Research Article
An Integrative Approach to Predicting Continued Digital Content Piracy Behavior
1 Sunchon National University
Published: January 2016 · Vol. 45 No. 6 · pp. 1813-1832
DOI: https://doi.org/10.17287/kmr.2016.45.6.1813
Full Text
Abstract
This study empirically examined the structured relationships among key concepts drawn from relevant literature and prior research, based on Venkatesh et al.'s (2003) Unified Theory of Acceptance and Use of Technology (UTAUT) model, to predict the continuance intention of online piracy. Measurement items were constructed to suit the research objectives based on prior studies, and all items employed a 7-point Likert scale. A total of 305 respondents participated in the survey, and after excluding 32 who responded insincerely, the responses from 305 were used in the final analysis. The collected data were analyzed using SPSS 18.0 and AMOS 20.0. The results showed that the greater the expected monetary and social benefits from piracy, the stronger the continuance intention toward piracy, while higher perceived technological effort and legal effort weakened it. Additionally, the more respondents perceived that reference groups or people around them condoned and agreed with piracy, the stronger their continuance intention, and facilitating conditions such as the environment and resources necessary for piracy also had a positive effect on continuance intention. In particular, social influence was confirmed as a determinant of piracy continuance intention, and based on these findings, academic and practical implications were derived. The significance of this study lies in its prediction of online piracy behavior with high explanatory power from a more integrative perspective, going beyond technical discussions or the application of specific theories to the piracy phenomenon.
