Integrative Analysis on Digital Piracy: Focused on Attitude, Personal Norm, and Habit

Byounggu Choi


The rapid development of information and communication technology has made it for people to pirate digital contents easily and quickly. Although many studies have investigated the underlying factors that lead to an individual engaging in digital piracy, few studies have provided holistic and integrative view on this issue. Therefore, this study attempts to build integrative research model based on theory of planned behavior (TPB), norm activation model (NAM), and habit. For this purpose, this study develops nine hypotheses that explain the relationship between attitude, personal norm, habit, and behavioral intention, and tests them with survey data collected from 337 participants. The results of this study show that attitude, perceived behavioral control, personal norm, and habit have impact on behavioral intention of digital piracy while subjective norm does not affect behavioral intention. This study contributes to expand existing studies by identifying the relationship between attitude, personal norm, habit and behavioral intention.

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