A Cross Cultural Comparison of the Extended TPB: The Case of Digital Piracy

Abstract

This study examined a behavioral model (based on the theory of planned behavior), in two different cultures (in the U.S., and in the Middle East), within the context of digital piracy. The model was extended by adding moral obligation as a factor influencing intention to pirate digital media. The results show, that while the overall model was significant in predicting the piracy behavior across the two cultures, there were differences in the influence of the individual variables. Subjective norm was only significant in the Middle East, and moral obligation was highly significant in the U.S. sample (while being of low significance in the Middle Eastern sample). Attitude and perceived behavioral control were found to be at least moderately significant in both cultures.