Purchase or Pirate: A Model of Consumer Intellectual Property Theft

Abstract

This research integrates current knowledge and theory to develop a model to explain consumer decisions regarding the theft of intellectual property. The authors draw from both economic (household production and crime) and attitudinal (reasoned action and store and channel choice) theories to address consumer behavior with respect to the illegal downloading of music. The results indicate that no single theory individually describes consumers' choice to buy or steal music; rather, a cumulative approach is required. Specifically, economic (e.g., price, risk), technological (e.g., computer knowledge), and attitudinal (e.g., ethical perceptions) factors have the greatest effect on consumers' choice to buy or steal music. From these results, several marketing strategies are suggested.