An Empirical Study of an Extended Theory of Planned Behaviour Model for Pirated Software Purchase

Abstract

In recent years, the widespread use of computer and Internet becomes more ubiquitous in our everyday life, but the situation of software piracy has become increasingly serious. In this study, Ajzen’s (1991) Theory of Planned Behaviour (TPB) is used as a theoretical framework to extend prior research pirated software purchasing behavior among students in Malaysia. Data were collected through self administered questionnaire. The hypothesis model incorporates social factors and habits into the basic TPB model. This paper uses multiple regression analysis to indentify the factors affecting pirated software purchasing behavior with a questionnaire of 419 students. The multiple regression analysis results indicate that all factors except perceived behavioural control have positive and significant impact on pirated software purchasing behavior of Malaysian students. Field of Research: Marketing