Online Piracy in the Context of Routine Activities and Subjective Norms
Journal of Marketing Management
ISSN or ISBN
Why do mainstream consumers who would not typically engage in illegal behaviour routinely resort to online piracy of copyrighted software? This paper provides answers to this research query by applying routine activity theory and the theory of reasoned action. The paper’s study analyses consumers’ role as possible offenders that can have the opportunity to engage in online software piracy as part of their routine online activities. Although it is problematic to measure the exact magnitude of the negative impact on the US economy, as stated by the Government Accountability Office it is sizeable. After analysing the conceptual model using a US national consumer sample of over 700 consumers, results show the influence of proximity to motivated offenders, target suitability, and capable guardianship on consumers’ attitudes and perceived subjective norms towards online software piracy, as well as their intentions to engage in this illegal behaviour on the Internet. By integrating routine activity theory, a criminology theory with the theory of reasoned action from psychology and analysing a widespread online software piracy phenomenon, several academic and practical contributions are made.
Petrescu, Maria; Gironda, John T.; and Korgaonkar, Pradeep K., "Online Piracy in the Context of Routine Activities and Subjective Norms" (2018). HCBE Faculty Articles. 1135.