Pirating Pirates of the Caribbean: The curse of cyberspace

Abstract

This study investigates the factors influencing the ‘illegal’ downloading of films and TV series through peer-to-peer (P2P) networks. Specifically, it examines how social and ethical orientations and attitudes towards downloading impact on downloading intentions. The neutralisation theory and theory of planned behaviour are used to underpin the research framework. The data analysis of 284 usable responses produced several significant relationships. Facilitating conditions, social factors, collectivism, and personal moral obligation were found to predict attitudes towards ‘illegal’ downloading. Social factors, collectivism, personal moral obligation, and attitudes towards ‘illegal’ downloading were also found to influence intentions to download. The findings derived from this study will provide marketers and policymakers with strategic and managerial initiatives to counteract this persistent problem.

Keywords:

• illegal download
• downloading behaviour
• P2P network
• theory of planned behaviour
• neutralisation theory
• films and TV series

Additional information

Notes on contributors

Ian Phau

Ian Phau is the chair of research and development at the School of Marketing, Curtin Business School, Curtin University, Perth, Western Australia. His research interests include country of origin, country of ownership, branding issues such as conspicuous consumption, brand extensions, brand personality, piracy and counterfeits, and advertising appeals. He is the Founding Editor of the Journal of Asia Pacific Marketing and is the current Editor-in-Chief for the Asia Pacific Journal of Marketing and Logistics. Amongst others, his research has been published in the European Journal of Marketing, the Journal of Consumer Marketing, the Journal of Promotion Management, Psychology and Marketing, and the Social Behaviour and Personality Journal.

Min Teah

Min Teah is a lecturer at the School of Marketing, Curtin University, Australia. Her research interests include brand mimicry in the luxury fashion context, including copying, imitation, counterfeiting, and knock-offs. Her research has been published in the Journal of Consumer Marketing, the Journal of Targeting, Measurement and Analysis for Marketing, and Direct Marketing.

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Michael Lwin

Michael Lwin is a lecturer at the School of Marketing, Curtin University, Australia. His research interests include guilt appeals in advertising, negative advertising appeals, social marketing and marketing communications. He is a recipient of the Australian and New Zealand Marketing Academy Conference best paper in the track winner and the Curtin Business School Doctoral Colloquium Best Paper Award for his research on advertising.

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