Abstract
Purpose: The purpose of this paper is to examine the role of religiosity as a deterrent to habitual digital piracy behaviour. Specifically, it will examine the extent to which “religious teaching” affects consumer attitudes towards digital piracy and their habitual digital piracy behaviour in a developing market.
Design/methodology/approach: In total, 400 usable samples were collected from large religious organisations in Indonesia using convenience sampling. The latent moderation structural equation technique was used to test the research hypotheses.
Findings: The results indicated that: facilitating conditions are a significant driver of digital piracy habit; attitude towards piracy is a significant deterrent of digital piracy and moderates the relationship between facilitating conditions and habitual digital piracy; and religious teaching is a significant deterrent of digital piracy habit, mediated by attitude towards piracy.
Originality/value: This study investigates the influence of Christian religious teaching as a deterrent to digital piracy behaviour. Further, it investigates the mediating and moderating role of attitude in a digital piracy context. The study findings would provide insights for policy makers to deter digital piracy behaviour through the use of religious appeals.
| Original language | English |
|---|---|
| Pages (from-to) | 62-80 |
| Number of pages | 19 |
| Journal | Marketing Intelligence and Planning |
| Volume | 35 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 1 Jan 2017 |
| Externally published | Yes |
Keywords
- Attitude
- Church
- Developing markets
- Digital piracy
- Ethics
- Habit