Explaining consumers' music preferences in a multi-channel framework :bthe case of music piracy

Understanding consumers’ behaviour towards music acquisition from all channels (both legal and illegal) is essential for marketers and policy makers in order to fight music piracy. Yet, existing research has not examined consumers’ intention to acquire music from all possible channels but has focused on digital illegal acquisition only. The purpose of this research is to create a model based on the Theory of Planned Behaviour for music acquisition from all possible channels and to test it in order to explain the reasons that lead consumers to acquire music from each channel. The study employs a mixed method approach with a dominant quantitative component. During the exploratory phase an extensive literature review indicated key themes that led to the creation of the research hypotheses, the theoretical model and the scale associated with it. An initial questionnaire was created as an instrument for the study, which was subject to face and content validity with expert judging (5 academics and 5 practitioners) and a pilot study (19 participants). Purification and validation of the scale was conducted through reliability tests and Exploratory Factor Analysis (n=200). The research hypotheses of the model were tested using Confirmatory Factor Analysis and Structural Equation Modelling on a sample of undergraduate students (n=511) from two European countries (UK and Greece) both suffering from music piracy. Four possible distinct music acquisition channels are presented and analysed: bricks-and-mortar stores, street vendors, Internet music shops and P2P platforms. Major findings suggest that music quality and perceived benefits of piracy are the most important determinants of music acquisition. The outcome of this research adds new perspectives to the issue of music piracy, and suggests directions for future research. In addition, the research offers important implications for marketers and police makers who could use the findings in order to reduce the piracy phenomenon.