Browsing by Author "Dilmperi, Athina"

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    Explaining consumers' music preferences in a multi-channel framework :bthe case of music piracy
    (Cranfield University, 2013-11) Dilmperi, Athina; King, Tamira
    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.
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    Toward a framework for identifying attitudes and intentions to music acquisition from legal and illegal channels
    (Wiley, 2017-03-09) Dilmperi, Athina; King, Tamira; Dennis, Charles
    Technological developments have had a profound effect on modern music acquisition, allowing people to share music over the Internet for free. The research identifies the antecedents of consumers’ attitudes and intentions to acquire music from various channels. The paper reports findings of a structured questionnaire survey of university students in the United Kingdom and Greece (n = 511). Using structural equation modeling, the authors conclude that consumers’ intention to acquire music via a legal channel is influenced by idolatry (IDL), the perceived quality of music (PQM), the perceived likelihood of punishment (PLP; digital legal channel only), and their subjective norm. On the other hand, intention to acquire music via an illegal channel is influenced by the perceived benefits of piracy. The price of legitimate music was only significant for the illegal street vendor channel, whereas IDL had a positive effect on illegal downloading. Gender had moderating effects on PLP and attitude, and income-moderated attitude and intention from P2P platforms. The findings carry important implications for academic researchers, practitioners, and policymakers.