Abstract:
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.
