IP Outreach Research > IP Crime
Reference
| Title: | Purchasing pirated software: an initial examination of Chinese consumers |
| Author: | Fang Wang [Wilfrid Laurier University], Hongxia Zhang and Hengjia Zang [Peking University], Ming Ouyang [University of New Brunswick] |
| Source: | Journal of Consumer Marketing 22, no. 6: 340-351 |
| Year: | 2005 |
Details
| Subject/Type: | Piracy |
| Focus: | Software |
| Country/Territory: | China |
| Objective: | To understand Chinese consumers’ attitudes and behaviour toward pirated software. |
| Sample: | 302 university students |
| Methodology: | Questionnaire, randomly distributed to students on university campuses |
Main Findings
Value consciousness, normative susceptibility, novelty seeking and collectivism were found to influence Chinese consumers' attitude toward software piracy. Found a weak relationship between consumers' moral judgement and their attitude to piracy. The reliability of pirated software, recognised social benefits of piracy, functionality of pirated software, risks of purchasing and perceived legality of purchasing influenced purchase intention.
Highlight the importance of market segmentation for any successful marketing campaign. Suggest that successful software piracy prevention campaigns in China should: emphasise the differences between original and pirated software (reliability, functionality and after-sale services); educate consumers about the illegality of purchasing (not just producing and selling) pirated software. The authors do not recommend anti-piracy campaigns focusing on the negative social consequences of pirating software, as the survey results indicate that purchase intention was not influenced by this type of consideration.
[Date Added: Aug 12, 2008 ]