Religiousness and digital piracy among young consumers in an emerging market

Denni Arli*, Krzysztof Kubacki, Fandy Tjiptono, Sebastian Morenodiez

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>Online digital piracy continues to rise globally. The issue is worsening among young people especially in the context of emerging markets due to lack of laws and regulations. Interestingly, emerging markets are also home to some of the highest religious followers. The purpose of this paper is to investigate the impact of young consumer’s religiousness on their attitude and intention towards digital piracy which should negate their tendency to pirate.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>Data were collected from Indonesia (<jats:italic>N</jats:italic> = 715) by means of questionnaires distributed to business students at two major (one public and one private) Indonesian universities. The sample consists of 289 (40.4 per cent) males and 426 females (59.6 per cent). The student sample contained a majority of people who were aged 18 to 24 years (94.1 per cent).</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>The current study shows that intrinsic religiousness is a strong predictor of attitude towards digital piracy, intention to commit digital piracy, perceived benefits of digital piracy, perceived likelihood of punishment and fear of legal consequences. Extrinsic (social) religiousness was found to have a negative impact on perceived likelihood of punishment and fear of legal consequences. The results of this study will have several important implications for managers and especially religious leaders on how to combat digital piracy.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This is one of the first few studies exploring the impact of religiosity among young consumers in Indonesia.</jats:p> </jats:sec>
Original languageEnglish
Pages (from-to)40-53
Number of pages0
JournalYoung Consumers
Volume18
Issue number1
DOIs
Publication statusPublished - 18 Apr 2017

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