Gender and digital privacy: examining determinants of attitude toward digital piracy among youths in an emerging market |
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| Authors: | Fandy Tjiptono Denni Arli Viviea |
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| Affiliation: | 1. Marketing Discipline, School of Business, Monash University, Malaysia;2. Department of Marketing, Griffith Business School, Griffith University, Australia;3. International Business and Management Program, Faculty of Economics, Universitas Atma Jaya Yogyakarta, Indonesia |
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| Abstract: | Digital piracy is rampant in developing countries, including Indonesia. Each year, it has caused billions of dollars of loss to many industries, such as software, video game, film and music industries. The present study aims to examine the determinants of attitude towards digital piracy and to explore whether gender matters in explaining the attitude. A convenience sample of 223 university students in Daerah Istimewa Yogyakarta, Indonesia, participated in the research. The results show that males have a more positive attitude towards digital piracy than females. The determinants of attitude towards digital piracy among female consumers are affective beliefs, perceived importance of digital piracy issue and Machiavellianism, while the predictors for the male counterparts include affective beliefs, perceived importance of digital piracy issue and moral judgment. |
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| Keywords: | Attitude digital piracy gender Indonesia theory of planned behavior |
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