Understanding Attitudes toward Online Music Piracy

Online piracy of copyrighted digital music has become rampant as internet bandwidth and digital compression technologies have advanced. The music industry has suffered significant financial losses and has responded with lawsuits, though online music piracy remains prevalent. More effective approaches to fighting music piracy can be developed with the aid of an understanding of individual attitudes toward online music piracy, particularly the antecedent factors influencing individual attitudes toward online music privacy. This paper proposes a research model to study the determinants of individual attitudes toward online music piracy. The model draws from various perspectives including the theory of reasoned action, deterrence theory, deindividuation, and equity theory. Deterrence, deindividuation, behavioral beliefs, outcome evaluations, and perceived inequity of relationship with the music industry are submitted as pertinent factors influencing individual attitudes toward online music piracy. Methods for empirically testing the model and subsequent expected contributions are discussed.