Naslov
How ethical and political identifications drive adaptive behavior in the digital piracy context

Autori
Miocevic, Dario ; Kursan Milakovic, Ivana

Vrsta, podvrsta
Radovi u časopisima, znanstveni

Izvornik
Business Ethics, the Environment & Responsibility (2022)

Status rada
Online first

Ključne riječi
streaming services ; protection motivation theory ; coping appraisal ; threat appraisal ; social identity theory ; ethical relativism ; economic liberalism

Sažetak
Today, digital piracy remains a growing challenge for both legislators and businesses operating in the entertainment industry. This study explores when and why consumers make trade-offs between illegal and legal streaming services. By drawing on protection motivation theory, we find that consumers' threat and coping appraisals increase their adaptive behavior, i.e., lower intention to consume illegal and higher intention to consume legal streaming services. We also show that the strength of consumers' inherent ethical (relativism) and political (economic liberalism) identities conditions adaptive behavior through social identity theory. We find that low relativism strengthens the adaptive behavior through threat appraisal, while economic liberalism strengthens the adaptive behavior through coping appraisal. Our robustness checks show that these results hold when the model accounts for the level of consumers' digital piracy attitudes. We used a scenario-based approach to test our hypotheses and surveyed 244 consumers who use streaming services. Our study contributes to the literature by showing that consumers' adaptive behavior envisioned through protection motivation theory can be weakened or strengthened by their ethical and political identities.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti, Psihologija

POVEZANOST RADA