Engaging In Digital Piracy Of Movies: Determinants Of Consumer Attitude And Behavioral Intention In Vietnam
Abstract
This research aims to explore factors that influence the attitude and
behavioral intention towards digital movie piracy in Vietnam, contributing to the still
lacking literature on piracy behavior in Vietnam - a developing Asian market known
for rampant piracy. The research model was developed by reviewing previous literature
on movie piracy around the world, integrating a wide range of social, personal and
cultural variables. Four major theories are involved: theory of planned behavior, self
control theory, neutralization theory, and mere exposure effect. Habitual Conduct,
Affect, Moral Judgement, Self-efficacy, Social Factors, and Facilitating Conditions
were proposed as the six variables influencing Attitude towards digital movie piracy.
Meanwhile, Collectivism, Perceived Quality and Attitude towards digital movie piracy
were proposed as the three variables influencing Intention to engage in digital movie
piracy. This study was conducted using the quantitative method and convenience
sampling. The survey questionnaire was distributed to internet users in Vietnam via
Facebook, and 250 valid responses were collected. The data was analyzed using a
variety of statistical tests in SPSS 23.0 software: descriptive statistics, reliability test,
Exploratory Factor Analysis (EFA), correlation test and multiple regression analysis.
Five factors, namely, Habitual Conduct, Affect, Moral Judgement, Self-efficacy, and
Social Factors were indicated to have a statistically significant relationship with
Attitude towards digital movie piracy; Facilitating Conditions was not proven to have
a significant influence. Moreover, Perceived Quality and Attitude towards digital movie
piracy were found to significantly influence Intention to engage in digital movie piracy,
while no significant relationship was found with Collectivism. Despite certain
limitations in research design, the findings from the study provide movie companies
and Vietnamese authorities with some practical recommendations to curb digital movie
piracy. These include collaborating with relevant agencies to create stronger copyright
protection policies, harsher punishment for violators and better moderation of the
digital space, introducing more awareness campaigns to educate citizens on the
unethical behavior, and emphasizing the quality gap between pirated movies and
authentic movies in promotional campaigns..