One Sail Fits All? A Psychographic Segmentation of Digital Pirates

摘要: This paper focuses on segmenting digital movie and TV series pirates investigating the effectiveness of piracy-combatting measures i.e., legal educational strategies, in light these segments. To address research objectives, two online studies were conducted. First, 1277 valid responses gathered with an survey. Four pirate segments found based differing combinations attitude toward piracy, ethical evaluation piracy feelings guilt. The anti-pirate, conflicted pirate, cavalier die-hard can be placed a continuum increasing pirating frequency, subjective norm, self-efficacy, habit, decreasing perceived harm, respectively. also differ deontological teleological orientations. Second, experimental mixed design, we find that strategy is more effective than lowering intentions for pirate. However, both strategies fail at although harm impunity significantly influenced. These findings offer profound understanding how they react differently to measures. As result, better developed control piracy.