THE IMPACT OF MORAL EQUITY, RELATIVISM AND ATTITUDE ON INDIVIDUALS’ PIRACY BEHAVIOR

Porto, Rebeca De Jesus (2010) THE IMPACT OF MORAL EQUITY, RELATIVISM AND ATTITUDE ON INDIVIDUALS’ PIRACY BEHAVIOR. S1 thesis, UAJY.

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Abstract

Getting a handle on what drives a consumer to choose a fake, illegal product is a complex job. Motives vary widely, from price and easy access to social acceptability and a perception that a counterfeit purchase is a game, which falls outside the law and to which there are no consequences. And, consumers include weak government commitment to fighting and prosecuting counterfeiting among their motives – or excuses – to look the other way. In this research the focus is on the demand side of the marketplace, i.e. the consumer. The researcher wishes to investigate about consumers’ ethics towards piracy and examine factors that motivate them to purchase pirated DVDs and CDs. In the previous study made by Shoham (2008) the factors that may influence consumers’ willingness to engage in software and CD piracy were analyzed, they are relativism perception, moral/ethics and attitudes to piracy. This is a replication of the research made by Shoham (2008) taking place in Yogyakarta, Indonesia. The research findings brought by 226 questionnaires have led the writer to the conclusion that: Moral Equity, attitudes toward the act and Relativism do affect individual’s willingness to engage in software and CD piracy, however Relativism does not have enough significance.

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