Understanding consumers’ digital piracy behaviour: Explanation and prediction

This research aims to examine the explanatory and predictive power of seven theoretical models based on neutralisation theory, perceived risk theory, the theory of interpersonal behaviour, the theory of reasoned action, the theory of planned behaviour, the theory of self-regulation, and the norm activation theory. A total of 247 usable data were collected through a survey and analysed using partial least squares structural equation modelling. The in-sample and out-of-sample predictive power of each model was assessed. The results indicate that there are different factors influencing consumers’ intentions to pirate digital products. Among the seven theories, the theory of interpersonal behaviour ranks first, and perceived risk theory last in terms of explanatory and predictive power. This study is the very first to examine the explanatory and predictive power of seven different theoretical models using advanced PLS-SEM techniques.