Ahadiat, Ayi and Ribhan, Ribhan and Maydiantoro, Albet and Kesumah, Fajrin Satria Dwi (2021) The theory of planned Behavior and Marketing Ethics Theory in Predicting Digital Piracy Intentions. WSEAS TRANSACTIONS on BUSINESS and ECONOMICS, 18. pp. 690-702. ISSN 1109-9526,

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Abstract

This study discusses an interactive model that integrates behaviour theory with ethical theory to determine individual behaviour towards digital piracy. This study uses a quantitative approach by testing assumptions using the Structural Equation Model (SEM) assisted using the AMOS 4.0 application program. The results showed that the Theory of Planned Behavior (TPB) and the theory of marketing ethics (HV theory) could be used to predict the intention to commit digital piracy. Digital piracy intentions are not influenced by TPB's arbitrary rules, while digital piracy expectations and behaviour management significantly impact digital piracy intentions. Moral obligations and perceived benefits directly influence digital piracy. Moral obligation has clear negative effects, whereas perceived benefits positively impact piracy. Moral obligation hurts subjective value. Meanwhile, the perceived dangers often undermine individual attitudes towards digital piracy. The benefits people experience influence attitudes to digital piracy. This habit has had a dramatic and positive impact on digital piracy. Key-Words: Planed behavior theory, marketing ethics theory, attitude, subjective norm, regulate perceived behavior, moral liability, fairness.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User: Dr RIBHAN
Date Deposited: 31 Mar 2022 02:38
Last Modified: 31 Mar 2022 02:38
URI: http://repository.lppm.unila.ac.id/id/eprint/40820

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