Influence of Perceived Risk and Value Consciousness on Attitude Towards Music Piracy

Authors

  •   G. Sridhar Associate Professor, Indian Institute of Management Kozhikode (IIM Kozhikode), Kunnamangalam, Kozhikode - 673 570, Kerala
  •   G. Narasimha Murthy Professor (Retd), Principal - MBA, Vaagdevi PG College, Warangal, Telangana - 506 001

DOI:

https://doi.org/10.17010/ijom/2017/v47/i10/118694

Keywords:

Piracy

, Perceived Risk, Value Consciousness, Attitude

Paper Submission Date

, January 16, 2017, Paper sent back for Revision, August 11, Paper Acceptance Date, September 4, 2017.

Abstract

Piracy has become a global scourge and its effects are seriously felt on products sold over digital platforms, especially music. It is not surprising if we hear that music is not often purchased with growing presence of torrents on the Internet. Broadly, piracy has been studied both from demand and supply sides, but the demand side has been inadequately researched yet. This paper attempted to explore the consumer (i.e. demand) side with a broad objective to explore the influence of perceived risk and value consciousness on music piracy. A survey on 225 respondents, all being students of management graduation, was conducted using a structured questionnaire. Results of the study indicated that both the variables explained a significant variance in the attitude towards music piracy. Managerial and academic implications were also discussed.

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Published

2017-10-01

How to Cite

Sridhar, G., & Narasimha Murthy, G. (2017). Influence of Perceived Risk and Value Consciousness on Attitude Towards Music Piracy. Indian Journal of Marketing, 47(10), 19–25. https://doi.org/10.17010/ijom/2017/v47/i10/118694

Issue

Volume 47, Issue 10, October 2017

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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