THE JOINT MODERATING IMPACT OF MORAL INTENSITY AND MORAL JUDGMENT ON CONSUMER’S PIRATED SOFTWARE USE INTENTION

• Main Authors: Ching-Ti Pan, 潘京蒂
• Other Authors: Mei-Fang Chen
• Format: Others
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/88259969136004615160

碩士 === 大同大學 === 事業經營學系(所) === 96 === Based on the Business Software Alliance’s (BSA) survey in 2006, about 55% of software are pirated versions in Asia. The BSA further estimated that two million new job opportunities would be created and economic growth could be increased by about US$13.5 billion if pirated software misbehavior was reduced 10% by 2009. This study uses the Theory of Planned Behavior proposed by Ajzen (1991) to explore consumers’ intention to use pirated software. Data are collected from software users on the Internet and a moderator regression analysis is adopted to examine the joint moderating effect of moral intensity and moral judgment on consumers’ use intention of software piracy in this study. The results reveal that all the constructs proposed in TPB—consumers’ attitudes toward pirated software, subjective norms, and perceived behavioral control—have positive impacts on the use intension of pirated software. In addition, the joint moderating effect of moral intensity and moral judgment is manifested in consumers’ use intention of pirated software. The results of this study could enhance the stream of consumer misbehavior research and provide some managerial implications for Taiwan’s government authorities concerned and the related industry devoted to fighting pirated software.