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One Sail Fits All? A Psychographic Segmentation of Digital Pirates

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  • Charlotte Emily De Corte

    (Ghent University)

  • Patrick Van Kenhove

    (Ghent University)

Abstract

This paper focuses on segmenting digital movie and TV series pirates and on investigating the effectiveness of piracy-combatting measures i.e., legal and educational strategies, in light of these segments. To address these research objectives, two online studies were conducted. First, 1277 valid responses were gathered with an online survey. Four pirate segments were found based on differing combinations of attitude toward piracy, ethical evaluation of piracy and feelings of guilt. The anti-pirate, conflicted pirate, cavalier pirate, and die-hard pirate can be placed on a continuum of increasing pirating frequency, subjective norm, pirating self-efficacy, habit, and decreasing in perceived harm, respectively. The segments also differ in deontological and teleological orientations. Second, in an experimental mixed design, we find that the educational strategy is more effective than the legal strategy in lowering pirating intentions for the conflicted and cavalier pirate. However, both strategies fail at lowering intentions of the die-hard pirate, although perceived harm and perceived impunity were significantly influenced. These findings offer a more profound understanding of pirate segments and how they react differently to piracy-combatting measures. As a result, better strategies can be developed to control digital piracy.

Suggested Citation

  • Charlotte Emily De Corte & Patrick Van Kenhove, 2017. "One Sail Fits All? A Psychographic Segmentation of Digital Pirates," Journal of Business Ethics, Springer, vol. 143(3), pages 441-465, July.
    • Handle: RePEc:kap:jbuset:v:143:y:2017:i:3:d:10.1007_s10551-015-2789-8
    DOI: 10.1007/s10551-015-2789-8
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    Cited by:

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    2. Domenico Sardanelli & Agostino Vollero & Alfonso Siano & Gianmaria Bottoni, 2019. "Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services," Electronic Commerce Research, Springer, vol. 19(3), pages 549-574, September.
    3. Malgorzata Ciesielska & Dariusz Jemielniak, 2022. "Fairness in digital sharing legal professional attitudes toward digital piracy and digital commons," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 73(7), pages 899-912, July.
    4. Kate Whitman & Zahra Murad & Joe Cox, 2023. "Psychological Reactance to Anti-Piracy Messages explained by Gender and Attitudes," Working Papers in Economics & Finance 2023-02, University of Portsmouth, Portsmouth Business School, Economics and Finance Subject Group.
    5. Kate Whitman & Zahra Murad & Joe Cox, 2024. "Psychological Reactance to Anti-Piracy Messages explained by Gender and Attitudes," Journal of Business Ethics, Springer, vol. 194(1), pages 61-75, September.

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