Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services

Domenico Sardanelli, Agostino Vollero (), Alfonso Siano and Gianmaria Bottoni
Additional contact information
Domenico Sardanelli: University of Salerno
Agostino Vollero: University of Salerno
Alfonso Siano: University of Salerno
Gianmaria Bottoni: City University of London

Electronic Commerce Research, 2019, vol. 19, issue 3, No 5, 549-574

Abstract: Abstract The launch of several movie streaming services has raised new questions about how online consumers deal with both legal and illegal options to obtain their desired products. This paper investigates the factors influencing consumers’ intentions to subscribe to online movie streaming services. These services have challenged the dramatic growth in their illegal counterpart in recent years. Taking the theory of planned behavior as a starting point, we extended existing models in the literature by incorporating factors that are specific to consumer behavior in this particular field. A quantitative survey was conducted for the Italian market, and structural equation modeling was used for data analysis. Attitudes, involvement with products, moral judgement and frequency of past behavior were found to be the most important factors in explaining the intention to pay for movie streaming services. The paper provides insights for policy makers and industry managers on the marketing communication strategies needed to minimize the risk of digital piracy.

Keywords: Streaming services; Subscription intention; Movie industry; Digital piracy; Structural equation modeling (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://link.springer.com/10.1007/s10660-019-09346-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:elcore:v:19:y:2019:i:3:d:10.1007_s10660-019-09346-7

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/10660

DOI: 10.1007/s10660-019-09346-7

Access Statistics for this article

Electronic Commerce Research is currently edited by James Westland

More articles in Electronic Commerce Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().