TY - CHAP
T1 - Exploring Piracy Purchase Intensions
T2 - The Case of VCDs
AU - Prendergast, Gerard
AU - Phau, Ian
AU - Leung, Hing Chuen
N1 - Publisher Copyright:
© 2015, Academy of Marketing Science.
PY - 2015
Y1 - 2015
N2 - This research explores the demand determinants of consumers purchasing non deceptive pirated products, specifically, pirated video compact discs (VCD). Utilising a structured questionnaire and counter-biasing statements, results from face to face street intercept interviews showed that low spenders of pirated VCDs are mainly composed of people who are aged 19 to 24, blue collar occupation, relatively low monthly income, with secondary education. High spenders of pirated VCDs are in the age bracket of 25-34, white-collar jobs, monthly income HK$10,000-HK$19,999, with secondary education. Consumers identify pirated VCDs usually by lower price and buying location; however, price was not the sole determinant for purchase. Finally, they bought the pirated VCDs mainly for private and family entertainment. Based on these results, the paper makes recommendations for original brand manufacturers and policy makers for combating pirated products.
AB - This research explores the demand determinants of consumers purchasing non deceptive pirated products, specifically, pirated video compact discs (VCD). Utilising a structured questionnaire and counter-biasing statements, results from face to face street intercept interviews showed that low spenders of pirated VCDs are mainly composed of people who are aged 19 to 24, blue collar occupation, relatively low monthly income, with secondary education. High spenders of pirated VCDs are in the age bracket of 25-34, white-collar jobs, monthly income HK$10,000-HK$19,999, with secondary education. Consumers identify pirated VCDs usually by lower price and buying location; however, price was not the sole determinant for purchase. Finally, they bought the pirated VCDs mainly for private and family entertainment. Based on these results, the paper makes recommendations for original brand manufacturers and policy makers for combating pirated products.
KW - Lower Price
KW - Monthly Income
KW - Policy Maker
KW - Secondary Education
KW - Structure Questionnaire
UR - https://www.scopus.com/pages/publications/85125423347
U2 - 10.1007/978-3-319-11927-4_46
DO - 10.1007/978-3-319-11927-4_46
M3 - Chapter
AN - SCOPUS:85125423347
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 154
BT - Developments in Marketing Science
PB - Springer Nature
ER -