Previously published as: Direct Marketing: An International Journal
Online from: 2010
Subject Area: Marketing
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|Title:||Understanding illegal music downloading in the UK: a multi-attribute model|
|Author(s):||Ibrahim Sirkeci, (Department of Marketing, Strategy & Law, European Business School London, London, UK), Lóa Bára Magnúsdóttir, (Department of Marketing, Strategy & Law, European Business School London, London, UK)|
|Citation:||Ibrahim Sirkeci, Lóa Bára Magnúsdóttir, (2011) "Understanding illegal music downloading in the UK: a multi-attribute model", Journal of Research in Interactive Marketing, Vol. 5 Iss: 1, pp.90 - 110|
|Keywords:||Consumer behaviour, Copyright law, Crimes, Decision making, Internet, Music|
|Article type:||Research paper|
|DOI:||10.1108/17505931111121543 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – This study aims to examine the role of product attributes, applying the multi-attribute model, on consumers' decisions to download digital music via unauthorised sources in the UK.
Design/methodology/approach – The data were collected through an online survey. Consumer choice was measured through three sets of questions built on Likert scales to identify individuals' evaluation of importance placed on the eight attributes, when making a choice, and level of satisfaction with those, both for purchasing and downloading. Two logistic regression models are developed using background characteristics and responses to these three sets of questions. The consumer choice between purchasing digital music and downloading through unauthorised channels was analysed in regards to eight product-specific attributes.
Findings – The results show that illegal downloaders expect a similar utility from both channels, while others tend to have a more positive attitude towards their chosen channel (i.e. purchasing). Background characteristics such as age, gender, education, and income show some relevance to the choice of music downloading channel. Regarding the importance attributed to and satisfaction from the eight product attributes, security of the source, variety of available music, quality, copyright, and legitimacy of the source are found to be significant in determining the choice.
Practical implications – This study is likely to guide digital music providers in designing their marketing plans using key attributes and consumer perceptions.
Originality/value – This is a rare study of downloading behaviour in the UK using a mixed population sample which is not dominated by students. Findings question the weight of price in decision making.
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