Title:
The
Influence of Consumers’ Moral Intensity, Perceived Risks And Moral
Judgment In Purchasing Pirated Software
Abstract: This paper seeks to
analyze the influence of consumers’ moral intensity, perceived risks
and moral judgment in purchasing pirated software. There have been a
number of studies using different models identifying what drives
consumers towards purchasing pirated software. This paper, however,
will use the issue-risk judgment (IRJ) model. Moral intensity includes
magnitude of consequence, social consensus, probability of effect and
temporal immediacy; perceived risks of consumers include financial,
performance, prosecution and social risks; and moral judgment is based
on cognitive moral development and reasoning. This paper also examines
the role of demographics, past purchase experience and price on
consumers’ purchase intention of pirated software. Results show that
consumers’ purchase intention is influenced by their perceived moral
intensity, perceived risks, moral judgment and their demographics,
price and past purchase experience.
Authors: J.K.
Ratnasingam and C.H. Ponnu