Escolar Documentos
Profissional Documentos
Cultura Documentos
behaviour towards
piracy
This dissertation is submitted in fulfilment of
the requirements for the degree of Bachelor
of Arts in the subject Business Management
at the University of Wales Lampeter
By
Roberto Ramos Moreira Pires Carvalho
September 2009
This paper intent to show that the human behaviour towards piracy
suffers influences from many aspects, and tries to clarify those aspects
purpose and analyze models. It can be used by organizations to find
information of the consumer behaviour towards piracy helping to develop
a better approach anti-piracy.
© COPYRIGHT BY
2009
http://creativecommons.org/licenses/by-sa/2.0/uk/
Declaration
This dissertation is submitted in part fulfilment of the Bachelor of
Arts Business Management at College of Technology London
Abstract............................................................................................4
Acknowledgement............................................................................5
Contents...........................................................................................5
Introduction....................................................................................10
Literature review............................................................................16
Patent law................................................................................19
Trademark law.........................................................................19
Culture, Society...........................................................................20
Previous Experience.................................................................28
Technology...............................................................................30
5
SWOT.......................................................................................35
Literature conclusion................................................................36
Methodology...................................................................................36
Research design..........................................................................39
Focus Group.............................................................................39
Questionnaires.........................................................................39
Sampling.....................................................................................41
Findings..........................................................................................42
Online Survey..............................................................................42
Focus Group................................................................................52
Conclusion......................................................................................56
Summary of findings.......................................................................58
Recommendation...........................................................................59
Limitation of research.....................................................................60
Bibliography....................................................................................61
Appendix A.....................................................................................67
Appendix B.....................................................................................68
Appendix C.....................................................................................71
6
Netflix and partnership with Xbox 360........................................71
Appendix D.....................................................................................72
Appendix E.....................................................................................73
Appendix F......................................................................................74
Appendix G.....................................................................................75
Appendix H.....................................................................................79
Appendix I.......................................................................................80
Appendix J.......................................................................................81
Appendix K.....................................................................................88
7
Image and Table index
Table 1 - SWOT analyses of the Piracy and the Content Owners....35
Table 5 – F-test Two Sample for Variances – Internet for social use
related with behaviour towards piracy...........................................80
Figure 2 - Gender............................................................................45
Figure 3 - Age.................................................................................45
8
Figure 16 - Feeling of knowing someone else is download illegally
content...........................................................................................50
Figure 18 - Stream..........................................................................51
9
Introduction
It is estimated that for the present year of 2009 more than £390
billion will be traded in counterfeit products. This sun represents
around 10% of the whole products that it is expected to be traded
this year [ameinfo.com, 2009]. Moreover the trend for this
percentage of counterfeit products sold for the following years are
rising, reaching new highs year after year. Today the piracy acts on
virtually all businesses, where the top ten most pirated goods are
the following, Brand name clothing, Electronics, Handbag and
luxury accessories, Medicine, CDs/ DVDs/ Videogames, Automotive
components, toys Cosmetics and Personal hygiene products,
Cigarettes and Food & Beverages [CBC, 2009]. Considering those
peculiar markets China and Hong Kong are broadly known and has
been identified as the centre for pirated audio, video and branded
consumer wear (A.J. Park & Son in (Prendergast et al., 2002), and
this highly production is reached through the cheap labour and as
Shenkar says the government has being supporting the counterfeit
production as never before in the human history. Pirates counts
with sophisticated and elaborated plans that helps the production
(Shenkar, 2003 in Wah-Leung & Prendergast, 2005). Another
argument that shows that China supports directly and indirectly the
piracy is with the growing digital data hosted on their territory
which are shared for the entire world through internet websites.
The group Vobile found that by 2007 to 2008 the number of related
videos hosted in Chinese web hosts that are somehow infringing
copyrights sky rocketed rising by 6 times from one to the next year
[Greenberg, 2009].
10
2006 has a loss estimated over £5.5 billion in the US alone, claim
IDC. If seeing the growing market of China those numbers are
scaring. In 2005 according to BSA and IDC’s research, China rose
39.8 percent of piracy estimated revenue from $3.9 billion dollars
to $5.4 billion dollars in 2006 alone. India another example had an
outstanding rise of 125.3% in the same period now representing
$1.3 billion dollars loss for the software industry (Yu, 2007). A
recent study carried out by the University of Hertfordshire asked a
big number of users to fill up the online survey, where they had
and successful return for 1,800 users aged between 14 and 24 in
the UK, regards their behaves and habits when consuming music.
This research brought some interesting data, like the shift of where
users usually consume their media, which is now voted by 68% as
being using mainly on their computers while just 15% still use CD
players daily. The average music collection is now over 8,000
tracks which roughly represent 17 days of music nonstop. As much
as 61% of the of theses consumers use P2P network or torrent
trackers while the majority with 83%, often uses the network
weekly or daily for downloading more music (Bahanovich & Collopy,
2009).
11
program claim Liu Tianxiang, vice president of Beijing Federal
Software (Chinese Software distributor). Also the company intends
to shift this successful trial low price as a permanent price strategy
against the piracy for the product Microsoft Office 2007 in China
(Burrows, 2009). Another group has yet a different approach which
is gathering the major brands from that specific business and join
associations where their main focus is to research ways to help that
industry in any area from international networking to piracy, for
example two associations called MPAA and RIA.
The chairman of the MPAA Dan Glickman states in the movie “Steal
This Film II” that “We recognize that we will never, never stop the
piracy. We just have to try to make as difficult and tedious as
possible. People needs to know that there are consequences if they
are caught” (Steal This Film II, 2007). MPAA (The Motion Picture
Association of America), which is an organization founded in 1922,
represents internationally the motion picture industry as the
theatrical and TV in and out of the US. Today this organization is
seeing as anti-piracy agency where their main concern is to look
after, obviously, related subjects with copyright material produced
by their associates. This agency clearly states that any internet
user that have ever downloaded any music or video are compared
with stealing someone else’s “shoes or stereo” and accused of
doing so cause more harm than stealing a simple shoes, those
users are simply “thieves”. That is the quote extracted directly
from their website “Movie pirates are thieves, plain and simple.
Piracy is the unauthorized taking, copying or use of copyrighted
materials without permission. It is no different from stealing
another person's shoes or stereo, except sometimes it can be a lot
more damaging” (Motion Picture Association of America, 2009).
12
situation is like the old times when the chief of the village chop off
the head of the criminal and mount it in pikes as warning to
everybody else, or in other words they punish just fell individuals
(up to 20,000 in 2007) severe enough that they can (hope to)
intimidate larger group of users in stopping sharing pirated music.
The curious aspect is that since when the Association started to sue
individuals from 2003 to 2007 the number of users just jumped in
nearly two times from 3.8 million to 9 million (Kravets, 2007).
All this data gathered show that there is something wrong with the
media producers, or with the consumers that are not aligned. It is
fact the record industry and the motion picture industry spend a lot
of money producing high quality content but it is also known that
they are not selling many of their products due the piracy.
Therefore it is critical analyse the reasons that make people run
towards counterfeit goods, so organizations can see how it could
turn this loss into profit. Studying consumer behaviour models is
possible to understand this human behaviour toward piracy which
sometimes does not make much sense. Some users buy the goods
already knowing that it is not legit, while other would refuse to buy
it. This decision making processes of how consumers make such
decision has already generated many studies. Many factors have
been identified as reasons to alter the decision perspective like
situational factors (Ferrell and Gresham 1985, in Tan, 2002), moral
development (Kohlberg, 1984, in Tan, 2002), although among
those two, three more factors which initially looks to be more
important on this decision making process: perceived risk, moral
judgement and moral intensity (Tan, 2002).
13
to speak, have a copyright protection which turns the way to
express and idea into property is a contradictory concept. Some
time ago, in the lattes XVIII century, the French society changed.
Censorship was controlling the information and this was an
important fact that let the society to bring down the government.
This human behaviour towards piracy is the focus of this paper
however instead of looking it at a broadly idea of consumption of
brand clouting, fragrances, it will used the framework of the motion
pictures, software and music industry regards the online piracy.
Topics like, copyright infringements, the act of sharing, the
network, culture, and more, the history of our society which will be
covered in order to provide a better understanding background of
this broad topic.
14
This implies that users do not realize that just by copying a digital
file without permission what they are actually doing, is infringing
copyright protections. So studying aspects related with consumer
behaviour towards piracy, can help researchers and organizations
to find a better and more efficient method to combat it.
A curious case happened not long ago when the British rock band
Radiohead announced their new album “In Rainbows”. This album
is particularly interesting because the band decided to distribute
the album through their website, using the price strategy where
fans would pay literally any amount. This experience resulted in
some mixed points and some really interesting aspects can be
seeing that wasn’t expected coming from an album that was freely
distributed. The band was surprised that the average price paid for
those that have paid some something was $6. However if you sum
up all uses, the volunteered paid and those that did not pay, the
band received $2.62 per album. comScore’s marketing manager
Andrew Lipsman said that this experiment was a success even
though the price per album was sold below the market average.
The reasons for this is that Radiohead cut off the middleman, had
nearly no cost for distribution and the revenue per digital sold copy
is far greater than physical albums and it goes straight away to the
band rather than for the record labels, studios and so on. Also the
band enjoy other important and hard to measure benefits which
includes the possibility of increase of fans’ base since for then it is
a risk album to know a different band, therefore possible more
incoming generated from previous albums and concert tickets. For
further information about this interesting case please look at
appendix B.
15
understanding what reasons make people prefer pirated goods will
help those create more efficient strategies anti-piracy.
Literature review
The intention of the literature review is to bring critical views where
is possible to contrast theories, authors and bring relevant aspects
that would help to clarify the research and findings. Chris Hart says
that the literature review “is important because without it you will
not acquire an understanding of your topic, of what has already
been done on it, how it has been researched, and what the key
issues are” (Hart, 1998, p1).
Enlightenment Revolution
It is know that before the printing press that came up with the
Gutenberg in the XV century the dissemination of the information
was held by some intellectual where. At that time the pace the
information spreads was relatively easy to control, after all just
16
some scribers were allowed and had knowledge to reproduce
materials. However Gutenberg changed the way books were
reproduced using mechanic typos where the process is now far
faster and easier. This shifts from hand writing to printing changed
completely the learning system in Europe. With this new method of
reproducing books, the information was more spread between the
public and the censorship came along to control that.
These people that were book trader and book printers many times
were men enlightened “under whose tacit protection the
Encylopédie was allowed to circulate and who eased restriction on
the importation of foreign newspapers and journals, was specially
known for its liberality” (Melton, 2001). This means that they had
17
the privilege to send and request new material everywhere. And
what they did was to send materials that they believed would sell
well to be reproduced abroad so these clandestine publishers,
smuggler in and out France though very efficient at evading
systems. They could do that thought secret system for publication
and distribution inside the kingdom where the royal agents could
never close. The centre publishers (in Paris), reacted in a really
hostile way, cursing and flaming those “out border’s” publishers.
Although this reaction did not stop them after all without an
international copyright regulation, they believed that was just
doing business. Bob Darnton an expert in eighteenth-century said
that there were basically two systems of production in France,
where the first was the “system of production outside of France
that is crucial for the Enlightenment. Not only this new media
system spread the Enlightenment, but this public power became
crucial in the collapse of the government in 1787-1788. And the
seconds was that one controlled by the censorship (Steal This Film
II, 2007).
18
Patent law
It is subdivided into three more categories, utility, design and plant.
Design – Granted exclusive rights for the non functional new design
during 14 years
Trademark law
It is the rights to businesses to protect characteristics names,
logos, designs, slogans or any way to identify the services and
products. It can last as long the organization exists.
19
it into a two terms of 40 years, now called Statute of Anne
(Patterson, 1968).
Culture, Society
Culture is a topic that has being studied by many and are broadly
enough to hold many papers on just this topic, however it is
important to understand that aspects like culture, society and
sharing it was crucial for the development of the human kind.
It is hard to see the human being living lonely and not being part of
a society. However it happened long ago, around 250,000 years
ago. This lonely way of living just shifted a bit later, around 40,000
years ago, to a specie called Homo sapiens, which looks almost like
the modern men and then they started to produce culture in an
alarming pace, from tools to cave paintings. And just in 12,000 ago
the human started to live in society which first started at China.
From now on the human strategy to survive was pretty much the
culture we created and we teach each other, for example when we
started to hunt in groups, tools were use and shared between the
group. The next step was though the creative power we have. We
started to shape the nature and the environment for our needs.
Since then we have being living in society and our survival depends
on that.
20
The science that studying the society is called Sociology and this
science define culture as a “designs for living: the values, beliefs,
behaviours, practices and material objects that consist a people’s
way of life” (Macionis & Plummer, 2008). Culture has also a similar
view at the Anthropology (study of the human being), it says that
“mass of ... learned and transmitted motor reactions, habits,
techniques, ideas and values” (Kroeber, 1948, in Valsener, 2000) It
means that we are capable of developing culture, to design
solutions for our day to day problems, and more we can teach our
offspring. Chimpanzees are another species that are capable to
produce new culture and teach each other but instead of the
humans they are limited, which brings the humans as the unique
specie that rely its survival on culture rather than biological
instincts like ants and fishes.
21
Behavioural Model - I
As described above, consumer behaviour is influenced by some
factors which the main ones are discussed and theoretical models
are expanded by following authors. The first model which comes
from Huang, implies that the consumer are influenced by three
factors which follow, Price Consciousness, Price-Quality and Risk
Awareness, which can be represented by the model at the figure 1.
Price Consciousness
Most books agree that the price is an important factor for the final
decision. Lichtenstein et al. in Huang et al., 2004 braking down the
price psychology found seven price related constructions. One of
the theories is that people set a price range expectation for the
goods and analyse how attractive this price is in related with the
market (Janiszewski and Lichtenstein in Huang et al., 2004).
Comparing prices is another important matter at consumer’s
behaviour. So, the idea that consumers use the original price as a
reference price the counterfeit products would take advantage of
lower price in order to attract customers (Huang et al., 2002).
Price- Quality
As stated by Huang consumers has an expectation regards the
price which is proportional related with one another, price and
quality. In other words consumer expects that higher price means
higher quality goods. This expectation is even more important
when the product or service lack in information or when the
consumer is not able to judge the quality by themselves (Tellis and
Gaeth in Matos et al., 2007). As stated before counterfeit products
attracks customer by lowering prices therefore people has a lower
expectative from the quality point of view of this kind of product.
For a consumer that quality is a critical issue, this is a disadvantage
which makes this customer not likely to consume illegal goods
(Matos et al., 2007).
22
Risk Awareness
The risk is described by Havlena and DeSarbo (1991 in Houng et
al., 2002) as some issues like, “performance, financial, safety,
social, psychological and time/opportunity”. Consuming pirated
products consumers perceives the lower price an associate with the
poor guaranty, performance and more. By deciding using the
product the “risk” implies in making a mistake and the
inconvenience of committing this mistake (Peter and Ryan, 1976 in
Huang et al., 2002). It is important to see that as Mitchell (1992, in
Houng et al., 2002) claim that perceiving the risk has a great
interference at the final decision making process. So to conclude,
the influence of the risk awareness being positive or negative
comes when consumers balance the lower price it is found in
counterfeit products with the chances of having problems like
performance issue, financial, quality, the psychological
consequences of consuming counterfeit products. Therefore
consumers that are more (less) aware of problems and perceived in
the “long” term problem will have unfavourable (favourable)
attitude toward counterfeit products (Matos et al., 2007).
Price
Consciousn
ess
Price -
Behaviour Piracy
Quality
Risk
Awareness
Behavioural Model - II
This model was developed by Ang et al., (2001) at the same time of
the previous one. Both researchers reached different results even
though some similarities can be seen on both papers. However
23
what really grabs the attention is the differentiation that Ang et al.,
purpose that the Value Consciousness make. For instance the risk
awareness changes from a negative to a positive behaviour if
compared with the previous model. Other points that Houng
(2002), purposes are integrated at some point in this model which
is represented at the figure 2.
Value Consciousness
His research pointed that some of the consumers that knowing the
counterfeit product buy it exclusively by the price factor. This
behaviour was also found in the research from Bloch et al. (1993)
and Albers-Miller (1990) in (Ang et al., 2001). But this suggests that
there are two groups the ones that are pirate consumer
consciousness. First group are those that are possible technology
savvy and believe that legal and pirated items are equivalent in
terms of quality, performance, branding but lack in price. They see
themselves as good shoppers where they consume the fake
product having the benefit of good price. While the second group
see the price as a big inflectional point, it is big enough to believe
that this low price compensate for the lower quality and
performance. They feel that businesses are exploring by selling
legitimate goods for unfair prices. Another argument that are
pertinent for this situation is that people that cannot afford legal
software, music, video and pirate it, and justify this illegal action
justify it by saying that no warm was made since Hollywood stars,
singers, and giant software companies already show huge annual
profits, and have a great lifestyle, and they still enjoy the enhanced
popularity there the fake products helps by being widely available
(Sykes and Matza, 1957; Cordell et al., 1996, in Ang et al., 2001).
Therefore those that consume piracy and are aware of this
compared with those that do not support the piracy see a such
product less risky benefit the society, and see groups that sell/
distribute pirated products as a trust source (vide appendix A) (Ang
et al., 2001).
24
Risk Awareness
This assumption where people trust groups and counterfeit
products change the way they perceive risk. So is possible to
conclude that those that usually consume counterfeit products
compared with those that are averse of piracy, perceive less risk
towards piracy, therefore showing positive behaviour on this
concern (Ang et al., 2001).
Integrity
Consuming pirated products is illegal, and respect of the law needs
to be considered. A research made in 1996 showed that the
willingness of consuming pirated products is negative due the fact
that it is illegal (Cordell, 1996, in Ang et al., 2007). Therefore those
who have lower ethical standards and those that do not see this
behave as unethical are more likely to fell less guilt while
consuming piracy rather than those who value integrity (Ang et al.,
2001).
Personal Gratification
While consuming piracy it is possible many times, for instance, to
realize quality issue, lack of customer support, image quality when
looking at the motion picture industry or sound issue when talking
about the music industry, and yet people are willing to sacrifice
quality when the sense of accomplishment that comes with a legal
product are less important. Researched in 1993, that piracy buyers
are less confident, less successful than non-buyers. Also those are
characteristics associated with that which looks for social
recognition (Bloch in Ang et al., 2001). Swee simple concludes that
those who are more value conscious, seek personal gratification
and have more integrity will not be in favour of piracy (Ang et al.,
2001).
Social Influences
Swee claims that individuals can be influenced in breaking rules (or
not) by their social group. This influence extent depending on how
25
susceptible this person is regarding the pressure group. This
consumer susceptibility is defined as “ the need to identify with or
enhance one’s image in the opinion of significant others through
the acquisition,... the willingness to conform to the expectation of
others regarding purchase decisions, and the tendency to learn
about products by observing others or seeking information from
others” (Bearden, 1989, in Ang et al., 2001). This mean that, there
are two forms of susceptibility, the fist one would be when people
by observing other experience with the product regards quality and
if it is a wise buy. It usually happen when the consumer does not
know the product category, characterized the informal susceptible.
The second (normal susceptibility) are characterized when
consumers seek for other’s opinions for example when they want
to make a good impression. Family and friends are crucial at this
process they can contribute or stop the process depending on how
strong is the attitude approved by them. Therefore if purchasing a
pirated product is now seen as good by his/her relatives, it will
influence negatively towards the consumption of pirated goods, it
also happen if they seek for other opinion (approval), and it is
crucial in that particular situation (Ang et al., 2001).
Informative
Price
Susceptibilit
Conscious
y
Attitude
towards
Susceptibilit
y
Consume Personal
Intention Gratification
26
Behavioural Model – III
This third model that Matos et al, purpose are based in the previous
two models however some additions were made. Also the
assumption of people buyers that justify their behaviour claiming
that no warm, or the assumptions that the piracy enhances the
popularity are discarded by the author. Furthermore Matos discard
the possibility what the risk are perceived differently by those that
trust the pirated suppliers. On the other hand the model (figure 3)
takes the previous models and extended it with the influence of
previous experience and personal risk averseness characteristic, it
adds the theory of reasoned actions.
27
Previous Experience
It was found that that previous experience that a direct connection
of how buyers and non buyers perceive the consumption as risky,
trust worth, the ethic behind the action (Ang et al., 2001). Because
of that consumers that have already consumed (never consumed)
a pirated product are directed related of how favourable
(unfavourable) behave towards piracy.
Risk Averseness
“Risk averseness is defined as the propensity to avoid taking risk
and is generally considered a personality variable” (Bonoma et al.,
1979 in Matos et el., 2007). This is and psychological trait that is
important to differentiate buys and non-buyers (Donthu and Garcia,
1999, in Matos et al., 2007). This risk can be divided into some
point that buyer of counterfeit products might face, for example
performance issue, safety, social, physiological, no warranty or any
other service that are offered for legit products (Huang et al.,
2002). So it is logical to say that those who are “more (less) risk
averse will have unfavourable (favourable) attitude toward
counterfeit” (Matos et al., 2007). So by consuming those types of
products consumers perceive the lower price an associate with the
poor guaranty and performance.
Subjective Norms
This refers of how you believe that your friends and family will
evaluate your behaviour. This scenario can be seen when the
person believes that “all his friends also watch illegally downloaded
29
movies”, so if he downloads is not an issue. Moreover, his friend’s
behaviour is seen as normative, a standard to compare with. So
this situation the positive response is also acquired (Bordens &
Horowitz, 2001).
Technology
The society has being pushing researcher to develop new and
better way to communicate, before, the society were struggling in
reproducing books, so a copy machine was invented. This idea
follow by the Radio, TV, Telephone, Mobile Phones, Fax Machines,
Internet High Definition TVs, internet Broadband, well, it goes on
and on. However technology that is particular important for this
paper is the role of the ARPANET, which became the Internet.
30
impossible to stop internet unless all website hosts, and ISP all over
the world are shut (Kahin, 1997).
The following two years (1999), Shawn Fanning and Sean Parker
released the software that made history. Napster. This software
made easy to anyone search music and downloads it. The program
worked in an easy and simple way, when installed it would seek for
music file on the user’s computer. This library would be sent to the
main server where would gather all library across all users and
simple when someone search for the music, a connection between
everyone that hosts the same file are made with this person that
wants a copy of the music. This system where “P2P” was used
made the software change the history. The reason was that any
user was able to download any virtually music available through
31
the users library which turned to be at that time the best online
music library available (February 2001 reached over 26 million
users), and more if the same files were found in many users they
would help to distribute it, so how was looking for would get the file
enjoying a good connectivity. The record label companies started
to fire law suit against the service, and grounded the service late
2001. Although not long after a new technology raised called
KaZaa/Emule/Gnutella/Limeware which was basically the same
system but the big difference was that no one could possible shut
the service since there was no centralized server, even though as it
happen, the RIAA prosecuted the company it would not turn the
service off (Einhorn, 2004). But the network started to be filled with
viruses and the search never worked well enough to grab general
attention as Napster and the next wave. We are at now days at the
third and big wave of the sharing technology, called BitTorrent. It
started in 2004 and the way it worked was just as the others
however the search would be done through simple website that
holds on their indexes the “torrent” file. This little file gives the
BitTorrent client all information needed to look across the internet
and convenient download many files like a whole album or just on
simple file like a video.
32
at least are nearly twice as much as the population of the UK
reaching an impressive number of 120 million users. It host more
than photos and this data base grows in 1 billion photos per month,
10 millions videos monthly are uploaded, and the really impressive
number comes regards when people sharing content which is 1
billion pieces weekly (new stories, links, posts, photos, videos) and
the network are growing [Facebook, 2009]. YouTube.com is the
second big example of the power of the people, many videos
hosted there are owned by TV networks however it not all. In
December 2008 alone the US users viewed over 5.4 billion videos
on YouTube.com, which represents almost 40 percent of the online
video market [comScore, 2008].
33
Innovation
It is the ability that the company has to produce the technology,
products and services based on researches which could be by
analysing the market and/or by meeting and analysing customers’
feedback. Innovation is subdivided into two more:
Creativity
Creativity refers straight to the point where the company through
observing and analysing the market and customers’ feedback, is
able to develop products and services that will meet their
expectative.
34
has power of bargain (Porter Five Forces) (Kumar & Phrommathed,
2005).
SWOT
This tool was well discussed although it helps visualise the situation
in four aspects, Strengths’, Weakness, Opportunities and Threads.
Piracy and content owners will be reviewed using this tool.
35
Literature conclusion
To summarize this extensive literature review, it is clear to see that
the piracy apart from being a social movement comes from long
time ago, long enough to have history in revolution and crossing
technologies. Even though we know this long history the piracy
faces mixed behaviours, from consumers, government and
especially from industries. Industry needs to innovate to cope with
the pressure of the piracy and some has found in this tool a partial
solution for it (vide at the appendix B, C, D, E and F for further
information and case study of companied that innovates their
services in different industries). The academia analysing the
consumer point of view brought some models that in theory
represent the consumer behaviour which are affected by many
aspects. Those researches try to build effective ways to deal with
the problem. Although due the limited imposed important aspects
was left aside and will be suggested later on.
Methodology
While developing the methodology is important to answer two
points, what methodologies and methods were used and them
justify why those were used. Some definitions would help to further
understand.
36
says that it is a mistake to research and try to explain the man,
nature, and society with mathematical precision since mathematics
not always show the truth (Simpson, 1982 in Crotty, 1998). This
method is criticised whereby the results are unreal, due the biased
research. To contrast the positivism the Interpretivism comes
along. The concept is to research the behaviour and the reasons
why people think that specific way. Marx Weber was one of the
thinkers that adopted this concept.
Metatheoretical
person’s experience
Research Object Research object has Research object is
experience
Method Statistics, content Hermeneutics,
analysis phenomenology
Theory of Truth One to one mapping Interpretations of
object
Validity Data truly measures Defensible knowledge
reality claims
Reliability Research results can Researchers recognize
37
implications of their
favouritism
38
Research design
This paper consists into Focus Group and Questionnaires which one
was carefully chosen to balance the result in order to have a better
understanding of the reality.
Focus Group
More often used by companies this qualitative research which
means that it tends to be exploratory. It explores the interaction
between the concept (idea, product) and the group. The results
need to be carefully analysed to avoid bias interpretation. The
group’s responses represent just a small segment of the target
rather than quantitative which gives a better and broad
representation, although it is important to consider the results. As
one of the positive factors this method researches have a deeper
view of the whole experience instead of bullet points with question
and answers. It is better used when related with ideas, prototypes,
to develop q quantitative questionnaire. But it is not suitable for a
situation for example where the result will not change the product
or service for instance if a software company that will release the
product in the coming week, the result will not affect the release
after all the development is done. When talking about hypotheses
it is often supported with quantitative methods. (Edmunds, 2000)
Questionnaires
This form of gathering data is popular because it is flexible, easy to
distributed, other important aspect is that when looking at financial
aspects it is possible to reach and collect large amount of
information with less resources allocated then using any other tool.
Nowadays with the aid of the technology is possible to create and
process questionnaires in matter of hours. This is also the
weakness of this tool. Anyone can create it but just fill knows how
to create a well done questionnaire claim Dornyei (2003).
Disadvantages of this methods results in not reliable data. For
example the questionneire needs to be sufficient simple and go
straight to the point so people when filling it alone can understand
39
the question. People has a limited time that is willing to spend
answering, so the result can be shallow. It limits the possibility of
the user to correct the answer, but one of the biggest problems
related with questionneires is that people do not ways report the
true. Some reasons for that was explored and involves social
desirability and prestige bias (Dornyei, 2003).
The survey created in for this project consist into twenty questions,
where was used multiple answers and scales. It was designed using
Google Docs, where it was possible to distribute through e-mails.
Effort in posting at two online forums, one with piracy as a theme
and the second are for general usage, was done so in matter of one
day was collected over 65 valid answers. The advantage of using
this tool was that it helped disseminate and reach people all over
the globe, and it was important since piraty happens virtually
everywhere. To process the data collected was exiting since was
possible to look at the realtime answers. On the other hand it
limited the answer by users that go to forums the link was posted,
people that are more familiarized to computers and those that are
online at that period.
40
enforced the ethics involved on it. Personally I do believe that was
possible to transmit confidence enough for them in order to get the
most sincere answers. Also while using the quantitative method the
list was checked to be sure that just valid forms were participating
of the grand totals. External data used was just those selected from
formal report, and well known third party companies.
Sampling
While researching a topic is virtually impossible to get everyone
involved opinions and answers, also the efforts like, time, financial
needs to be planned previously. So to make the research feasible,
carefully selected niches needs to be done, so the results could
represent that niche and it is reliable to be reproduced if another
sample is picked (Cohen, 2000). Especially in this situation where it
is impossible to get the whole world opinions just some niches were
selected for instance, two forums where the first were representing
those that they are interest in pirated content, where the second
forum was a regular with no particular theme. Those two in the one
which are themed in piracy was picked in particular to measure
their consciousness about law, copyrights and behaviour, while the
second forum would represent a random pick of people that look
the internet as a social tool.
41
Ethical and Considerations
This paper is based and followed the ethics proposed by the
University of Wales Lampter which the form can be seen at the
appendix G.
The topic touch illegal behaviours, and trying to get the best and
honest response from the participants had to re enforced that they
privacy will be kept, that the data collected through the internet
will not be tracked and that the group invited would not be
recorded so participants could feel more comfortable while
debating this sensitive topic.
Findings
It is divided in two methods, the survey conducted online and the
focus group.
Online Survey
This survey which is at the appendix J shows in some mixed
answers. The total number of responses was 71 however 5 were
disconnected due the no real responses or just under 5 questions
filled. From the valid data collected 85% were males, 63% were
aged between 19 and 25. The vast majority confirmed shopping
online which just 36% have ever bough digital material (i.e. mp3,
eBooks, films, games). Over 39% use Amazon.com regularly to
shop, while 32% shop somewhere else which was not included. The
number of hours that people spend weakly using computer in
average weekly between 2 and 3 hours daily represented 35%
while those that use computer over 3 hours daily holds 47% of the
chart. Some interesting feature comes up considering the reasons
that people use the computer for other than working, turns out that
the main aspect is for reading new with 27% at the first choice and
23% at the second place. The pure concept of socializing comes at
the second position also in the second choice with 22%. Paying
online games, like MMORPG (i.e. World of Warcraft, Counterstrike,
42
online Casions), tied with 22% as well. Partially of this result can be
seen also as a social aspects whereby people play online games
because they want the feeling of playing with somebody else
although this aspect was not considered due lack of details
collected at this point. 22% is the result also of the streaming
online media as a second choice. At this point streaming media
content reached a good mark comparing the previous question
where it got only 6% of the votes. A massive number of people
download pirated content a universe big enough to represents
92%. On this universe of those that use illegally content 46%
download something that infringes the copyrights, while 24%
download weekly. The question 11, enquired volunteers to rate in a
scale 1 to 10 how they feel about trusting their source of pirated
content and just over 81% felt comfortable to rate it between 6 to
10 (included). The rating 5 at this point was considered hostile,
considering the principle that counterfeit goes again law and
people are tends to look law as ethical (Matos et al., 2007).
The internal aspects was the focus of the next question where was
inquired if while consuming counterfeit product they would feel bad
for it, and almost 37% confess that feels bad doing it. Over 33%
43
would change the habit of consuming counterfeit media if there
was a source good enough that could stream it through the
internet. And as much as 23% are willing to pay for it. Interesting
enough around 70% would rate themselves as pirated 66% have a
feels good being a pirate. For further data analyses the tool Two –
Sample t-test were used in order to test hypotheses. The first
hypothesis is the following one:
Using the Two Sample t-test showed that the probability p which is
0.0600182, there for usually is possible to assume that the
variances are equal. The P-test Assumed Equal Variances that the
probability is equal to 0.002392 there for this hypothesis is
rejected. (Vide Appendix H).
Those that (do not) use the internet for social propose, are (not)
likely to have a positive (negative) behaviour towards piracy.
Again this two groups were tests under two sample t-test and the
results for the probability p=0.14351 is higher than 0.05 and
therefore it is assumed that the variances are again, equal.
Although this time the probability showed a p=0.844445
confirming the hypothesis. (Vide Appendix I).
44
Presentation of raw data
Figure 2 - Gender
Figure 3 - Age
45
Figure 5 - Digital shoppers
46
Figure 8 - Internet usage
47
Figure 12 - Rate trust on pirate source
48
Figure 14 - Reasons that led to piracy
49
Figure 16 - Feeling of knowing someone else is download illegally content
50
Figure 18 - Stream
51
Figure 21 - Self rate as a pirate
Focus Group
Four volunteers showed for the informal research that was placed
at an ordinary coffee shop at central London. The unique criteria
were that the place had to be private so the participants could hear
each other and feel confident between friends. Two out four were
my friends while the other two was the first time meeting them.
However they were friends of my two colleges. Those volunteers
were communicated that the conversation will not be recorded
however I would take some small bullet points to remember the
conversation. At the beginning was stipulated that the meeting
would last 30 minutes however the conversation were exiting and
all participants wanted to share their options and beliefs about the
topic, what extended the meeting 30 minutes longer. The
discussion were moderated by myself, to avoid bias interpretation I
reserved myself for only conducting and suggesting topics trying
not to be part of the actual conversation but keeping the
volunteers on track.
52
1- Usage of piracy – All integrants were listening and watching
videos on pirated, Mr. A, pointed out that the reason of the
industry providing more storage for devices like MP3 players,
mobile phones, even computer is that they need more and
more storage for the content they have. Mr. B said “there’s
no point having mp3 players with 16gbs (refereeing to the
Iphone) and paying for everything. It would take £5.000 to fill
it all, no one has money to spend on that, and the industry is
still pumping the storage, looks like the mobile, mp3 player
rely on piracy”.
53
4- Streaming media - Three out four said that they do not
usually download illegally content from BBC because they
use BBC Iplayer instead. They said that the service in general
is well done and meet their needs. Since the video are
available for 30 days day can watch it without problems. Also
pointed out the quality is reasonable good if you want to
watch it streaming but if you download you can get it in HD
(high definition). Although service for them lack in surround
sound and movies.
55
towards the frequency that they download illegally content and
their general behaviour towards self and piracy.
Conclusion
The consumer behaviour are affected by many factors and despite
of the newspapers usually publicising that the legitimate commerce
are losing territory for counterfeit due the lower price, that not all
true. The human kind has being sharing information and ideas for
ever and this made us evolve and develop even further technology
on this free speech based society. However not long ago countries
signed the international agreement to protect the ways ideas are
expressed and giving rights for those that had it copyrighted, which
is an at least ironic. Now this licensing worth money, and the rights
to the use of the technology can avoid other companies to further
develop solutions in fields so important like the medicine.
Many models came across, Huang et al., Ang et al., and served as
base to the expanded model proposed by Matos et al. I did
research all models, and proposed my model (figure 5). I agree and
tried to through my research, to poof what Ang et al., proposed
back in 2001. He said that even though people are likely to behave
negatively towards counterfeit, situations where a trust worth
relationship are built between customer and counterfeit suppliers
change the pre disposition of negatively to a positive matter. My
research tried to build a relation between those that believe on
their piracy suppliers and the frequency in which they download
illegally content. The Two Sample t-test, showed a huge difference
in between the average frequency of used pirated goods but it
should be discarded due what believe is sample error.
The social norm was the second big impact and even though all
authors came across with this factor, only the internal moral, family
approval as Matos et al., suggests, or the way people justify their
action based on the environment (Sykes and Matza, 1957; Cordell
et al., 1996, in Ang et al., 2001). But another factor that I suggest is
56
the principle of sharing ideas and culture, indeed it is what makes
us a society. The hypothesis proposed says that those that (do not)
use the internet for socialization tends to behave positively
(negatively) towards the piracy.
57
Previo
Price Risk
us Integri
Qualit Awaren
ess Experi ty
y
encePersona
Price Social Risk
l
influen Percei
Gratific
ces ved
ation
Perceived Attitudes
Subjective
behaviour toward
norms
control behaviour
Behaviour
intention
Behaviour
toward
Piracy
Figure 25 - Model IV
Summary of findings
The consumer behaviour piracy is a result of many factors. Social
norm is one of them which was proofed that the more social
focused the user is, the behaviour tends to be positive. Sample
error rejected the hypothesis of the relation between the trusting
the pirated goods suppliers and the frequency those goods are
consumed.
58
Recommendation
As shown the socialization is caved in our culture and we tends to
behave in a positive way towards it sharing information and it is
not feasible change this idea all humans have. So it is very
important the media adapts to this idea as see how it could work
on their favour.
Would be good to have a risk free service where you buy the
video/music and if liking it you can keep the file or even have
the digital and the physical which would be delivered.
59
Limitation of research
The research was limited by timing, human resources since would
be easier having someone else’s support for conducting the
research. The limited content gathering when looking at the
measures the industry are taking, and the research that they
conduct are important for this dynamic subject but it is not easily
shared with the general public, therefore the data used were not
always the latest.
Third point – due the nature of the research being too broad, much
later sampling should be taken
60
Bibliography
Ang, H.S., Cheng, P.S. & Lim, E.A.C.T.S.K., 2001. Spot the difference
consumer responses towards counterfeits. JOURNAL OF CONSUMER
MARKETING, 18(3), pp.219-35.
Bordens, K.S. & Horowitz, I.A., 2001. Social Psychology. 2nd ed.
Lawrence Erlbaum.
Huang, J.-H., Lee, B.C. & Ho, S.H., 2002. Consumer attitude toward
gray market goods. The Emerald Research Register, 21(4), pp.598-
614.
61
Kahin, B., 1997. Coordinating the Internet. The MIT Press.
Matos, C.A., Ituassu, C.T. & Rossi, C.A.V., 2007. Consumer attitudes
toward counterfeits: a review and extension. Journal of Consumer
Marketing, Emerald Group Publishing Limited(24), pp.36-47.
Stim, R., 2009. Patent, Copyright & Trademark (Patent, Copyright &
Trademark: A Desk Reference to Intellectual Property Law). 10th
ed. NOLO.
62
Tan, B., 2002. Understanding consumer ethical decision making
with respect to purchase of pirated software. 19(2), pp.96-111.
Valsener, J., 2000. Culture and Human Development. 1st ed. Sage
Publications Ltd.
63
BSA : Business Software Alliance, 2008. Internet Piracy Report.
[Online] BSA : Business Software Alliance Available at:
http://www.bsa.org/files/Internet_Piracy_Report.pdf [Accessed 08
Augustus 2009].
64
Greenberg, A., 2008. Forbes, Spore's Piracy Problem. [Online]
Available at: http://www.forbes.com/2008/09/12/spore-drm-piracy-
tech-security-cx_ag_mji_0912spore.html [Accessed 20 Augustus
2009].
Kravets, D., 2007. RIAA Jury Finds Minnesota Woman Liable for
Piracy, Awards $222,000. [Online] Available at:
http://www.wired.com/threatlevel/2007/10/riaa-jury-finds/
[Accessed 01 Augustus 2009].
65
Reston, 2007. For Radiohead Fans, Does "Free" + "download" =
Freeload"? [Online] comScore, Inc Available at:
http://www.comscore.com/Press_Events/Press_Releases/2007/11/Ra
diohead_Downloads [Accessed 01 Augustus 2009].
Schiesel, S., 2004. New Yoor Times : File Sharing's New Face.
[Online] Available at:
http://www.nytimes.com/2004/02/12/technology/circuits/12shar.ht
ml?
ex=1391922000&en=da75cefbee224928&ei=5007&partner=USER
LAND [Accessed 24 Augustus 2009].
Yu, E., 2007. Revenue loss from pirasy in Asia up: News: Software -
ZDNet Asia. [Online] Available at:
http://www.zdnetasia.com/news/software/0,39044164,62013101,00
.htm [Accessed 01 Augustus 2009].
66
Appendix A
However using the Google Search Trends which is a tool that give a
time line with the number of search for those groups worldwide
shows that AXXO are losing rapidly popularity in spite of holding
more than double of the search of all groups together (vide figure
5). Also searching for AXXO at Torrentz shows that at least the first
20 listed movies they have being downloaded over 10,000 times
while the other do not reach 3,000 downloads [Torrentz.com,
2009]. It is interesting to see the general behaviour regards this
group, since they did catch the confidence of those that look for
pirated videos.
67
Figure 22 - AXXO, FXM, FXG, KLAXXON
Appendix B
68
up all uses, the volunteered paid and those that did not payt, the
band received $2.62 per album. comScore’s marketing manager
Andrew Lipsman said that this experiment was a success even
though the price per album was sold below the market average.
The reasons for this is that Radiohead cut off the middleman, had
nearly no cost for distribution and the revenue per digital sold copy
is far greater than physical albums and it goes straight away to the
band rather than for the record labels, studios and so on. Also the
band enjoy other important and hard to measure benefits which
includes the possibility of increase of fans’ base since for then it is
a risk album to know a different band, therefore possible more
incoming generated from previous albums and concert tickets. The
initiative has a good impact with their fans base for allowing them
to volunteer paying the amount they believe is fare. The physical
album is also in sales at the same website, CDS, Vinyl editions also
suffered a positive effect with it. comScore claims that for every $1
pay voluntary, they sold $2 in “diskbox” [Reston, 2007].
69
of copies that infringes the copyrights would overtake the legal
downloads, even though the album could be bought by nothing.
This intriguing results shows that many users just download music
the way they believe it is the easier and faster way, after all, many
of those whose downloaded illegally already know those websites
and use it with some frequency. A criticism brought by Doug
Lichtman which is a lecture at the UCLA School of Law, two points,
the first is that as the Band did “give away for any price including
for free” people felt comfortable using illegal sources, the second is
that in order to buy the album legally the website required the user
address and post code and this might had turned off many users
[Greenberg, 2007].
70
Appendix C
71
Appendix D
72
Appendix E
BBC iPlayer in UK
The BBC iPlayer is a service that the organization unveiled at late
December of 2007. During first three weeks the company reported
that more than 3.5 million videos were served, through stream or
download. This catch up service offer nowadays almost all
programs broadcasted along the radio shows that the BBC
produced. All catalogue are kept online for at least 30 days where
anyone living in UK can enjoy free of charge [Highfield, 2008]. One
year after this later report the service showed consistency. Virgin
Media reported that last year their customers enjoyed more than
500 million videos where 20% (95 million) were coming from the
BBC iPlayer. December 2008 Virgin Media alone recorded that
more than 41 million videos were served by the iPlayer which is a
huge grow from the previous year. Rahul Chakkata comments the
company is pleased with the success of the iPlayer and claims that
due the organization is trying to expand the service for other form
that users can access them like Iphone, Android phones [Sweney,
2009].
73
Appendix F
Soon what people figure out was that enjoy the online feature it is
needed only the “CD Key” which comes when you buy it, and it is
possible to use the same key when playing with the pirated version
74
so the game would have no limitation and still have the exclusive
online features. From 1st September to 09 December 2008 the
same were downloaded around 171.000 times according to Big
Champagne which is a company that tracks information. They
claim that it is a record, so instead of preventing the piracy with
the DRM, EA had to face a furious crowed and a record breaker
pirated game [Greenberg, 2008].
Appendix G
Y/N/further details
Children under 18 N
Children in care N
Prisoners N
Elderly persons N
75
Other Vulnerable Groups N
Students Y
Staff N
For the survey, was not restricted, the post on both forums were
open and anyone were welcome to answer it. At the post and the
survey itself, the participants could read clearly that the answers
would not be tracked neither the personal identification of each
volunteer.
Two of those participants are friends of mine, where the other two
were their friends. This helped because a better environment could
be created also some answers were personal enough that just in a
trustful environment was possible to reach. Also I put myself aside
and tried to not interfere with the debate.
76
Regards the survey no participants were connected directly as far I
am concern.
The focus group was designed to build the best and more
comfortable environment possible for every participant have time
and confidence to debate and express their opinion. Also as all four
participants new previously each other, it was easy to make the
meeting a easy environment for such sensitive topic.
77
do not follow the law. Therefore formal consent would imply in
stress from their perspective and would interfere on the research.
Although bullet points were written during the meeting.
Regards the focus group, notes were made after the meeting
where their names and identities were changed and just identified
by one letter. Also I am aware that non form of identification will be
provided by me in order to keep their privacy.
78
Appendix H
Table 3 – Two Sample F-Test for Variances – Suppliers believe versus usage
frequency
79
Appendix I
F-Test Two-Sample for Variances – Internet for social use related with
behaviour towards piracy
Those that use the internet for Those that use the internet something
social propose else other than social
Observations 29 36
df 28 35
F 0.674578904
Table 6 – t-Test Two Sample Assuming Equal Variances – Internet for social use
related with behaviour towards piracy
80
Appendix J
And I believe that the consumer behaviour towards piracy has a lot
to do with the natural need of the humans to socialize. Therefore I
need as much response as possible to confirm my assumptions
Through the ethics that bind this study it is important to leave clear
that all data collected WILL NOT BE TRACKED NEITHER PEOPLE
IDENTIFICATION
Top of Form
Male
Female
under 15
15-18
19-25
26-35
above 36
81
03 - Do you shop online?
Yes
No
Yes
No
Itunes
Amazon.com
Steam
Other:
0 - 4 hours
4 - 14 hours
14-21 hours
over 21 hours
07 - When you are at home, what do you use the internet mainly
for?
Reading News
82
Stream online videos and music, ie, YouTube, Vimeo, Hulu,
Revision3
Online shopping
Other:
Reading News
Online shopping
Other:
Yes
No
Daily
Twice a week
83
Weekly
Monthly
1 2 3 4 5 6 7 8 9 10
I don't I
trust trust
Edonkey, Gnutella
Usernet
Direct Download
Other:
Other:
84
14 - From 1 to 10 how bad do you feel after downloading pirated
material? Answer only if you download pirated material
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
Ba Goo
d d
1 2 3 4 5 6 7 8 9 10
Comforta
ble
enough to
Not
people
comforta
come and
ble using
ask my
computer
opinion
s
about
technolog
y
85
18 - Regards streaming video and music online, Would you pay for
the service and having it without ads or would you use the free and
ads based version? Answer only if you would trade piracy for online
video and audio streaming
Other:
1 2 3 4 5 6 7 8 9 10
I have a I have a
negative positive
view view
towards towards
piracy piracy
1 2 3 4 5 6 7 8 9 10
Yes, I
No I'm consume
not a more illegal
pirate material then
usual
86
87
Appendix K
06 - How
many hours 10 - How
do you 08 - What 09 - Do you often do you
spend on 07 - When you are at would be your download download
the internet home, what do you use second pirated pirated
weekly? the internet mainly for? choice? content? material?
14-21 hours All above Yes Weekly
Stream online
videos and
music, ie,
YouTube,
Vimeo, Hulu,
4 - 14 hours Reading News Revision3 Yes Daily
Social network-
Play games, ie Wow, ie. Facebook,
over 21 Online Casinos, Diablo Orkut, Twitter, Less than
hours 2, Team Fortress Digg, Forums Yes monthly
Play games, ie
Wow, Online
Casinos,
Diablo 2, Team
14-21 hours Reading News Fortress Yes Daily
Play games, ie Wow,
Online Casinos, Diablo
14-21 hours 2, Team Fortress pr0n Yes Daily
Play games, ie
Wow, Online
Casinos,
over 21 Diablo 2, Team
hours Reading News Fortress Yes Daily
over 21 Reading News Stream online Yes Twice a week
hours videos and
music, ie,
88
YouTube,
Vimeo, Hulu,
Revision3
Social network-
ie. Facebook,
Orkut, Twitter,
14-21 hours download stuff Digg, Forums Yes Twice a week
Stream online
videos and
music, ie,
Play games, ie Wow, YouTube,
over 21 Online Casinos, Diablo Vimeo, Hulu,
hours 2, Team Fortress Revision3 Yes Daily
Downloading
over 21 movies/games/music
hours and socializing. Reading News Yes Daily
Stream online
videos and
music, ie,
Play games, ie Wow, YouTube,
over 21 Online Casinos, Diablo Vimeo, Hulu,
hours 2, Team Fortress Revision3 Yes Monthly
Social network-
Play games, ie Wow, ie. Facebook,
Online Casinos, Diablo Orkut, Twitter,
14-21 hours 2, Team Fortress Digg, Forums Yes Weekly
11 - From 1
to 10 - How
much do 13 - What's 14 - From 1 to
you trust 12 - Where do the reason 10 how bad do
on your you usually that led you you feel after
source of download consume downloading
pirated pirated pirated pirated
material? material? material? (13 – Subdivided) material?
BitTorrent I believe that
searchs, ie, music, video
ThePiratebay, and software
Mininova, are too
8 Private trackers expansive 3
BitTorrent I believe that
searchs, ie, music, video
ThePiratebay, and software
Mininova, are too
8 Private trackers expansive 3
BitTorrent I believe that
searchs, ie, music, video
ThePiratebay, and software
Mininova, are too
1 Private trackers expansive 1
BitTorrent I believe that
searchs, ie, music, video
ThePiratebay, and software I just want to test
Mininova, are too before buy the legal
10 Private trackers expansive version 1
10 BitTorrent Tired of 1
searchs, ie, buying gates
ThePiratebay, just to beat
Mininova, them in a
89
matter of
Private trackers days.
BitTorrent
searchs, ie,
ThePiratebay, I don't know
Mininova, any legal
10 Private trackers alternative 1
BitTorrent I believe that
searchs, ie, music, video
ThePiratebay, and software
Mininova, are too
8 Private trackers expansive 1
BitTorrent I feel safe
searchs, ie, downloading
ThePiratebay, from the
Mininova, reliable source
10 Private trackers that I have 1
BitTorrent I believe that
searchs, ie, music, video
ThePiratebay, and software
Mininova, are too
10 Private trackers expansive 1
I believe that
music, video
and software
are too Comfortable
10 Private FTP expansive alternative 1
BitTorrent I believe that It's just easier not
searchs, ie, music, video having to go to the
ThePiratebay, and software store/cinema/video
Mininova, are too store to get what i
6 Private trackers expansive want 8
BitTorrent I believe that
searchs, ie, music, video
ThePiratebay, and software
Mininova, are too
8 Private trackers expansive 1
18 - Regards
streaming
video and
music
online,
15 - From 1 to 17 - If there Would you
10 - How was a Website pay for the 19 - From 1
would you feel 16 - From where you service and to 10 - How
if someone 1 to 10 could stream having it do you 20 - From
tells you that How Video and without ads classify 1 to 10 -
they have would you Audio would or would your Do you
being evaluate you use it you use the behaviour consider
downloading your instead of free and ads towards yourself
pirated computer downloading it based piracy in as a
content? skills? illegally? version? general? pirate?
No, I prefer
No, I still want having it for
to have it on my free and
3 8 computer watching ads 8 6
9 10 No, I still want No, I prefer 5 9
to have it on my having it for
90
free and
computer watching ads
No, I prefer
No, I still want having it for
to have it on my free and
10 7 computer watching ads 10 10
No, I prefer
No, I still want having it for
to have it on my free and
10 10 computer watching ads 10 10
No, I still want
to have it on my
5 10 computer Neither 5 5
Yes, I would
pay and not
Yes, I would having to
10 10 change watch ads 5 1
No, I prefer
No, I still want having it for
to have it on my free and
5 8 computer watching ads 5 1
No, I prefer
No, I still want having it for
to have it on my free and
10 10 computer watching ads 10 10
Yes, I would
No, I still want pay and not
to have it on my having to
10 10 computer watch ads 10 10
No, I prefer
No, I still want having it for
to have it on my free and
6 10 computer watching ads 10 1
No, I prefer
having it for
Yes, I would free and
5 8 change watching ads 5 7
No, I prefer
No, I still want having it for
to have it on my free and
6 9 computer watching ads 6 1
91