Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/50338

Piracy versus Netflix: Subscription Video on Demand Dissatisfaction as an Antecedent of Piracy

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Title:Piracy versus Netflix: Subscription Video on Demand Dissatisfaction as an Antecedent of Piracy
Authors:Riekkinen, Janne
Keywords:Electronic Marketing
attitudes, cognitive dissonance, digital piracy, neutralization, video on demand
Date Issued:03 Jan 2018
Abstract:Drawing from cognitive dissonance and neutralization theories, this study seeks to improve the understanding on consumer decision-making between the current legal and illegal video consumption alternatives. We develop and test a research model featuring Subscription Video on Demand (SVOD) satisfaction and various dimensions of SVOD quality as antecedents of video piracy neutralizations and attitudes. Based on results from an online survey among Finnish SVOD users, SVOD satisfaction is primarily determined by content quality, and has a small negative effect on attitude toward piracy through decreased piracy neutralization. However, it appears that current legal services are not seen as true alternatives to illegal sources of video content.
Pages/Duration:10 pages
URI:http://hdl.handle.net/10125/50338
ISBN:978-0-9981331-1-9
DOI:10.24251/HICSS.2018.450
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Electronic Marketing


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