Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services

The launch of several movie streaming services has raised new questions about how online consumers deal with both legal and illegal options to obtain their desired products. This paper investigates the factors influencing consumers’ intentions to subscribe to online movie streaming services. These services have challenged the dramatic growth in their illegal counterpart in recent years. Taking the theory of planned behavior as a starting point, we extended existing models in the literature by incorporating factors that are specific to consumer behavior in this particular field. A quantitative survey was conducted for the Italian market, and structural equation modeling was used for data analysis. Attitudes, involvement with products, moral judgement and frequency of past behavior were found to be the most important factors in explaining the intention to pay for movie streaming services. The paper provides insights for policy makers and industry managers on the marketing communication strategies needed to minimize the risk of digital piracy

E-tailers versus Retailers: Which Factors Determine Consumer Preferences

The growth of Internet technology and electronic commerce has not been matched by theoretically-guided social science research. Clear and well designed consumer research is needed to describe, explain, and predict what will happen to this changing landscape. The primary purpose of this study is to investigate the structure for consumer preferences to make product purchases through three available retail formats - store, catalog, and the Internet. Conjoint analysis was used to assess the structure of the decision and the importance of the attributes in the decision-making process. The results from this study noticeably show that the structure of the consumer decision-making process was found to be primarily one of choosing the retail format (store, catalog, or Internet) and price of product (set at low, medium or high) desired. The strength of the retail store format suggests that fears that the Internet will take over the retail arena seem, at least at this point in time, overblown and exaggerated. However, there seems to be an identifiable segment of customers that has a preference for the Internet as a retail shopping alternative.Economics ;

Intending to be ethical: An examination of consumer choice in sweatshop avoidance

While much research in ethical consumption has focused on contexts such as food, this research explores ethical consumer decision-making in the context of intention to avoid sweatshop apparel. This research seeks to deepen the Theory of Planned Behavior with respect to the motivation and volitional stages underlying behavior. The findings of the research, based on 794 consumers, are novel and support an enriched framework which reveals that the role of attitude, subjective norm and perceived behavioral control are mediated by desire, intention and plan. The findings have implications for research seeking to address the ‘intention-behavior’ gap