This research contributes to the literature in three ways.
First, prior literature shows that attitude toward piracy is
related to piracy intentions. We extend this work by providing
evidence that attitude toward online piracy can affect
willingness to try alternative services (i.e. SBMS). Second, the
literature on piracy has been rich but fragmented. We
integrate this prior work by proposing and testing a
parsimonious model that evaluates the antecedents of
attitudes toward the digital piracy of music (hedonic benefits,
economic benefits, moral judgment). Third, while much
research has shown that product involvement is an important
factor in consumer behavior (Bloch, 1981), this has been
overlooked in the piracy literature. We address this gap by
examining the influence both of general involvement with
music and with SBMS themselves. Overall, we contribute to
the TRA, digital piracy and ethical decision-making (Hunt
and Vitell, 1986) literatures by testing an attitude-intention
model which includes ethical considerations. We employ a
non-student sample and apply structural equations modeling
(SEM).