THE ROLE OF PERSONAL NORM IN PREDICTING INTENTION FOR DIGITAL PIRACY

Abstract

This study employs the Norm Activation Model (NAM) to examine the factors that influence digital piracy (DP). NAM is a well-grounded, attitude-based model that proves to be an effective predictor of the motivation and the role of emotions, which drive behavioral intentions. With data from 231 participants and using PLS, the results show that all three independent constructs have a significant impact on personal norm, which in turn influences pirates’ intention to engage in DP. The role of social influence on the pirates’ intention to continue to practice DP is significant as well.