Abstract
Brazil is the fourth-largest country where pirated products are highly commercialized. As a result, the film industry, the overall economy and international relations suffer significant damage. Despite the importance of this issue, there are few empirical studies that examine how consumers decide to engage in this piracy. This research investigates whether ethical, legal, economic and behavioral factors are relevant in the consumer decision-making processes of purchasing pirated DVD films. The methodological approach adopted was quantitative, and the data were analyzed using a technical regression binary logistics model. The study was conducted with 205 Brazilian graduate students. The results suggest that economic and legal factors have the greatest influence in consumer decision-making processes. The results also demonstrated that factors such as considering piracy as illegal, perceiving the original DVD price as fair, and having access to information on the consequences of piracy diminish the intent to engage in DVD piracy.
Keywords:
Acquisition-mode decision; Consumer behavior; Logistic regression