Internet Piracy among Business Students: An Application of Triandis Model

Article excerpt


Internet is one of the most valuable technologies of the information age. As it was developed to make our daily life much more comfortable with faster and easier to access to available and useful information but it ha s also opened up a new dimension of misconduct such as internet piracy which is related to the down side of the technology. Internet piracy is a term used for the general use of the Internet to illegally copy or distribute counterfeit of other unauthorized software. Internet piracy occurs when the Internet is used to advertise, offer, acquire or distribute pirated software. Software, music and video theft and distribution threaten to undermine the tremendous innovation, job and revenue that the Internet promises. As the Internet continually gets easier, faster, and less expensive, Internet piracy has also moved in tandem. The Internet allows products to move from computer to computer, with no hard media transaction and with minimum risk. Due to its convenience and effectiveness, Internet piracy has be come widespread. (International Planning and Research Corporation's World Piracy Study)

Internet piracy is a global issue that everyone has to be concerned about. The reason being, it has a significant impact on the economy, costing the world billions of dollars a year in job losses, retail dollar losses and governmental tax losses. Internet piracy issue is crucial in Malaysia as for the year 2000 revenue losses for the United State software industry in Malaysia as a result of software theft were estimated to be almost US$ 95.9 million, reflecting a piracy rate of 66 percent. These losses continue to inflict significant damage not only to the software industry but also the entire Malaysians economy, robbing software publishers of their products and deterring local involvement in software development.

More recently, Lysonski and Durvasula (2008) reported that digital piracy (i.e. illegal downloading of music) was highly prevalent among college students in the US. The authors recommend that studies of this kind should be extended to university students in other countries to determine if such practices are common across cultures. Insights into this could assist in developing measures to curb piracy practices. Following that, the present research is conducted to identify the university students' intentions toward Internet piracy in the context of Malaysia. This research is essential as university students are the future knowledge workers and managers. The university curriculum has been stressing the ethical aspects of managerial decision making has that got through to our future managers? Also if there is a lack of awareness about the Internet piracy issue in their life, they might be the potential Internet pirates of the future.


Conceptual Foundation

Intention-based models are one of the perspectives to pr edict us age b y identifying the determinants of behavioral intentions of individual users. Theory of Reason Action--TRA (Fishbein and Ajzen, 1975; Ajzen and Fishbein, 1980), Theory of Planned Behavior--TPB (Ajzen, 1991), Technology Acceptance Model-TAM (Davis, 1989; Davis et al., 1989), and Triandis Model (Triandis, 1980) are examples of the intention-based models. In addition, Innovation Diffusion-based model such as Innovation Diffusion Technology Model-IDT (Agarwal and Prasad, 1997; Brancheau and Wetherbe 1990; Roger 1995) is another approach for Information Technology (IT) adoption research. Cho and Cheung (2003) had developed the Extended Technology Acceptance Model (ETAM) that examined the important factors affecting customers' intention to adopt an online legal services system. For the purpose of this study, Triandis model (1980) was adopted. The next section describes the details of the model.

Triandis Model

Triandis model was first proposed in 1971. The model argues that behavior is determined by w hat people would like to do (attitude), what they think they should do (social norms), what they usually do (habit), and by the expected consequences of their behavior. …


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