Handbook of Service Marketing Research
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Handbook of Service Marketing Research

Edited by Roland T. Rust and Ming-Hui Huang

The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today.
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Chapter 20: A meta-analytic investigation of the antecedents of digital piracy

Steven A. Taylor, Chiharu Ishida and Horace Melton


Digital piracy (hereafter referred to as DP) remains a problem for marketers of digital products such as software, music, and movies (Bocij 2006; Cockrill and Goode 2012; Higgins and Marcum 2011; Hinduja 2006; Taylor 2012a, 2012b; Taylor et al. 2009). The vast majority of DP occurs over the Internet (Higgins and Marcum 2011), making attenuation of DP difficult to monitor and enact. A few theoretical frameworks have been applied to explain DP-related behaviors, but only a few theories exist trying to generally explain illegal behaviors, and little research has sought to test the generalizability of explanatory theories specific to DP. Consequently, a problem with the literature on DP is that, typical with areas of inquiry in their infancy, it includes a number of areas of emphasis that have largely evolved independent of one another. This can make difficult the ability to test the merits of competing more general underlying theoretical explanations of DP intentions and behaviors. Consequently, we argue that the body of knowledge related to DP will benefit from a systematic review of the literature with an eye toward integrating existing theoretical explanations. In this chapter we address this void by conducting a series of meta-analyses related to underlying influences on the formation of DP intention/ behaviors. Aquinis et al. (2011) assert that meta-analysis is the dominant approach to research synthesis.

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