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Exploring Online Piracy Intentions and Possibilities for Converting Pirates into Paying Customers

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Altobello, Suzanne
dc.contributor.author Länsiö, Niklas
dc.date.accessioned 2019-10-13T16:01:48Z
dc.date.available 2019-10-13T16:01:48Z
dc.date.issued 2019
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/40642
dc.description.abstract Objectives The main objective of this study was to map out consumer intentions for online piracy so that businesses and intellectual property owners could take this information into consideration when designing services and products in a way that minimizes the negative effects of piracy. Summary A quantitative questionnaire was conducted with 220 responses, most of which were from young Finnish students and computer game enthusiasts. The survey consisted of questions related to various aspects of online piracy and paying for digital content. The results were analysed using IBM SPSS 25. The results indicated that piracy is often not a pricing problem, but rather a service or product -related problem. Conclusions It was discovered that converting pirates into paying customers is indeed possible. Consumers are more likely to pirate products if the legitimate ver-sion is not easily available, if they want to test the product before committing to a purchase, if the pirated version is superior, if they have low moral obliga-tion against piracy and if they have pirated in the past. The findings also suggest that income is not a significant factor in determining piracy behav-iour. Businesses and intellectual property owners should actively research why their products are being pirated and try to use the pirates as a source of valuable market insight for developing better products in the future. en
dc.format.extent 37 + 7
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Exploring Online Piracy Intentions and Possibilities for Converting Pirates into Paying Customers en
dc.type G1 Kandidaatintyö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Mikkelin kampus fi
dc.subject.keyword piratismi fi
dc.subject.keyword kuluttajakäyttäytyminen fi
dc.subject.keyword teknologia fi
dc.subject.keyword tekijänoikeus fi
dc.subject.keyword tekijänoikeudet fi
dc.subject.keyword piracy en
dc.subject.keyword consumer behaviour en
dc.subject.keyword multimedia en
dc.subject.keyword entertainment en
dc.subject.keyword subscription services en
dc.subject.keyword intellectual property en
dc.subject.keyword copyright en
dc.identifier.urn URN:NBN:fi:aalto-201910135656
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.programme (Mikkeli) Bachelor’s Program in International Business en


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