Exploring Piracy Purchase Intensions: The Case of VCDs

Gerard Prendergast, Ian Phau, Hing Chuen Leung

Research output: Chapter in book/report/conference proceedingChapterpeer-review

Abstract

This research explores the demand determinants of consumers purchasing non deceptive pirated products, specifically, pirated video compact discs (VCD). Utilising a structured questionnaire and counter-biasing statements, results from face to face street intercept interviews showed that low spenders of pirated VCDs are mainly composed of people who are aged 19 to 24, blue collar occupation, relatively low monthly income, with secondary education. High spenders of pirated VCDs are in the age bracket of 25-34, white-collar jobs, monthly income HK$10,000-HK$19,999, with secondary education. Consumers identify pirated VCDs usually by lower price and buying location; however, price was not the sole determinant for purchase. Finally, they bought the pirated VCDs mainly for private and family entertainment. Based on these results, the paper makes recommendations for original brand manufacturers and policy makers for combating pirated products.

Original languageEnglish
Title of host publicationNew Meanings for Marketing in a New Millennium
Subtitle of host publicationProceedings of the 2001 Academy of Marketing Science (AMS) Annual Conference
EditorsMelissa Moore, Robert S. Moore
PublisherSpringer Cham
Pages154
Number of pages1
ISBN (Electronic)9783319119274
ISBN (Print)9783319119267
DOIs
Publication statusE-pub ahead of print - Oct 2014
EventNew Meanings for Marketing in a New Millennium: 2001 Academy of Marketing Science (AMS) Annual Conference - San Diego, United States
Duration: 30 May 20012 Jun 2001

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Conference

ConferenceNew Meanings for Marketing in a New Millennium
Country/TerritoryUnited States
CitySan Diego
Period30/05/012/06/01

Scopus Subject Areas

  • Marketing
  • Strategy and Management

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