PURCHASING INFLUENCE FOR UNAUTHORIZED ENTERTAINMENT PRODUCT CONSUMERS IN NEW YORK
►Dr. Christian Akaeze and Dr. Nana Shaibu Akaeze
Product piracy inhibits creative talents, innovation and significantly affects the economic benefits for original creators of entertainment ideas and products. Based on Theory of Planned Behaviors, the purpose of this qualitative multiple-case study was to explore some consumer behaviors which influence purchases of pirate entertainment products in New York City. Data were collected from 50 participants who have purchased pirated entertainment products for atleast 2 years. Data analysis involved thematic analysis. The 3 emergent themes in final report related to Personal, Cultural, and Social Influences on entertainment consumers purchases of pirated products. The findings could result in strategies for managers to inhibit piracy and alleviate damaging effects to sales and profitability of entertainment products. This study is beneficial to the entertainment practitioners, academics, managers and policy makers.
KEYWORDS: Entertainment product, Movie piracy, Replication