Getting a handle on what drives a consumer to choose a fake, illegal product
is a complex job. Motives vary widely, from price and easy access to social
acceptability and a perception that a counterfeit purchase is a game, which falls
outside the law and to which there are no consequences. And, consumers include
weak government commitment to fighting and prosecuting counterfeiting among
their motives – or excuses – to look the other way.
In this research the focus is on the demand side of the marketplace, i.e. the
consumer. The researcher wishes to investigate about consumers’ ethics towards
piracy and examine factors that motivate them to purchase pirated DVDs and
CDs. In the previous study made by Shoham (2008) the factors that may influence
consumers’ willingness to engage in software and CD piracy were analyzed, they
are relativism perception, moral/ethics and attitudes to piracy. This is a replication
of the research made by Shoham (2008) taking place in Yogyakarta, Indonesia.
The research findings brought by 226 questionnaires have led the writer to
the conclusion that: Moral Equity, attitudes toward the act and Relativism do
affect individual’s willingness to engage in software and CD piracy, however
Relativism does not have enough significance.