A Segmentation Study of Digital Pirates and Understanding the Effectiveness of Targeted Anti-Piracy Communication

The objective of this study is to improve the effectiveness of anti-piracy educational strategies by identifying unique digital pirate segments and delivering personalized campaign messages to the target audiences. In the first study, we introduced a segmentation study of digital pirates based on di...

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Bibliographic Details
Published in:Journal of theoretical and applied electronic commerce research 2023-09, Vol.18 (3), p.1560-1579
Main Authors: Jeong, Bong-Keun, Khan, Sarah S., Kang, Bomi
Format: Article
Language:English
Subjects:
anti-piracy
Cluster analysis
communication
digital piracy
Education
Effectiveness
Electronic commerce
Ethics
Messages
Piracy
Risk perception
Segmentation
segmentation perceived risk
Segments
Software
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Summary:The objective of this study is to improve the effectiveness of anti-piracy educational strategies by identifying unique digital pirate segments and delivering personalized campaign messages to the target audiences. In the first study, we introduced a segmentation study of digital pirates based on different types of risks involved in pirating activities. We identify four digital pirate segments (anti-pirates, hard-core pirates, performance-sensitive pirates, and finance-sensitive pirates), each demonstrating distinctive characteristics. Further profiling of the segments revealed different risk perceptions regarding gender and piracy experience. In the second study, we conduct an experiment to test the effects of targeted campaign messages for the newly identified pirating segments. Our results show that targeted piracy campaign messages have a significantly higher message persuasiveness, while they damage the attitude towards piracy. However, we found that the targeted piracy campaign messages have a marginal effect on changing the intention to pirate. Findings from this study offer useful implications for the design and implementation of anti-piracy educational campaigns.
ISSN:0718-1876
0718-1876
DOI:10.3390/jtaer18030079