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    I worship, so I download? Idol worship, music purchase and piracy by young consumers in Taiwan

    234521_234521.pdf (706.5Kb)
    Access Status
    Open access
    Authors
    Yu-An Huang
    Lin, Chad
    Hung-Jen Su
    Mei-Lien Tung
    Date
    2015
    Type
    Journal Article
    
    Metadata
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    Citation
    Yu-An Huang and Lin, C. and Hung-Jen Su and Mei-Lien Tung 2015. I worship, so I download? Idol worship, music purchase and piracy by young consumers in Taiwan. Asia Pacific Journal of Marketing and Logistics. 27 (1): pp. 99-126.
    Source Title
    Asia Pacific Journal of Marketing and Logistics
    DOI
    10.1108/APJML-03-2014-0050
    ISSN
    1355-5855
    School
    School of Public Health
    URI
    http://hdl.handle.net/20.500.11937/10097
    Collection
    • Curtin Research Publications
    Abstract

    Design/methodology/approach – A stratified, two-stage, cluster sampling procedure was applied to a list of high schools obtained from the Ministry of Education in Taiwan. A return rate of 80 per cent yielded 723 usable questionnaires, the data from which were analysed by the LISREL structural equation modelling software. Findings – The results suggest that both social worship and personal worship have a significant and positive impact on the intention to purchase music. However, personal worship has a negative impact on the intention to pirate music while social worship appears to strengthen it. Research limitations/implications – The findings suggest that idol worship is more complex than previously understood. The constructs chosen in this research should be seen only as a snapshot but other variables such as vanity trait, autonomy, romanticism or involvement are not taken into account. Future studies would benefit from inclusion of these variables and a wider geographical scope. Practical implications – The findings contain many implications to help marketing executives and planners better revise their existing marketing and communication strategies to increase their revenue. Originality/value – Existing research has tended to examine the impact of idol worship as a whole on the reduction of music piracy, but overlook the two-dimensional aspects of idol worship, hence ignoring the fact that many music firms have not properly utilised idol worship to deal with the challenges associated with music piracy. The findings broaden existing understanding about the causes of two different dimensions of idol worship and their different impacts on the intention to music piracy.

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