Research On The Influence Of Perceived Risk And Moral Decision On Consumers' Purchase Intention Of Pirated Software

According to the report of BSA's latest survey on world's software usage,in 2018,the world's software piracy rate in personal computers appeared a little decline,has decreased by 2%compared with 2016,but it is still as high as 37%,especially for the economically backward countries and collectivist societies,piracy is particularly obvious.In poor countries such as Libya,up to 90% of computer software is unlicensed,meanwhile.In collectivist society,individuals are more positive to share things in their own "internal groups",there will be more public goods awareness,so the behaviour of sharing piracy or free Internet resources within the social circle is regarded as a kind of the embodiment of the collective interests,leading to the relatively serious piracy situation.In Chinese mainland,for example,the software piracy rate was 66% in 2017,even if has decreased by 4% compared with 2015,there is still a gap compared with the global average:37%.The fact that more than 60 percent of users use pirated software reflects the untold but serious financial losses that China's software companies are facing.It is difficult to put an end to software piracy from the perspective of macroeconomic policies or laws,because consumers choose products with lower prices or free of charge out of self-interest,which is the demand of consumers.Only by starting from the consumer behavior and exploring the factors in the process of buying pirated software can consumers' cognition of pirated software be changed and the rampant pirated software market be cracked down on.This paper collected related literature of consumer perceived risk and moral decision-making,integrated them and put forward the influence factors of influence consumers to buy pirated software,mainly including perceived risk,moral intensity and moral judgment,product involvement and pirated software experience.IRJ model proposed by Tan(2002)confirmed that the first three variables' influence on purchase intention of piracy software;Shen et al.(2011)proved the moderating effect of experience on the relationship between social factors and purchase intention;Oliva et al.(1993)pointed out that consumers with high product involvement tend to choose the best product in the possible options,we can infer that consumers prefer to choose quality guaranteed legitimate software,therefore product involvement is another moderator variable.The questionnaire was edited on WJX.com and distributed through weibo,Wechat and other social media channels.After eliminating invalid questionnaires through quality control,SPSS22.0 and AMOS were first used to conduct descriptive statistical analysis,reliability and validity test,after that regression analysis and moderating effect are tested.According to the data analysis results,the following conclusions can be drawn: 1.Perceived risk negatively affects consumers' purchase intention of pirated software.2.Moral judgment negatively affects consumers' purchase intention of pirated software.3.Product involvement has an enhanced effect on the relationship between perceived risk and purchase intention of pirated software.4.Product involvement has an enhanced effect on the relationship between moral judgment and purchase intention of pirated software.5.Purchasing or using experience of pirated software has a weakened effect on the relationship between moral judgment and purchasing intention of pirated software.Based on the above conclusions,this paper puts forward targeted suggestions for enterprises,shopping platforms,governments and investment institutions respectively from the economic side and the moral side,mainly including the following aspects: 1.Increase the proportion of advertising revenue or design payment function with low price and high frequency according to different products;2.Introduce online registration real-name registration,providing free cloud functions to improve the difficulty of piracy and the perceived value of legal version;3.The shopping platform and social media provide public welfare prompts to encourage the purchase of legal copies in specified scenes;4.Support and encourage small and medium-sized enterprises to enter the vertical software market to avoid monopoly;5.Strengthen the cultivation of national moral consciousness,and improve consumers' sense of moral justice and responsibility.