Digital Innovation Piracy in Online Entertainment Media in Indonesia: Determinants of Individual Planned Behavior

Aims: The study aims to identify factors that influence individual planned behavior and digital piracy intentions, specifically related to entertainment platform piracy in Indonesia, using the Theory of Planned Behavior (TPB) approach to better understand piracy practices. This research was conducted in Indonesia, without being limited by geographical area.

Place and Duration of Research: This research was conducted in Indonesia between January and March 2023.

Methodology: The data in the research was obtained from an online survey of 200 respondents. In practice, this research uses a convenience sampling technique that will be applied to respondents via Google form using the SEM analysis type used in this research is Partial Least Square or PLS-SEM.

Results: The results showed that the Theory of Planned Behavior factors in this study (attitude, subjective norm, perceived behavioral control, perceived risk and moral obligation) have a positive and significant influence on digital piracy intention. The outcome expectation related to the expectancy-value model based on a belief, an attitude, an opinion, or an expectation could be positive of negative from an individual perspective according to the theory of planned behavior. The perceived benefits or the effectiveness of the individual planned behavior should be highlighted with reference to the reduction of negative outcomes or adverse externalities or consequences that can result from the enactment of the behavior. Decision-makers involved in digital piracy on entertainment platforms may consider the overall responsibility as an organisation and their responsibility towards individual behavior while “planning” or “engaging” in a policy of both “taking advantages of digital piracy” and favoring individual planned behavior.