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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2023-09-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/18/3/79 |
| _version_ | 1797579233843740672 |
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| author | Bong-Keun Jeong Sarah S. Khan Bomi Kang |
| author_facet | Bong-Keun Jeong Sarah S. Khan Bomi Kang |
| author_sort | Bong-Keun Jeong |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-10T22:34:09Z |
| format | Article |
| id | doaj.art-764221b7a27d41a9af0fc8a7a90e3710 |
| institution | Directory Open Access Journal |
| issn | 0718-1876 |
| language | English |
| last_indexed | 2024-03-10T22:34:09Z |
| publishDate | 2023-09-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj.art-764221b7a27d41a9af0fc8a7a90e37102023-11-19T11:32:21ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762023-09-011831560157910.3390/jtaer18030079A Segmentation Study of Digital Pirates and Understanding the Effectiveness of Targeted Anti-Piracy CommunicationBong-Keun Jeong0Sarah S. Khan1Bomi Kang2Coastal Carolina University, Conway, SC 29528, USADepartment of Business Management, Poole College of Management, North Carolina State University, Raleigh, NC 27695, USACoastal Carolina University, Conway, SC 29528, USAThe 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.https://www.mdpi.com/0718-1876/18/3/79digital piracyanti-piracycommunicationsegmentation perceived risk |
| spellingShingle | Bong-Keun Jeong Sarah S. Khan Bomi Kang A Segmentation Study of Digital Pirates and Understanding the Effectiveness of Targeted Anti-Piracy Communication Journal of Theoretical and Applied Electronic Commerce Research digital piracy anti-piracy communication segmentation perceived risk |
| title | A Segmentation Study of Digital Pirates and Understanding the Effectiveness of Targeted Anti-Piracy Communication |
| title_full | A Segmentation Study of Digital Pirates and Understanding the Effectiveness of Targeted Anti-Piracy Communication |
| title_fullStr | A Segmentation Study of Digital Pirates and Understanding the Effectiveness of Targeted Anti-Piracy Communication |
| title_full_unstemmed | A Segmentation Study of Digital Pirates and Understanding the Effectiveness of Targeted Anti-Piracy Communication |
| title_short | A Segmentation Study of Digital Pirates and Understanding the Effectiveness of Targeted Anti-Piracy Communication |
| title_sort | segmentation study of digital pirates and understanding the effectiveness of targeted anti piracy communication |
| topic | digital piracy anti-piracy communication segmentation perceived risk |
| url | https://www.mdpi.com/0718-1876/18/3/79 |
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