An Analysis of a Structural Equation Model of Variables Affecting Digital Music Piracy in Y-Generations

This study presents a structural equation modeling of the variables that influence digital music piracy. From both the 1997 and 2008 economic turmoil to the technological leaps from cassettes, to CDs, to the Internet and the related peer-to-peer (P2P) file sharing technologies, the Thai music industry has and continues to witness tumultuous times. More recently, broadband and Internet enabled smartphones have exacerbated the issues swirling around digital music piracy and the loss of revenue to both the music label houses and their artists. This study is therefore focused on the variables that contribute to factors influencing piracy. Quantitative data surveyed from a sample of 300 music users who have experienced illegally online music access or download. Partial Least Square (SmartPLS) software was conducted to analyse Structural Equation Model (SEM). Perceived risk, perceived benefit and attitudes are variables affecting the music piracy behavior directly and indirectly. Thus, Music labels and artists need to understand the motives that cause Y-generation willingness to embrace illegal downloading and develop methods and markets to counter this unsustainable act.