This research explores the demand determinants of consumers purchasing non deceptive pirated products, specifically, pirated video compact discs (VCD). Utilising a structured questionnaire and counter-biasing statements, results from face to face street intercept interviews showed that low spenders of pirated VCDs are mainly composed of people who are aged 19 to 24, blue collar occupation, relatively low monthly income, with secondary education. High spenders of pirated VCDs are in the age bracket of 25-34, white-collar jobs, monthly income HK$10,000-HK$19,999, with secondary education. Consumers identify pirated VCDs usually by lower price and buying location; however, price was not the sole determinant for purchase. Finally, they bought the pirated VCDs mainly for private and family entertainment. Based on these results, the paper makes recommendations for original brand manufacturers and policy makers for combating pirated products.
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- Exploring Piracy Purchase Intensions: The Case of VCDs
Hing Chuen Leung