Skip to main content
SpringerLink
Log in

Does ethical ideology affect software piracy attitude and behaviour? An empirical investigation of computer users in China

  • Research Article
  • Published:
European Journal of Information Systems

Abstract

This study empirically examines Chinese computer users’ ethical ideology and its relationship to their software piracy attitude and behaviour. The investigation reveals several important findings. First, cluster analysis results show that Chinese computer users can be divided into four ethical ideology types (i.e., situationists, absolutists, subjectivists, and exceptionists) reasonably consistent with Forsyth's taxonomy. Second, when compared with situationists, absolutists, and exceptionists, subjectivists are found to have the least unfavourable attitude towards software piracy and are most frequently engaged in software piracy. Third, Chinese computer users’ ideological relativism exerts a stronger influence on their software piracy attitude and behaviour than does their ideological idealism. The findings suggest that the government, and authentic software developers and vendors should focus on subjectivists as their target audience of anti-software piracy communications. These policy makers and practitioners should also make concerted efforts to help subjectivists better realise how their software piracy act may damage parties ‘proximate’ to themselves so as to lower the rate of software piracy.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Figure 1

Similar content being viewed by others

References

  • Ajzen I (1991) The theory of planned behaviour. Organisational Behaviour and Human Decision Processes 50 (2), 179–211.

    Article  Google Scholar 

  • Ajzen I and Fishbein M (1980) Understanding Attitudes and Predicting Social Behaviour. Prentice-Hall, Englewood Cliffs, NJ.

    Google Scholar 

  • Allport GW (1961) Pattern and Growth in Personality. Holt, Rinehart and Winston, New York.

    Google Scholar 

  • Ang SH, Cheng PS, Lim EAC and Tambyah SK (2001) Spot the difference: consumer responses towards counterfeits. Journal of Consumer Marketing 18 (3), 219–235.

    Article  Google Scholar 

  • Attia A, Shankarmahesh MN and Singhapakdi A (1999) Marketing ethics: a comparison of American and Middle Eastern marketers. International Business Review 8 (5), 611–632.

    Article  Google Scholar 

  • Bardi A and Schwartz SH (2003) Values and behaviour: strength and structure of relations. Personality and Social Psychology Bulletin 29 (10), 1207–1220.

    Article  Google Scholar 

  • Barnett T, Bass K and Brown G (1994) Ethical ideology and ethical judgment regarding ethical issues in business. Journal of Business Ethics 13 (6), 469–480.

    Article  Google Scholar 

  • Barnett T, Bass K, Brown G and Hebert FJ (1998) Ethical ideology and the ethical judgments of marketing professionals. Journal of Business Ethics 17 (7), 715–723.

    Article  Google Scholar 

  • Bass K, Barnett T and Brown G (1998) The moral philosophy of sales managers and its influence on ethical decision making. Journal of Personal Selling and Sales Management 18 (2), 1–17.

    Google Scholar 

  • Bhalla G and Lin LYS (1987) Cross-cultural marketing research: a discussion of equivalence issues and measurement strategies. Psychology & Marketing 4 (4), 275–285.

    Google Scholar 

  • Bhattacharjee S, Gopal RD, Lertwachara K and Marsden JR (2007) Stochastic dynamics of music album lifecycle: an analysis of the new market landscape. International Journal of Human-Computer Studies 65 (1), 85–93.

    Article  Google Scholar 

  • Business Software Alliance (2009) Sixth Annual BSA and IDC Global Software. BSA, Washington.

  • Chan RYK (2001) Determinants of Chinese consumers’ green purchase behaviour. Psychology and Marketing 18 (4), 389–413.

    Article  Google Scholar 

  • Chan RYK (2010) Corporate environmentalism pursuit by foreign firms competing in China. Journal of World Business 45 (1), 80–92.

    Article  Google Scholar 

  • Chan RYK and Ma KHY (2010) An ethical model of software piracy decision making: empirical evidence from computer users in China. In Proceedings of the Annual American Business Research Conference 2010 (HAQQ Z, Ed), The World Business Institute. Las Vegas, USA.

    Google Scholar 

  • China Internet Network Information Centre (2009) 24th statistical report on internet development in China. [WWW document] http://www.cnnic.cn/html/Dir/2009/07/28/5644.htm.

  • China Statistical Yearbook (2009) China Statistical Yearbook. State Statistical Bureau of the People's Republic of China, China.

  • Churchill GA (1996) Basic Marketing Research. The Dryden Press, New York.

    Google Scholar 

  • Davison RM, Martinsons MG, Ou CXJ, Murata K, Drummond D, Li Y and Lo HWH (2009) The ethics of IT professionals in Japan and China. Journal of the Association for Information Systems 10 (11), 834–859.

    Google Scholar 

  • Douglas DE, Cronan TP and Behel JD (2007) Equity perceptions as a deterrent to software piracy behaviour. Information and Management 44 (5), 503–512.

    Article  Google Scholar 

  • Fornell CD and Larcker L (1981) Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 28 (3), 289–310.

    Google Scholar 

  • Forsyth DR (1980) A taxonomy of ethical ideologies. Journal of Personality and Social Psychology 39 (1), 175–184.

    Article  Google Scholar 

  • Hair JF, Anderson RE, Tatham RL and Black WC (1995) Multivariate Data Analysis. Prentice Hall, Englewood Cliffs, NJ.

    Google Scholar 

  • Henle CA, Giacalone RA and Jurkiewicz CL (2005) The role of ethical ideology in workplace deviance. Journal of Business Ethics 56 (3), 219–230.

    Article  Google Scholar 

  • Holsapple CW, Iyengar D, Jin H and Rao S (2008) Parameters for software piracy research. The Information Society 24 (4), 199–218.

    Article  Google Scholar 

  • Homer PM and Kahle LR (1988) A structural equation test of the value-attitude-behaviour hierarchy. Journal of Personality and Social Psychology 54 (4), 638–646.

    Article  Google Scholar 

  • Hong Kong Trade Development Council (2004) Guangzhou IT sector leads in 11 indicators. Business Alert – China, (4), 1 April 2004. [WWW document] http://info.hktdc.com/alert/cba-e0404b-2.htm/.

  • Husted BW (2000) The impact of national culture on software piracy. Journal of Business Ethics 26 (3), 197–211.

    Article  Google Scholar 

  • International Intellectual Property Alliance (2009) People’s Republic of China (PRC): 2009 special 301 report on copyright protection and enforcement. [WWW document] http://www.iipa.com/rbc/2009/2009SPEC301PRC.pdf.

  • Johnson JS (2007) Organisational justice, moral ideology and moral evaluation as antecedents of moral intent. Ph.D. Thesis, Department of Human Development, Virginia Polytechnic Institute and State University, USA.

  • Jones TM (1991) Ethical decision making by individuals in organisations: an issue-contingent model. Academy of Management Review 16 (2), 366–395.

    Google Scholar 

  • Kini RB, Ramakrishna HV and Vijayaraman BS (2004) Shaping of moral intensity regarding software piracy: a comparison between Thailand and US students. Journal of Business Ethics 49 (1), 91–104.

    Article  Google Scholar 

  • Kohlberg L (1976) Moral stages and moralisation: the cognitive-developmental approach. In Moral Development and Behaviour: Theory, Research and Social Issues (LICKONA T, Ed), pp 31–53, Holt, Rinehart and Winston, New York.

    Google Scholar 

  • Lee D-J and Sirgy MJ (1999) The effect of moral philosophy and ethnocentrism on quality of life orientation in international marketing: a cross-cultural comparison. Journal of Business Ethics 18 (1), 73–89.

    Article  Google Scholar 

  • Limayem M, Khalifa M and Chin WW (2004) Factors motivating software piracy: a longitudinal study. IEEE Transactions on Engineering Management 51 (4), 414–425.

    Article  Google Scholar 

  • Lin CY-Y (1999) A comparison of perceptions about business ethics in four countries. Journal of Psychology 133 (6), 641–655.

    Article  Google Scholar 

  • Marques PA and Azevedo-Pereira J (2008) Ethical ideology and ethical judgments in the Portuguese accounting profession. Journal of Business Ethics 86 (2), 227–242.

    Article  Google Scholar 

  • Mcmahon JM and Cohen R (2009) Lost in cyberspace: ethical decision making in the online environment. Ethics and Information Technology 11 (1), 1–17.

    Article  Google Scholar 

  • Moores TT and Chang JC-J (2006) Ethical decision making in software piracy: initial development and test of a four-component model. MIS Quarterly 30 (1), 167–180.

    Google Scholar 

  • Nunnally JC (1978) Psychometric Theory. McGraw-Hill, New York.

    Google Scholar 

  • Peace AG, Galletta DF and Thong JYL (2003) Software piracy in the workplace: a model and empirical test. Journal of Management Information System 20 (1), 153–177.

    Google Scholar 

  • Punj G and Stewart D (1983) Cluster analysis in marketing research: review and suggestions for applications. Journal of Marketing Research 20 (2), 134–148.

    Article  Google Scholar 

  • Ralston DA, Gustafson DJ, Terpstra RH and Holt DH (1994) Pre-Post Tiananmen Square: changing values of Chinese managers. Asia Pacific Journal of Management 12 (1), 1–20.

    Article  Google Scholar 

  • Ramsey RP, Marshall GW, Johnston MW and Deeter-Schmelz DR (2007) Ethical ideologies and older consumer perceptions of unethical sales tactics. Journal of Business Ethics 70 (2), 191–207.

    Article  Google Scholar 

  • Redfern K and Crawford J (2004) An empirical investigation of the ethics position questionnaire in the People's Republic of China. Journal of Business Ethics 50 (3), 199–210.

    Article  Google Scholar 

  • Reynolds WM (1982) Development of reliable and valid short forms of the Marlowe-Crowne social responsibility scale. Journal of Clinical Psychology 38 (1), 119–125.

    Article  Google Scholar 

  • Robertson CJ, Olson BJ, Gilley KM and Bao Y (2008) A cross-cultural comparison of ethical orientations and willingness to sacrifice ethical standards: China versus Peru. Journal of Business Ethics 81 (2), 413–425.

    Article  Google Scholar 

  • Rokeach M (1973) The Nature of Human Values. Free Press, New York.

    Google Scholar 

  • Sharp FC (1898) An objective study of some moral judgments. American Journal of Psychology 9, 198–234.

    Article  Google Scholar 

  • Shim S and Eastlick MA (1998) The hierarchical influence of personal values on mall shopping attitude and behaviour. Journal of Retailing 74 (1), 139–160.

    Article  Google Scholar 

  • Shively AN and Shively S (1972) Value changes during a period of modernisation: the case of Hong Kong. The Chinese University of Hong Kong, Hong Kong. Working Paper of the Institute of Social Research.

  • Singhapakdi A, Vitell SJ and Franke GR (1999) Antecedents, consequences and mediating effects of perceived moral intensity and personal moral philosophies. Journal of the Academy of Marketing Science 27 (1), 19–36.

    Article  Google Scholar 

  • Singhapakdi A, Vitell SJ and Leelakulthanit O (1994) A cross-cultural study of moral philosophies, ethical perceptions and judgments: a comparison of American and Thai marketers. International Marketing Review 11 (6), 66–78.

    Article  Google Scholar 

  • Siponen M and Vartiainen T (2004) Unauthorised copying of software and levels of moral development: a literature analysis and its implications for research and practice. Information Systems Journal 14 (4), 387–407.

    Article  Google Scholar 

  • Sivadas E, Kleiser SB, Kellaris J and Dahlstrom R (2003) Moral philosophy, ethical evaluations and sales manager hiring intentions. Journal of Personal Selling and Sales Management 23 (1), 7–21.

    Google Scholar 

  • Smith CG (2009) Moral judgment: a comparison of Latvian and US business persons. Baltic Journal of Management 4 (2), 188–205.

    Article  Google Scholar 

  • Suter TA, Kopp SW and Hardesty ADM (2006) The effects of consumers’ ethical beliefs on copying behaviour. Journal of Consumer Policy 29 (2), 190–202.

    Article  Google Scholar 

  • Tan B (2002) Understanding consumer ethical decision making with respect to purchase of pirated software. Journal of Consumer Marketing 19, 96–111.

    Article  Google Scholar 

  • Tian Q (2007) Perception of business bribery in China: the impact of moral philosophy. Journal of Business Ethics 80 (3), 437–445.

    Article  Google Scholar 

  • Trevino LK, Weaver GR and Reynolds SJ (2006) Behavioural ethics in organisations: a review. Journal of Management 32, 951–990.

    Article  Google Scholar 

  • US Commercial Service China (2010) Information & communication technology. [WWW document] http://www.buyusa.gov/china/en/ict.html/.

  • Wagner SC and Sanders CL (2001) Considerations in ethical decision making and software piracy. Journal of Business Ethics 29, 161–167.

    Article  Google Scholar 

  • Wang F, Zhang H, Zang H and Ouyang M (2005) Purchasing pirated software: an initial examination of Chinese consumers. Journal of Consumer Marketing 22 (6), 340–351.

    Article  Google Scholar 

  • Whitcomb LL, Erdener CB and Li C (1998) Business ethical values in China and the US. Journal of Business Ethics 17 (8), 839–852.

    Article  Google Scholar 

  • Whitman ME, Townsend AM, Hendrickson AR and Rensvold RB (1998) Computer aversion and computer-use ethics in US and Asian Cultures. Journal of Computer Information Systems 4, 19–24.

    Google Scholar 

  • Winter SJ, Stylianou AC and Giacalone RA (2004) Individual differences in the acceptability of unethical information technology practices: the case of Machiavellianism and ethical ideology. Journal of Business Ethics 54 (3), 279–301.

    Article  Google Scholar 

  • Yang D, Sonmez M and Bosworth D (2004) Intellectual property abuses: how should multinationals respond? Long Range Planning 37 (5), 459–475.

    Article  Google Scholar 

  • Yau OHM (1994) Consumer Behaviour in China: Customer Satisfaction and Cultural Values. Routledge, London.

    Google Scholar 

  • Zhang L (2008) Economic analysis of software piracy problems in China. Lanzhou Academic Journal 10, 54–56.

    Google Scholar 

  • Zhou KZ, Gao GY, Yang Z and Zhou N (2005) Developing strategic orientation in China: antecedents and consequences of market and innovation orientations. Journal of Business Research 58 (8), 1049–1057.

    Article  Google Scholar 

  • Zhu JH (1997) Growth, competition and survival: forecasting of Chinese language television based on the S-curve model. In Perspectives on Chinese Language Television (XIE W, CAI X, HUANG H and SHI Z, Eds), pp 41–50, Flower City Press, Guangzhou.

    Google Scholar 

  • Zhu JH and He Z (2002) Information accessibility, user sophistication and source credibility: the impact of the internet on value orientations in mainland China. Journal of Computer-Mediated Communication 7 (2), [WWW document] http://www.ascusc.org/jcmc/vol7/issue/China.html/.

Download references

Acknowledgements

The authors would like to thank EJIS editors and three anonymous EJIS reviewers for their useful and valuable comments, which helped to greatly improve the quality of the manuscript. The work described in this paper was supported by a grant from the Hong Kong Polytechnic University. An earlier draft of this manuscript was presented at the 7th International Conference on Marketing in Athens, Greece in 2009.

Author information

Authors and Affiliations

  1. Department of Management and Marketing, The Hong Kong Polytechnic University, Hong Kong

    Ricky Y K Chan & Jennifer W M Lai

Authors
  1. Ricky Y K Chan
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Jennifer W M Lai
    View author publications

    You can also search for this author in PubMed Google Scholar

Appendices

Appendix A

Table A1

Table A1 Forsyth's (1980) Ethics Position Questionnaire
Full size table

Appendix B

Table B1

Table B1 The Marlowe-Crowne Social Desirability Scale (form C)
Full size table

Rights and permissions

Reprints and permissions

About this article

Cite this article

Chan, R., Lai, J. Does ethical ideology affect software piracy attitude and behaviour? An empirical investigation of computer users in China. Eur J Inf Syst 20, 659–673 (2011). https://doi.org/10.1057/ejis.2011.31

Download citation

  • Received:

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/ejis.2011.31

Keywords

Search

Navigation