Consumer Influences on Pirated Software Purchases: Perspectives from an Emerging Gulf Nation

Abstract

This paper examines the factors that influence the attitude and purchase decisions of pirated software in Saudi Arabia. Based on a review of literature, a model is developed that examines the personal, social, attitudinal and other factors that influence an intention to purchase pirated software. Results based on a survey of consumers in Saudi Arabia reveal that four social and personal factors namely information susceptibility, normality susceptibility, collectivism, and consumer awareness are important in influencing consumer attitudes toward software piracy. The study also finds significant differences in attitude towards software purchase by buyers and non-buyers in Saudi Arabia. Other findings on the influence of attitudes on purchase intention are also reported in the study. This research is one of the first to examine the software piracy issues in Saudi Arabia. This study has several practice implications in providing an understanding of Saudi consumers to help design anti-piracy strategies.

Keywords: software piracy, consumer behavior, counterfeiting Saudi Arabia