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Perceived risks and benefits Perceived risks and benefits

Perceived risks and benefits - PowerPoint Presentation

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Uploaded On 2016-08-02

Perceived risks and benefits - PPT Presentation

in unlawful file sharing An empirical analysis Steven Watson 1 Piers Fleming 2 Daniel J Zizzo 3 1 Lancaster University 2 University of E ast Anglia 3 Newcastle University Risk and behaviour ID: 430188

perceived risk benefit trust risk perceived trust benefit benefits unlawful music high ebooks file relationship years industry affect anonymity sharing variable 001

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Slide1

Perceived risks and benefits in unlawful file sharing: An empirical analysis

Steven Watson1, Piers Fleming2, Daniel J. Zizzo31Lancaster University2University of East Anglia3Newcastle UniversitySlide2

Risk and behaviourUnlawful file sharing is widespreadLegal challenges

to reduce impactRisk vs. benefit as a motivatorSlide3

Risk perceptionAdditional moderators of risk perceptionThe “affect heuristic”

Negative relationship between perceived benefit and perceived riskTrustAnonymityMediaSlide4

SurveyLarge two part survey by market research companyPart one: Risk, Benefit, Trust (industry and regulators), Anonymity

Part two: Extent of file sharing since part oneParticipants: eBooks (n = 737, M = 47.2 years, SD = 15.4 years), Music (n = 658, M = 47.3 years, SD = 15.36 years)Slide5

Results

*

*

*Slide6

Risk or benefits

MediaVariableOR

Lower 95% CIUpper 95% CI

Wald χ2 (1df)

peBooks

Risk

1.01.971.05

.19.666

 

Benefit

1.07

1.04

1.11

20.43

<.001*

Music

Risk

1.00

.96

1.04

.002

.965

 

Benefit

1.15

1.11

1.18

82.31

<.001*

Outcome variable is self-reported unlawful downloads: None, low (1-3 files) or high (4+ files)Slide7

Affect heuristic

Media

Variable

Beta

s.e.

t

p

eBooks

Constant

27.41

.61

45.12

<.001

 

Benefits

-.18

.03

-6.63

<.001

Music

Constant

26.70

.58

46.31

<.001

 

Benefits

-.11

.02

-4.79

<.001

Outcome variable is perceived risk of unlawful downloadingSlide8

Industry trust

eBooks

Music

High trust in industry is associated with higher risk

In music, high trust

is associated with a stronger relationship between perceived risk and benefitSlide9

Regulator trustHigh trust

in regulators is associated with higher riskIn music, and possibly eBooks, high trust is associated with a stronger relationship between perceived risk and benefit

eBooks

MusicSlide10

AnonymityHigh perceived anonymity is associated with lower riskHigh anonymity

is associated with a weaker relationship between perceived risk and benefit

eBooks

MusicSlide11

ConclusionsAffect heuristic present in unlawful file sharingTrust in punitive entities increased risk perception

Anonymity decreased risk perceptionSlide12

ConclusionsRisk does not predict behaviour whereas

benefit doesSuggests policy should focus more on encouraging solutions that target benefits:Encourage legal services that meet demands of consumersUndermine the benefits of unlawful servicesSupplyQuality