vol 16 no 3,2016
The Influence of Perceived Benefits and Risks on Consumer's Intention to Purchase Pirated Digital Products from the Perspective of Private Universities Students in Amman
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The Influence of Perceived Benefits and Risks on Consumer's Intention to Purchase Pirated Digital Products from the Perspective of Private Universities Students in Amman
Dr. Hamza salim lutfi khraim
Department of marketing
Faculty of Economics & Administrative Sciences
Zarqa University-Jordan
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Sharif Abdullah saleem AlMaytah
Department of Business Administration
Faculty of Business
Middle East University -Jordan
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Abstract:
The aim of this study is to identify the influence of Perceived Benefits and Risks on consumers' intention to purchase pirated digital products. The study population consists of students in private universities in the city of Amman. Five universities have been selected, namely; Middle East University, Applied Science University, Petra University, Al-Isra University, and Al-Zaytoneh University. The sample of the study consists of (750) students. The main results of this research were as follows: there was a significant influence of perceived risk dimension (financial, functional and physical) on consumers' intention to purchase pirated digital products. While concerning perceived benefits, both dimensions (price and convenient) were significant as well. Universities are required to provide students with legal software required for their studies, and make them more aware about the risk of using illegal and pirated software.
Key words: Pirated digital products, perceived risks, perceived benefits, and consumer's intention for Purchasing.