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Improving the Effectiveness of Anti-Piracy Educational Deterrence Efforts: The Role of Message Frame, Issue Involvement, Risk Perception, and Message Evidence on Perceived Message Effectiveness

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Department of Management and Decision Sciences, Wall College of Business, Coastal Carolina University, Conway, SC 29528, USA
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MIS Department and Ancell School of Business, Western Connecticut State University, Danbury, CT 06810, USA
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Department of Business Management, Poole College of Management, North Carolina State University, Raleigh, NC 27695, USA
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Author to whom correspondence should be addressed.
J. Theor. Appl. Electron. Commer. Res. 2021, 16(3), 298-319; https://doi.org/10.3390/jtaer16030021
Received: 23 April 2020 / Revised: 6 October 2020 / Accepted: 19 October 2020 / Published: 20 November 2020
The objective of this study is to explore methods to improve the effectiveness of anti-piracy educational deterrence efforts. We studied the effects of message framing (positive vs. negative), issue involvement (high vs. low), risk perception (high vs. low), and message evidence (anecdotal vs. statistical) on the perceived effectiveness of an anti-piracy campaign message. Our experimental results suggest that message frame alone does not have an impact on perceived message effectiveness. However, the effect of message framing is moderated by issue involvement, risk perception, and message evidence. Specifically, a positively framed message is more effective for individuals with low issue involvement, high perceived piracy risk, and who are exposed to anecdotal evidence. In contrast, a negatively framed message is more effective for individuals with high involvement, low risk, and who are exposed to statistical evidence. View Full-Text
Keywords: digital piracy; piracy control; educational deterrence; anti-piracy campaign; perceived message effectiveness digital piracy; piracy control; educational deterrence; anti-piracy campaign; perceived message effectiveness
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Jeong, B.K.; Yoon, T.; Khan, S.S. Improving the Effectiveness of Anti-Piracy Educational Deterrence Efforts: The Role of Message Frame, Issue Involvement, Risk Perception, and Message Evidence on Perceived Message Effectiveness. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 298-319.

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