intention toward digital piracy, ethical behavior, theory of planned behavior, moral obligation,

A new form of software piracy known as digital piracy has taken the spotlight. Lost revenues due to digital piracy could reach $5 billion by the end of 2005.Preventives and deterrents do not seem to be working -losses are increasing. This study examines factors that influence an individual's attitude toward pirating digital material. The results of this study suggest that attitude toward digital pirating is influenced by beliefs about the outcome of behavior (cognitive beliefs), happiness and excitement (aective beliefs), age, the perceived importance of the issue, the influence of significant others (subjective norms), and machiavellianism. Given these results, measures can be developed which could alter attitudes toward digital piracy.KEY WORDS: attitude toward digital piracy, ethical behavior.

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