The intention to download music files in a P2P environment: Consumption value, fashion, and ethical decision perspectives

Downloading unauthorized music file, being framed as a problem of crime, is deemed unethical, but the peer-to-peer systems have boosted its popularity and have become the killer application for the music industry. Two factors, cost savings from CD purchase and the low moral reasoning ability of Internet users, have been frequently attributed as rationales for this behavior. Music download, however, can also be interpreted as a value maximizing behavior that chooses between the values from consuming illicit and legitimate music, wherein the consumption value is partly dependent on one's degree of fashion involvement since music is fashionable. This paper presents a conceptual model of music download by looking at and integrating these seldom noticed perspectives with traditional explanations. An analysis of 834 samples drew from a survey of P2P users in Taiwan reveals that: people are maximizing value while down-loading music; and that fashion involvement influences the perception of consumption value from music download. This study also found that moral reasoning moderate the relationships among fashion involvement, consumption value, and behavioral intention to download music. (C) 2008 Elsevier B.V. All rights reserved.