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

• Bong Keun Jeong ^[1] ; Tom Yoon ^[2] ; Sarah S. Khan ^[3]
  1. [1] Coastal Carolina University

     Coastal Carolina University

     Estados Unidos

     
  2. [2] Western Connecticut State University

     Western Connecticut State University

     Town of Danbury, Estados Unidos

     
  3. [3] North Carolina State University

     North Carolina State University

     Township of Raleigh, Estados Unidos

     

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• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 16, Nº. 3, 2021, págs. 298-319
• Idioma: inglés
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  • 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.