Online Compensation Behaviors From a Cognitive Dissonance Perspective

Abstract

Conclusions about factors affecting software piracy are rarely consensual and often rely on student samples. In addition, the actual dilemma faced by software downloaders—whether to pay or not—received little attention in the past. In this paper, the authors suggest an explanation to the compensation dilemma facing software downloaders using the theory of cognitive dissonance. From a survey with more than 10,400 participants, researchers investigate a series of individual characteristics that can potentially differentiate three groups of software downloaders—groups defined by their respective online compensation behavior. One distinctive characteristic for each group of software downloaders is hypothesized and a predictive model is developed. Results suggest that always-paying downloaders are older and that erratic downloaders prefer quality products and engage in more online activities. Authors conclude with a discussion that includes several implications for the software industry.