The Influence of Self-Regulatory Efficacy on Consumer Purchase Behaviour of Pirated Music CDs in Tanzania
The music industry generally has experienced upsurge in the sales of pirated music CDs especially in Tanzania. While this trend continues, very limited studies have been conducted in developing countries. This study is therefore one of the few attempts to investigate the influence of self-regulatory efficacy on the purchase behaviour of consumers in Tanzania. The casual model was empirically tested by using partial least-square structural equation modelling (PLS-SEM). A survey of 491 Generation Y consumers as the main music users in Tanzania was carried out. This study was conducted using an intercept survey method at selected malls in the former capital city of Tanzania (Dar es Salaam). The result reveals that self-regulatory efficacy positively influences purchase behaviour among the selected respondents. Implications of the findings were presented.
KeywordsPirated music Self-regulatory efficacy Tanzania Theory of planned behaviour
This work is partially supported by Universiti Utara Malaysia. The authors also gratefully acknowledge the helpful comments and suggestions of the reviewers, which have improved the presentation.
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