Abstract:
Purpose of this research is to provide effective solutions towards the escalating piracy by understanding factors that would encourage consumer purchase decision. An online survey using convenience sampling targeted to 218 respondents from all over Indonesia ranging from high school, undergraduates, graduates and general consumer is conducted. Based on the influence, the most significant drivers of consumer willingness to pay are normative susceptibility, followed by value consciousness, novelty seeking and perceived performance risk. Perceived social and perceived prosecution risk did not prove significant. Price also was proven as a determinant factor at predicting behavior, Individuals with high willingness to pay indicated more favorable towards the variables. Value conscious was indicated to be different among occupation groups and association was detected between software preference and future purchase intention and normative susceptibility.
