Abstract:

The aim of this research was to understand the factors that deter movie piracy among Muslim Millennials  and generation Z consumers in Indonesia. The data were collected from 166 people whose ages were between 16 and 24. The data were analyzed using Partial Least Squares-Structural Equation Modelling (PLS-SEM). The results showed that perceived risk, attitude towards the piracy of digital movies, and facilitating conditions were the significant factors that deter the piracy of digital movies. In addition, the attitude towards such piracy also was found to moderate the relationship between the facilitating conditions and the behavior of habitual piracy of digital movies.