| With the advent of free peer-to-peer (P2P) file sharing programs, P2P music downloading has become one of the most prevalent Internet piracy activities on university campus networks. However, little research has contributed to the understanding of it. In this study, I attempted to explain university students' intentions of P2P music downloading following a theory-comparison approach. The three leading human behavior theories under investigation were the Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB), and the Technology Acceptance Model (TAM). These theories were empirically examined and compared using a well-developed instrument, a large sample size, and structural equation modeling techniques.;Findings from this study not only will provide an understanding of the appropriateness of different models for the context of P2P music downloading, but also will assist university practitioners in designing and developing effective educational and technical strategies to prevent copyright-infringing behaviors among university students. More importantly, this study will provide an empirical basis for researchers on theories of intentional technology usage.;Data were collected from a sample of 872 undergraduate students from a public research university in the Northeastern United States. There are three major findings. First, the TPB provided the most comprehensive understanding of P2P music downloading intention of the three models. Second, attitude, subjective norm, perceived behavioral control, and perceived usefulness had direct and positive effects on the intention of P2P music downloading, while perceived ease of use had an indirect and positive impact on the intention of P2P music downloading. Third, six beliefs were identified as predictors of students' attitude, subjective norm, and perceived behavioral control of P2P music downloading. Specifically, two behavioral beliefs - obtaining music for free and accessing music conveniently - were significant predictors of attitude toward P2P music downloading. Two normative beliefs - friends' approval of P2P music downloading and record companies' disapproval of P2P music downloading - were significant predictors of subjective norm of P2P music downloading. Two control beliefs - the availability of fast Internet connection and a personal computer with enough free space - were significant predictors of perceived behavioral control of P2P music downloading. |
