Global consumer values on the Internet & the relationship of diffusion characteristics, lifestyle & trustworthiness to P2P file-sharing behavior

International Journal of Business Research, March, 2007 by Valerie L. Vaccaro, Deborah Y. Cohn

As suggested by Dekimpe et al. (2000), future research could also include factors such as the degree of homogeneity for social systems in various countries, as well as the influence of governmental regulation and the recording industries, in relation to intellectual copyright protection and digital rights management. Furthermore, it has been suggested that in industries where a subscription component is present, researchers need to model both new adoption and subsequent renewal (Danaher, Hardie and Putsis, 2001). This may become an important factor to consider if the music industry succeeds in creating a consumer preference for a subscription-based delivery system, rather than a pay-per-download model; so far that has not happened. Future research can also test the relationship of consumer values and diffusion characteristics with other types of online and offline services (not just in the music industry). The research in this study has demonstrated that it is valuable to have a convergence of consumer values with Diffusion of Innovation theory. This research is part of the broader picture of understanding consumer adoption online and how to successfully meet the challenges of technology and turbulent change by optimizing opportunities for the marketing of services on the Internet in a global marketplace now and in the future.

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