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Mushi, Hellena Mohamedy
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Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Materials Science & Nanotechnology

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Intention, Government Regulation, Self-Regulatory Efficacy, Subjective Norm, Idolatry and Consumer Behaviour in Purchasing Pirated Compact Disks (CDs) in Mainland Tanzania Mushi, Hellena Mohamedy
Mediterranean Journal of Social Sciences Vol. 11 No. 5 (2020): September 2020
Publisher : Richtmann Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36941/mjss-2020-0050

Abstract

This study is conducted to explore the factors influencing purchase behaviour and to explain the magnitude of such factors on buying behaviour in Tanzania. Based on a systematic review of literature, a research framework was developed from Theory of Planned Behaviour (TPB). The casual model was empirically tested by using partial least-square structural equation modelling (PLS-SEM). The survey is comprised of 491 usable samples, collected from Generation Y consumers as the main music users in Tanzania. Result suggest that the model is significant and adequate. All antecedents of intention appears to be significant except for idolatry. Self-regulatory efficacy and subjective norm are contributing factors to intention construct. Intention, along with self-regulatory efficacy is found to have significant impact on consumer buying behaviour. Government Regulation is found to have non- significant moderating impacts on the relationship between intention and consumer buying behaviour. In addition to theoretical implication, a number of managerial implications are observed. Marketers need to enhance consumers buying behaviour in various stakeholders , reduce music piracy through motivation on self-regulatory efficacy and subjective norm to Generation Y. Overall, the study is expected to confer value to music industry through discourage music piracy by researchers and marketers.
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