Study on the influence factors of music piracy in china based on SEM model

The spate of digital music piracy has raised a great challenges and threats to digital music industry, and at the same time, it has brought a huge losses for digital music copyright owners, which hindered the development of digital music. Delve into the causes of the formation of piracy It will be beneficial to the prevention and control of music piracy that we explored the causes of music piracy. In this paper, we will explore the factors of which affecting Chinese consumers to use pirated music from multiple angles, namely the personal level factors, social level factors, and characteristic level factors of the music itself. Data were obtained from university students in China, and the model was examined by using the structural equation model (SEM). The results showed that individual´s music piracy attitude, the personality of novelty seeking, cultural environment, and the network environment had a significant positive impact on the intention of music piracy. However, the quality of music had a negative impact on intention of music piracy. What´s more, the results also showed that the intention of music piracy will lead to a real piracy behavior. According to the results, we had put forward some corresponding suggestions and countermeasures to control music piracy.