Explore the influencing factors of Chinese consumers using pirated software

Based on the theory of planned behavior (TPB) and ethics theory, this article especially added some variables, such as value-added service, to explore the influence factors that consumers use pirated software. The model was examined by using the structural equation model (SEM). The results showed that “sharing” of cultural value and perceived usefulness influence the attitude toward pirated software of individuals, and then affect piracy intention. However, social ethical climate and value-added service had no obvious effect in the produce process of piracy intention. In final, According to the findings, we put forward the corresponding suggestions and countermeasures.