Research on Factors Affecting the Consumers to Use Pirated Software Based on TPB

This paper takes consumers in China as samples to research out the influential factors on their behavior of using pirated software. The result indicates that The TPB model is still popular in our country; value consciousness, novelty seeking and collectivism play important roles in influencing consumer attitudes toward software piracy. This research, which provides an in-depth understanding on Chinese consumers, can be used in designing an effective prevention strategy in China