Verifying the usefulness of the theory of planned behavior model for predicting illegal use of online content: the role of outcome expectancies and social loafing

BACKGROUND: Currently, laypeople can earn profit by producing content; therefore, it should be noted that the unauthorized use of intellectual creations or possessions can cause legal issues and undermine the producers’ desire to create. This study verified the usefulness of the theory of planned behavior (TPB) model for predicting the illegal use of online content among South Korean college students and examined the roles played by outcome expectancies and social loafing in this model. METHODS: The participants, 369 male and female Korean college students, were aged between 18 and 31 years (M = 22.12, SD = 2.33). We measured the illegal use of online content and the factors of the TPB model, as well as outcome expectancies and social loafing with regard to participants’ illegal use of online content. Correlational analysis, stepwise regression analysis, path analysis for the TPB model, and analyses of the moderated model were performed using SPSS and AMOS. RESULTS: All TPB factors, outcome expectancies, and social loafing were positively correlated with the illegal use of online content. Stepwise regression analysis showed that intention, social loafing, outcome expectancies, and perceived behavioral control were significant predictors of the illegal use of online content. A TPB model, including a direct path from perceived behavioral control to behavior, was validated to analyze the illegal use of online content. This model was found to be moderated by outcome expectancy. CONCLUSION: This study suggests that the TPB is useful for predicting the illegal use of online content and that outcome expectancies and social loafing also play an important role in the illegal use of online content among college students. The findings of this study provide useful information for future research and could aid in preventing illegal online content use among adolescents and young adults.