Journals Proceedings

Abstract

A study involving 454 respondents gathered from a random sample of American adults using SurveyMonkey found that a single variable, which described moral intensity, was able to account for 26.4% of the variance in the purchasing rates for consumers who acquire music online. The predictive ability of moral intensity was found to be significantly higher than the corresponding rates for age, gender, education, income, disposable income, and fear of legal sanction.