Abstract
Digital piracy has become an important issue in today’s technology-driven world. This research looks at the factors that cause South Africans to choose digital piracy as a means of obtaining digital media. We tested a revised Digital Piracy Attitude Model incorporating individual and situational constructs using quantitative data. Constructs showing significant correlation to an individual’s attitude toward digital piracy were age, Machiavellianism, cognitive beliefs, positive affective beliefs and perceived importance. Interestingly, no gender influence was found. The paper concludes with practical suggestions for South African educational, government and business institutions to reduce digital piracy based on our findings.