Secondly, the limitation is a relatively small sample (201 respondents), which may have some difficulties in representing the broader population.

Thirdly, the limitations are also related to the type of sample for quantitative analysis. Due to the peculiarity of the research topic, in which it is necessary to preserve the anonymity and confidentiality of participants, we were not able to ensure the relation of the general population in the study. Thus, we could not use a probabilistic sample that eliminates bias. In order to eliminate the sampling error, we had to use a convenient sampling method in which all participants are invited to fill out a questionnaire.

Fourthly, the results of this study are limited to the Russian context and may not necessarily reflect the levels of series acquisition in countries outside the Russian Federation. Replicating current research in other countries will help to summarize the results.

Our research has also some limitations due to the chosen research tool. Survey over the Internet can contain errors from four main sources: coverage error, sampling error, no response error, and measurement error. In addition, there may be limitations: an unanswered question where some potential respondents refuse to answer the entire survey; a memory error, when respondent does not remember details and give imprecise information of a particular event; the mistake of not knowing when the respondent does not understand, is not aware of or does not perceive the question; misunderstanding, when terminology or some words are unclear, it can lead to incorrect responses; and ambiguity occurs when respondents misinterpret written or spoken questions. It is possible that some people wanted to appear much better than they really are.

Future studies should examine the applicability and equivalence of structures and their measures when used in different cultural settings, for example in other countries and in more diverse groups by age, education, social status, income. Cultural differences can affect the viewing of series on different channels for different countries. Additionally, research should be conducted that extends the scope of the sample beyond university students, which can produce more diverse results. Also, future research should be applied to the preferences of participants in various genres of television series, since it is believed that different genres relate differently to the acquisition of series. Future studies can determine whether the same people have different behaviours at different times in their lives. Ideally, these exams may require longitudinal studies. Accordingly, ongoing research is needed on this topic.

The present research offers useful implications for marketing communications and public policy strategies as well as for academic research. The results of this study are useful both for large streaming services and entertainment channels that are currently losing their customer base and profits, and for those who are only going to enter this attractive market. 
The findings of this research study have many managerial implications for the entertainment industry, especially in the field of series, and possibly for other cultural industries that face piracy issues.

Following the emergence of advanced compression technologies for storing and transmitting files, the series' industry has faced major and unprecedented changes to its structure. We in this study focusing on identifying the factors affecting consumers' decisions toward series acquisition from legal and illegal channels, which is necessary and useful for the industry in order to prioritize resources in an effective way. Also, we reached the formation of potential customers with their unique particular qualities, which can be useful for domestic streaming companies. It has provided useful information and valuable insights that should help the series industry to better identify the needs of consumers and to find the adequate approach for the digital piracy problem. To attract new customers and maintain existing ones a company may transfer their brand personality to consumers and have them of varying personality traits believe and recognize the company's brand personality; thus, consumers may develop some kind of relationship with the brand, which will further influence their brand loyalty, using various marketing approaches. Under the definition of brand personality, we have in view the brand's conformity to the customers' expectation: the choice of content, content quality, lack of advertising, service cost, high speed of appearance of new content, recommendation system, payment system. Our findings provide a roadmap to guide marketers and policy makers in meeting the challenge of digital piracy by focusing attention on areas to directly impinge on individual's piracy intent: attitude, subjective norms, perceived behavioural control, perceived benefits and moral obligation. Hence, marketing communications focusing on public awareness of personal consequences of digital piracy should be effective in deterring future piracy intention. Such strategies could include using the social context of consumers, which were determined by factor analysis. Marketers' role in this context could be to turn attention to consumers' benefits of legally obtaining products rather than using pirated alternatives in their communication and product policy. Social media and discussion forums could be used to understand the influence of the social environment on consumers' perception of risk and benefit, which helps in framing marketing messages.

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Appendix A

General conclusions

	Predictor	Impacts on the intention	Researches	Context
Theory of planned behaviour (TPB)	1. Attitude	Positive	Kos Kokliи et al (2014)	943 adults from Slovenia, a European Union (EU) software piracy
		Positive	Arli & Tjiptono (2016)	302 respondents from Indonesia software piracy
		Positive	Phau & Liang (2012)	206 respondents from a large Australian university Games piracy
		Positive	Dilmperi et al (2017)	511 respondents from Greece and UK music piracy
	2. Subjective norms	Insignificant	Phau & Liang (2012)	206 respondents from a large Australian university Games piracy
		Positive	Dilmperi et al (2017)	511 respondents from Greece and UK music piracy
		Positive	Fleming et al (2017)	1543 respondents from UK music, software, movie piracy
	3. Perceived behavioural control	Negative	Arli & Tjiptono (2016)	302 respondents from Indonesia software piracy
		Insignificant	Phau & Liang (2012)	206 respondents from a large Australian university Games piracy
		Positive	Dilmperi et al (2017)	511 respondents from Greece and UK music piracy
		Positive	Fleming et al (2017)	1543 respondents from UK music, software, movie piracy
Ethics theory	Moral obligation	Positive	Brown (2014)	396 USA, UK, & Australian residents music piracy
		Negative	Kos Kokliи et al (2014)	943 adults from Slovenia, a European Union (EU) software piracy
		Negative	Arli & Tjiptono (2016)	302 respondents from Indonesia software piracy
		Negative	Phau & Liang (2012)	206 respondents from a large Australian university Games piracy
		Negative	Ludovica et al (2014)	518 respondents from Italy music piracy
	Perceived benefits	Positive	Vida et al (2012)	1,213 respondents, from Austria, Italy, Slovenia, Sweden, and UK music, software, movie piracy
		Positive	Arli & Tjiptono (2016)	302 respondents from Indonesia software piracy
		Positive	Ludovica et al (2014)	518 respondents from Italy music piracy
		Positive	Dilmperi et al (2017)	511 respondents from Greece and UK music piracy
Deterrence theory	Fear of legal consequences	Negative	Vida et al (2012)	1,213 respondents, from Austria, Italy, Slovenia, Sweden, and UK music, software, movie piracy
		Insignificant	Arli & Tjiptono (2016)	302 respondents from Indonesia software piracy
		Insignificant	Dilmperi et al (2017)	511 respondents from Greece and UK music piracy

Appendix B

Questionnaire

1 UNIT

1.How much time do you spend on the Internet?

· I do not use it at all 1

· Almost do not spend time on the Internet 2

· Few times a week 3

· I use the Internet every day, less than an hour 4

· Every day, more than an hour 5

· Every day, more than 3 hours 6

· Every day, more than 5 hours 7

· Every day, more than 10 hours 8

· I am always online (24 hours a day)9

· Other 0

2.How do you spend time on the Internet? What do you spend the most time on?

· Social networks

· Search of information

· Reading of forums

· Reading of e-books

· Listening to music

· Watching films

· Watching series

· Games

· Other

3.Have you ever engaged in digital piracy over the internet? Yes/No

4.How often do you watch series?

· Everyday

· In one day

· A couple of times a week

· Once a week

· A couple of times a month

· Semiannually

· Do not look

· Other

5.Do you use pirated content exclusively for watching series or do you also prefer pirated books, music, software, games? (Check all that apply)

· Only for watching series

· Download illegal books

· Download illegal music

· Download illegal games

· Download software illegally

6. What series have you watched in the last 30 days?

7. In the past 30 days have you used a streaming service for watching series? Yes/No

2 UNIT:(respondents who use)

8. Do you currently subscribe to some streaming service? Yes/No

9. Is the subscription paid? Yes/No

10. In the last 30 days have you used any of the following streaming services for watching series? (Tick all that apply)

· Amediateka

· IVI

· Megogo.net

· TVZavr

· Okko

· AYYO

· Start

· Now.ru

· Netflix

· ТНТ-Премьер

· HBO

· AmazonPrime

· Hulu

· iTunes

· BBC TV

· Vimeo OnDemand

· Tvigle

11. What factors determine the choice of this streaming service?

· Service cost

· Payment system

· High speed of appearance of new content (earlier than on TV)

· Lack of advertising

· Content quality (image, sound)

· Choice of content (availability of new products, archive of serials)

· Recommendation system

· Ability to watch TV channels

· Other

3 UNIT:(respondents who use)

Theory of planned behaviour (TPB)

ATTITUDE

12. I intend to engage in piracy over the internet in the future

· Extremely Improbable

· Improbable

· Slightly Improbable

· Neurtal

· Slightly probable

· Probable

· Extremely Probable

13. I would prefer to use a streaming service for watching series than to download or watch series illegally via Internet or a file sharing network

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

14. Is digital piracy a problem in Russia?

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

15. What is your reaction to this statement? "Streaming services are the future because they avoid illegality, but give access to unlimited viewing of series and offer some rewards for their producers."

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

16. I feel that streaming services pay a sufficient amount of royalties to artists and all those involved in the shooting process for their work

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

SUBJECTIVE NORMS

17. When considering the way of watching series, I am influenced by my peers and family

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

PERCEIVED BEHAVIOURAL CONTROL

18. For me, to engage in piracy over the internet is easy

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

19. I do not meet any boundaries (search difficulties, blocking sites) in order to use pirated content:

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

Ethics Theory

MORAL OBLIGATION

20. I would not feel guilty if I engaged in piracy over the internet for watching series

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

21. Overall, my attitude towards pirated watching series through the internet is

· Very Unfavourable

· Unfavourable

· Slightly Unfavourable

· Neutral

· Slightly Favourable

· Favourable

· Very Favourable

PERCEIVED BENEFITS

22. If I am able to illegally watch series for free on the internet I am reluctant to then purchase the subscription for watching series legitimately

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

23. If I am able to legally watch series for free on the internet I am reluctant to then purchase the subscription for watching series legitimately

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

24. I could not afford to purchase all the subscriptions to streaming services whose series I would want to watch:

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

25. What factors influence your decision to use a paid subscription to streaming services? (Please tick all that apply)

· The risk of computer viruses

· Slow loading time

· Loss of part of the income of product creators (companies, screenwriters, producers, authors, artists)

· Poor audio quality of downloadable content

· Risk of prosecution

· Likely legislation of the Russian Federation entails serious consequences regarding the illegal use of copyright of digital content

· None of the above

· Other

26. What factors influence the choice in favor of pirated content to view the series?

· Ability to save money

· Familiarize yourself with the content of the series in order to understand its further interest in it

· View only one favorite series from the producer

· View a large number of series that are available only on different streaming services

· Fear to appear "divorced for money" among their social environment if the same can be seen for free

· Unwillingness to pay for intangible things that exist only in the network

· Refusal to pay for the work of producers of serials / films, as they are already very rich

· Other

27. Do any of the following affect your decision to subscribe to a streaming service and could enhance the benefits of using pirated content?

· Exclusive content

· Low cost

· Convenience of the interface

· Image quality (Full HD, 4K)

· Sound quality (5: 1)

· Lack of advertising

· Site / application design

· Money support for the manufacturer

· Friends recommendation

· None of the above

· Other

Deterrence Theory

FEAR OF LEGAL CONSEQUENCES

28. There is a chance I will face legal repercussions if I illegally download or watch series from the internet

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

4 UNIT (respondents who do not use)

ATTITUDE

12. I intend to engage in piracy over the internet in the future

· Extremely Improbable

· Improbable

· Slightly Improbable

· Neurtal

· Slightly probable

· Probable

· Extremely Probable

13. I would prefer to use a streaming service for watching series than to download or watch series illegally via Internet or a file sharing network

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

14. Is digital piracy a problem in Russia?

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

15. What is your reaction to this statement? "Streaming services are the future because they avoid illegality, but give access to unlimited viewing of series and offer some rewards for their producers. "

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

16. I feel that streaming services pay a sufficient amount of royalties to artists and all those involved in the shooting process for their work

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

SUBJECTIVE NORMS

17. When considering the way of watching series, I am influenced by my peers and family

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

PERCEIVED BEHAVIOURAL CONTROL

18. For me, to engage in piracy over the internet is easy

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

19. I do not meet any boundaries (search difficulties, blocking sites) in order to use pirated content:

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

Ethics Theory

MORAL OBLIGATION

20. I would not feel guilty if I engaged in piracy over the internet for watching series

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

21. Overall, my attitude towards pirated watching series through the internet is

· Very Unfavourable

· Unfavourable

· Slightly Unfavourable

· Neutral

· Slightly Favourable

· Favourable

· Very Favourable

PERCEIVED BENEFITS

22. If I am able to illegally watch series for free on the internet I am reluctant to then purchase the subscription for watching series legitimately

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

23. If I am able to legally watch series for free on the internet I am reluctant to then purchase the subscription for watching series legitimately

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

24. I could not afford to purchase all the subscriptions to streaming services whose series I would want to watch:

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

25. What factors influence the choice in favour of pirated content to view the series?

· Ability to save money

· Familiarize yourself with the content of the series in order to understand its further interest in it

· View only one favourite series from the producer

· View a large number of series that are available only on different streaming services

· Fear to appear "divorced for money" among their social environment if the same can be seen for free

· Unwillingness to pay for intangible things that exist only in the network

· Refusal to pay for the work of producers of serials / films, as they are already very rich

· Other

26. Do any of the following affect your decision to subscribe to a streaming service and could enhance the benefits of using pirated content?

· Exclusive content

· Low cost

· Convenience of the interface

· Image quality (Full HD, 4K)

· Sound quality (5: 1)

· Lack of advertising

· Site / application design

· Money support for the manufacturer

· Friends recommendation

· None of the above

· Other

Deterrence Theory

FEAR OF LEGAL CONSEQUENCES

27. There is a chance I will face legal repercussions if I illegally download or watch series from the internet

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

5 UNIT (respondents who do not use)

28. If everyone around you (friends, relatives) began to use paid subscriptions to watch series, would this influence your choice in favour of paid subscriptions?

· Strongly Disagree

· Disagree

· Slightly Disagree

· Neutral

· Slightly Agree

· Agree

· Strongly Agree

29. If control on the Russian Internet would be more thorough and sites with illegal access to series would be closed, what would you prefer?

· Buy a paid subscription to the streaming service to watch favourite series

· Would refuse to spend time watching series

· Other

30. How much would you be willing to pay for digital content monthly?

· 1000 rubles and more

· 500 - 1000 rubles

· Less than 500 rubles

· Not at all

5 UNIT

1.City

2.What is your gender?

· Female

· Male

3.How old are you?

4.Education:

· lower secondary

· secondary education

· specialized secondary education

· partially completed higher education,

· higher education

· scientific degree

5.Activity:

· Pupil

· Student

· I open my own business

· Owner (or co-owner) of own business

· Employee

· I do not work

· Other

6.How do you assess the financial situation of your family?

· We live extremely economically, there is enough money for daily expenses, but buying clothes is already difficult

· There is enough money for food and clothing, but the purchase of large household appliances without recourse to the loan is problematic

· We are generally well-off, but we cannot afford expensive purchases (travel, car, etc.) without recourse to a loan or to pre-accumulate the required amount

· We are wealthy, we can easily afford to buy a car or expensive vacation

· I find it difficult to answer

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