This study aimed to find a relationship between normative susceptibility, collectivism, novelty
seeking, value consciousness, and consumers’ attitude towards pirated software. The researcher
collected the data from customers who has experienced to purchase pirated software from two
locations in Bangkok metropolis. The final data were 369 respondents. Non-probability was
used to find sampling unit by using quota and convenience sampling. All hypotheses were
tested using Structural Equation Model (SEM). The adequate quality of model was measure by
measurement model in order to use discriminant validity, convergence validity, and goodnessof-fit. The results of this study, the researcher found that normative susceptibility and
collectivism were significant relationship with consumers’ attitude towards pirated software.
The results of novelty seeking and value consciousness were not statistical significant
relationship with consumers’ attitude towards pirated software.