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 ...