科研管理

科研管理 ›› 2018, Vol. 39 ›› Issue (9): 42-51.

• 论文 • 上一篇    下一篇

数字内容传输渠道对消费者行为的影响研究

朱建学1,熊励2   

  1. 1.江苏科技大学经济管理学院,江苏 镇江212003;
    2.上海大学管理学院,上海200444
  • 收稿日期:2015-12-30 修回日期:2017-08-25 出版日期:2018-09-20 发布日期:2018-11-06
  • 通讯作者: 朱建学
  • 基金资助:

    教育部人文社会科学研究项目（12YJA630158，2012.01-2015.12）；教育部人文社会科学研究青年基金项目（15YJCZH077，2016.01-2018.12）；江苏科技大学科研启动基金项目（1042931608，2017.01-2019.12）。

Impact of digital content distribution channels on consumer behavior

Zhu Jianxue 1, Xiong Li2   

  1. 1. School of Economics and Management, Jiangsu University of Science and Technology, Zhenjiang 212003, Jiangsu, China; 
    2. School of Management, Shanghai University, Shanghai 200444, China
  • Received:2015-12-30 Revised:2017-08-25 Online:2018-09-20 Published:2018-11-06

摘要： 根据个人理性约束和激励相容约束，基于期望效用理论构造了数字内容消费者行为模型，运用计算机仿真技术分析了消费者的数字内容消费数量及其效用变化情况，研究了数字内容传输分发渠道对消费者行为的影响。研究结果表明：（1）在传统传输分发渠道下，数字内容价格对消费者数字内容消费数量及其效用影响显著，是影响消费者行为的重要因素；（2）在数字化网络传输分发渠道下，会员制收费模式的会员费直接影响消费者效用，按交易量收费模式通过数字内容消费数量间接影响消费者效用；（3）在双重传输分发渠道下，消费者效用和数字内容消费数量均高于上述传输分发渠道。综上可得，双重传输渠道更加符合消费者利益，为了体现消费者日益增强的影响力和主导权，数字内容供应商应该实施双重传输分发渠道策略。

关键词: 数字内容, 传输渠道, 消费者行为, 仿真研究

Abstract: According to the individual rationality constraint and the incentive compatibility constraint, a behavior model of digital content consumer has been constructed based on expected utility theory. The consumption quantity of digital content and changes in consumer utility have been analyzed by means of computer simulation technology. In addition, the influence of transmission distribution channel on consumer’s behavior has been researched. The results show that: (1) in case of traditional distribution channel, the price of digital content is an important factor affecting the behavior of consumers, thus exerting a significant influence on the consumption quantity of digital content and consumer utility; (2) in case of the digital network distribution channel, the charging mode of membership fee directly affects the consumer utility while the charging mode of transaction fee indirectly affects the consumer utility through the consumption quantity of digital content; (3) in case of the dual-distribution channel, both the consumer utility and consumption quantity of digital content are better than those achieved through the above-mentioned channels. In conclusion, the dual-distribution channel is more in line with the interests of the consumers. Digital content suppliers should implement the dual distribution channel strategy in order to reflect the growing influence and dominance of consumers.

Key words: digital content, distribution channel, consumer behaviour, simulation research