Abstract: Aiming at the consumer infringement in digital content market, the consumers are taken as the research object, the utility and function of three different consumer behaviors is analyzed, and the function of digital content market welfare under the digital rights management environment is constructed. The effects of digital content product price, use value difference, tort penalty probability and level on consumer behavior and its relationship with market benefits are studied on purpose through the changes of digital content products in market share. The simulation results show that (1)all of the above factors have objective impacts on consumer behavior especially the tort penalty probability; (2)The purchase behavior and pirate behavior are in a unity of opposites and can affect digital content market welfare; and (3)DRM tends to intensify pirating by the contrary without legal protection and appropriate price. The consumer infringement is not a problem that could be solved only by techniques, but the consumer behavior could be constrained and guided with the assistance of law. Meanwhile, it ishelpful to alleviate the pirating and manage the digital rights effectively.

Key words: digital right management, digital content, behavior analysis, simulation