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