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Research on Consumption Decision-making Process of Digital Book from the Perspective of Social Psychology
Received date: 2015-12-15
Revised date: 2016-01-21
Online published: 2016-02-05
[Purpose/significance] As one of the most important consumer goods, book cosumption should receive more attention. Digital book consumption, one kind of book consumption, has become an inevitable trend. Thus, it is necessary to replan the stages of the digital book comsumption decision-making process and clarify the paths to put forward the controllable interventions for publishers. It aims to guide the consumers to make right decisionsand adjust the digital book production and marketing.[Method/process] Based on the charactersitics of the digital book consumption, the consumption decision-making process has been discussed by the theoretical method insocial psychology such as cognitive dissonance, disturbance after decision-making,conformity, contact hypothesis and so on in this paper. Finally, a new digital book consumption decision-making process model has been established.[Result/conclusion] It could cover all the existing consumption models and is in line with the cognitive disterbance theory in social psychology. The connections between every stage of the decision-making process and the conformity phenomenon in real life could be depicted clearly in the model. By this model, the consumers' psychology could be intervened effectively by the publishers.
Key words： digital book; consumption decision-making; social psychology
Yang Yinsheng , Guo Changqing . Research on Consumption Decision-making Process of Digital Book from the Perspective of Social Psychology[J]. Library and Information Service, 2016 , 60(3) : 46 -51,98 . DOI: 10.13266/j.issn.0252-3116.2016.03.007
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