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[目的 /意义]数字图书消费已成为必然趋势,对数字图书消费决策过程阶段重新进行路径规划和厘清,并对关键环节开展可控的干预,可为出版商引导消费者消费决策提供路径,指导数字图书的生产及营销。[方法/过程]从数字图书消费特征出发,利用社会心理学中认知失调、决策后失调、从众、接触假说等理论对数字图书消费决策过程进行分析,最终构建数字图书消费购买决策过程新模式。[结果/结论]该模式具有符合社会心理学的认知失衡理论、涵盖现有购买模式、明晰各个决策环节间的相互联系、刻画现实生活中的从众现象、使数字出版商对消费者心理可进行有效干预等优点。
[Purpose / Significance] The consumption of digital books has become an inevitable trend. The process of digital book consumption decision-making process to re-path planning and clarification, and controllable aspects of key interventions for publishers to guide consumer decision-making to provide guidance and guidance Digital books production and marketing. [Methods / Processes] Starting from the consumption characteristics of digital books, this paper analyzes the process of digital book consumption decision-making by using the theory of cognitive disorders, post-decision dissonance, follow-up hypothesis and so on in social psychology, and finally constructs a new model of digital book consumption purchase decision-making process . [Results / Conclusion] This model has the cognitive imbalance theory in accordance with social psychology. It covers the existing purchase patterns, clarifies the interrelationships among various decision-making links, and depict the phenomenon of follow-up in real life so that the digital publishers can make consumers feel better For effective intervention and so on.