数字文化产品的消费意愿研究——基于感知价值的中介效应
Study on Consumer Intention of Digital Cultural Products—Based on the Mediating Effect of Perceived Value

得益于数字技术的蓬勃发展，文化创意内容的生产和传播方式发生了翻天覆地的变化。数字技术与文化相结合形成了各式各样的数字文化产品。本文将感知价值作为中介变量，从感知利得和感知利失两个维度深入探讨了数字文化产品消费意愿的影响因素。通过构建结构方程模型并进行实证分析，研究发现感知利得维度的预测变量(感知有用性、感知易用性和感知娱乐性)正向影响感知价值，进而影响消费意愿，其中感知易用性的影响最为显著，其次为感知有用性，感知娱乐性。感知利失维度的预测变量(感知价格和感知风险)负向影响感知价值，进而影响消费意愿，其中感知风险的影响要强于感知价格。在如何提高消费者感知利得方面，本文认为数字文化产品厂商应当扩大商品和服务供给，提升消费体验，同时加大研发投入，提高产品质量与创新性。在如何降低消费者感知利失方面，本文认为数字文化产品厂商应该建立服务承诺，为消费者提供网络安全保护措施，同时合理定价，确保产品物有所值。
Thanks to the vigorous development of digital technology, the production and dissemination methods of cultural and creative content have undergone earth-shaking changes. The combination of digital technology and culture has given rise to a wide variety of digital cultural products. This study takes perceived value as an intermediary variable, and deeply discusses the influencing factors of consumer willingness of digital cultural products from two dimensions: perceived gain and perceived loss. Through constructing a structural equation model and conducting empirical analysis, the research discovers that the predictor variables in the perceived gains dimension (perceived usefulness, perceived ease of use, and perceived entertainment) positively impact perceived value and thereby influence consumption intention. Among them, the influence of perceived ease of use is the most significant, followed by perceived usefulness and perceived entertainment. The predictor variables in the perceived losses dimension (perceived price and perceived risk) negatively affect perceived value and thereby influence consumption intention. Herein, the influence of perceived risk is stronger than that of perceived price. Concerning how to enhance consumers’ perceived gains, this article holds that digital cultural product manufacturers should expand the supply of goods and services, elevate the consumption experience, and simultaneously increase R&D investment to enhance product quality and innovativeness. Regarding how to reduce consumers’ perceived losses, this article contends that digital cultural product manufacturers should establish service commitments, offer consumers network security protection measures, and set prices rationally to ensure that products are worthy of their value.