社会心理学视角下的数字图书消费决策过程模式研究  

Research on Consumption Decision-making Process of Digital Book from the Perspective of Social Psychology

作　　者：杨印生[1,2] 郭长青[1] 

机构地区：[1]吉林大学管理学院,长春130022 [2]吉林大学生物与农业工程学院,长春130025

出　　处：《图书情报工作》2016年第3期46-51,98,共7页Library and Information Service

基　　金：国家自然科学基金项目"矩阵型网络DEA模型;方法;理论及其应用研究"(项目编号:71071069)研究成果之一

摘　　要：[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 ] 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 ,eonformity, 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 exist- ing 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.

关 键 词：数字图书 消费决策过程 社会心理学 

分 类 号：G230.7-F[文化科学]