Research On Digital Content Consumption Behavior

The global entertainment and media industry will generated $2,6 trillion in revenue in 2023.The ebook market has a user penetration rate of 13.6%(over 1 billion ebook users)by 2020 and is expected to reach 15.9%by 2024.The rapid development of digital content has brought opportunities and challenges to digital content platforms.In recent years,environmental factors(weather,temperature,air quality,noise,etc.)have received increasing attention from industry and academia.As an important variable affecting people's mood and lifestyle,environmental factors are applied by Google and Alibaba in their advertising distribution system.Although environmental factors have been proved in literature to significantly affect asset price fluctuations,advertising promotion effects,investment returns,etc.,the research on environmental factors in the field of digital content is very limited.Delphi meteorological law points out that the ratio of meteorological input and output is 1:98.In the information age,weather information is freely available through the Internet.On the one hand,in addition to the inherent price war and free mode,digital content platform can use free weather information to better meet the needs of consumers and improve competitiveness.On the other hand,studying the impact of environmental factors on the change of consumers' digital content preferences can help enterprises better understand consumer demand and improve their operational efficiency.Therefore,this paper takes the digital content consumption market as the research object to explore the impact of environmental factors on consumers' digital content consumption preference and behavior.First,this paper studies the impact of weather on digital content consumption.Furthermore,it studies the consumer's digital content consumption motivation and digital content's emotional preference in different weather conditions.According to the motivation of digital content consumption,this paper divides digital content into two categories:hedonic and practical.And through text sentiment analysis based on sentiment dictionary and deep learning algorithm,this paper studies the interaction effect of weather and book sentiment on digital content consumption.Results shown that rainy weather increased the consumer's probability of spending 16%on digital content,as well as an 8%increase in spending.In addition,the study found that sunny weather has a positive effect on consumers' consumption of practical digital content.The rainy weather promotes consumers' consumption of positive and emotional content.The research results have theoretical guiding significance for the digital content platform to carry out weather-based promotion and content recommendation policies.Second,this paper studies the influence of temperature on the preference of two types of digital content,love and violence,and the emotional preference of digital content.Results shown that for every 10 degrees Celsius temperature increase,consumers'reading time increased by 5%.Consumers tend to love content when the temperature is low(relative to high temperature),and there is an inverted 'U' relationship between the temperature and the consumption of violent digital content.And there is a positive relationship between temperature and emotion of digital content.This research not only expands the research on environmental factors in the field of consumer behavior of digital content,but also makes up for the differences in literature on temperature in the fields of psychology and consumer behavior.In addition,this article studies the impact of air pollution on consumer consumption of non-defensive goods(digital content)for the first time.This paper explores the causal relationship between air pollution and digital content consumption by taking advantage of the difference in air pollution between north and south of China due to central heating policies north of the Huaihe River in China,using regression discontinuity design(RDD)approach and a two-stage model.The study found that air quality has a significant negative impact on consumers 'consumption of digital content.An increase in the Air Quality Index(AQI)per 100 units will cause people to lose 13%of their reading time and 60%of their payment.In order to explore the underlying mechanism,this paper studies the interaction between digital content sentiment and air quality on digital content consumption.The study found that air pollution caused consumers to tend to consume digital content with negative emotions.Finally,this paper studies the relationship between weather,temperature and air quality and digital content consumption behavior(fragmented consumption behavior,addictive consumption behavior and diversified seeking consumption behavior).The empirical results found that in rainy weather,consumers tend to addictive consumption patterns of digital content,and when air quality is poor,consumers tend to adopt fragmented consumption patterns.In addition,when the air quality is better,the temperature rises and the weather is worse,consumption is more inclined to variety seeking consumption pattern.Exploring the influence of environmental factors on different consumption patterns is helpful for enterprises to understand more accurately the change of consumers' preferences,so as to grasp more accurately the market changes and enhance their competitiveness.The innovation of this paper can be summarized in the following aspects.From the perspective of literature and theory,(1)This paper studies the impact of various environmental factors on consumers in the digital content industry.This paper is the first to reveal the impact of air quality on the digital content industry.It greatly expands the research scope of environmental factors and digital content.In addition,in the study of weather and temperature,the influence of environmental factors on the digital content industry is explored from new perspectives such as digital content emotion and consumption motivation.(2)In the study of digital content consumption patterns,this paper attempts for the first time to study the impact of environmental factors on consumers' choice of fragmented consumption patterns in the digital content industry.Although this is not the first study of addiction and diversification seeking behavior in the digital content industry,the innovation of this paper is the first to combine these two consumer behaviors with multiple environmental factors.From the perspective of practical significance of enterprises,(1)This paper studies the impact of various environmental variables on consumers in the micro digital content industry.And quantitative research on the size of the impact.For the digital content platform it can help the platform to realize the role of environmental factors in enterprise operation.It provides a new perspective for enterprises on how to avoid risks caused by environmental factors and how to use environmental factors to improve operational efficiency.(2)Through the classification of digital content categories,the classification of digital content emotions,and a variety of consumption patterns,this paper explores consumers' digital content consumption preferences under different environmental factors.The research results guide enterprises to understand consumers' demands and preferences more accurately,so as to provide reference for enterprises to develop digital content recommendation system and promotion strategy.