Digital goods purchase model research in the mobile internet ERA

摘要

Infinite sharing, most significant feature of digital goods, makes the quantity of sale become the key to business profit. Meanwhile, according to the new pattern of consumer behavior in the mobile Internet era, establishing good perception channels between consumer and goods will be the key to marketing. This research successfully measures consumer's perception of goods by innovatively introducing the consumer involvement and build consumer involvement general measurement model. Then, "How to promote China telecom IPTV business" was used as an example to apply the model and prove the versatility and practicability of it. In conclusion, the research has brought up new ideas to the digital product marketing under the background of mobile Internet era.