摘要
版权保护技术是阻击盗版的重要手段,然而数字产品企业对于版权保护技术的看法不尽相同。针对数字企业如何设定最优的版权保护水平,根据数字产品市场中两类潜在的消费者—伦理消费者和普通消费者,构建基于消费者搜索行为的供应链模型,研究制造商和零售商的最优版权保护决策。研究发现,企业设定的版权保护水平具有双重效应,一方面对于普通消费者而言存在主效应,即企业可以通过提高版权保护水平以此增加普通消费者的需求;另一方面,版权保护水平的提高又会对伦理消费者的搜索意愿产生消极的策略效应,从而导致伦理消费者的需求下降。此外,当伦理消费者规模较大时,制造商和零售商关于版权保护水平有不同的执行标准。
Copyright protection technology is an important means to prevent piracy.However,digital products enterprises have different views on copyright protection technology.Aiming at how to set the optimal level of copyright protection for digital prod-ucts enterprises,according to two types of potential consumers in the digital products market—ethical consumers and unethical con-sumers,this paper constructs a supply chain model based on consumer search behavior,and study the manufacturer and the retail-er's optimal copyright protection decision.The study shows that the copyright protection level set by enterprises has a dual effect.On the one hand,there is a main effect for unethical consumers,that is,enterprises can increase the demand of unethical consumers by improving the level of copyright protection.On the other hand,the improvement of copyright protection will have a negative strate-gic effect on the search intention of ethical consumers,which will lead to a decline in the demand of ethical consumers.In addition,when the size of the ethical consumers is large,the manufacturer and the retailer have different enforcement standards regarding the level of copyright protection.
作者
邓旭东
李儒博
DENG Xudong;LI Rubo(School of Management,Wuhan University of Science and Technology,Wuhan 430081;Center for Service Science and Engineering,Wuhan University of Science and Technology,Wuhan 430081)
出处
《计算机与数字工程》
2023年第7期1597-1602,1630,共7页
Computer & Digital Engineering
关键词
版权保护
消费者类型
供应链
数字产品
copyright protection
consumer type
supply chain
digital products
