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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Matching Relationships Between Consumer Psychology and Digital Goods Rankings
verfasst von : Manyi Chen, Qi Wang, Hongzhi Liu
Erschienen in: LISS 2013
Verlag: Springer Berlin Heidelberg
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Abstract
The production and development of digital goods profoundly changed the economic relationship and transformed trading methods. Among the large amount of information about digital goods, the information from Rankings are of prominent significance. With positive promotion affects, the good’s ranking impacts consumers as they make decisions about buying digital products. The object of this study will serve rankings and consumer psychologies, and the paper will offer references and suggestions for the customization of the mobile terminal. The research method combines both factor analysis and cluster analysis. Based on consumers’ values and lifestyles, the rankings are subdivided into three groups: reputation ranking, consumption behavior ranking and purchase intention ranking. We use a correspondence analysis method to conclude the matching relationship between different types of rankings and various consumption psychology groups.