Uncovering the value stream of digital content business from users' viewpoint

Abstract Although digital content (DC) business has been increasingly recognized as one of the core industries in a knowledge-based economy, little is known about its value stream from DC users’ perspective. This study suggests a DC value chain framework involving the stream of DC value from DC creation to use from users’ perspective, which has three key components of DC-value stream: (1) DC-value creation, (2) DC-value interaction, and (3) DC-value use. Drawing upon the DC value chain framework, we propose a research model exploring the direct relationships between DC-value creation and DC-value interaction and between DC-value interaction and DC-value use. It also explains the moderating role of DC types between DC-value and DC-value interactions. The empirical results of the study indicate that DC-value interactions play an intermediary role between DC creation value and DC use value and that users’ perceptions of DC value vary in different types of DC. We discuss theoretical contributions and practical implications along with some avenues for future research.

[1]  Scott B. MacKenzie,et al.  Common method biases in behavioral research: a critical review of the literature and recommended remedies. , 2003, The Journal of applied psychology.

[2]  Johann Füller,et al.  Co-Creation in Virtual Worlds: The Design of the User Experience , 2011, MIS Q..

[3]  Jennifer Rowley,et al.  Understanding digital content marketing , 2008 .

[4]  Paul A. Pavlou,et al.  Swift Guanxi in Online Marketplaces: The Role of Computer-Mediated Communication Technologies , 2014, MIS Q..

[5]  V. Zeithaml.  Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence: , 1988 .

[6]  Milena M. Head,et al.  Exploring human images in website design: a multi-method approach , 2009 .

[7]  Efraim Turban,et al.  Groups Formation and Operations in the Web 2.0 Environment and Social Networks , 2008 .

[8]  Natali Helberger.  Standardizing consumers' expectations in digital content , 2011 .

[9]  Hans van der Heijden,et al.  User Acceptance of Hedonic Information Systems , 2004, MIS Q..

[10]  José Luis Gómez Barroso,et al.  Exploring a heterogeneous and fragmented digital ecosystem: Mobile content , 2009, Telematics Informatics.

[11]  Changsu Kim,et al.  Toward an evolution strategy for the digital goods business , 2012 .

[12]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[13]  Zhiling Guo,et al.  Optimal Digital Content Distribution Strategy in the Presence of the Consumer-to-Consumer Channel , 2009, J. Manag. Inf. Syst..

[14]  Christopher Rosenqvist,et al.  Mobile Music, Customer Value, and Changing Market Needs , 2006 .

[15]  Oded Nov,et al.  What motivates Wikipedians? , 2007, CACM.

[16]  Adrian Payne,et al.  Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing , 2001 .

[17]  Jacques Bulchand-Gidumal,et al.  Intentions to use social media in organizing and taking vacation trips , 2011, Comput. Hum. Behav..

[18]  Hsin-Hann Tsai,et al.  Developing the Digital Content Industry in Taiwan , 2008 .

[19]  Bongsik Shin,et al.  Ubiquitous Computing-Driven Business Models: A Case of SK Telecom's Financial Services , 2005, Electron. Mark..

[20]  R. Bagozzi,et al.  On the evaluation of structural equation models , 1988 .

[21]  Dritan Kaleshi,et al.  Securing the delivery of digital content over the Internet , 2002 .

[22]  Hye-Young Kim,et al.  Receptivity to advertising messages and desired shopping values , 2008 .

[23]  Margherita Pagani,et al.  Digital Business Strategy and Value Creation: Framing the Dynamic Cycle of Control Points , 2013, MIS Q..

[24]  Jun Chen,et al.  Value Chain Analysis of the Digital Content Industry , 2010, 2010 International Conference on Management and Service Science.

[25]  J. Meisel.  Entry into the market for online distribution of digital content: economic and legal ramifications , 2008 .

[26]  D. Fortin,et al.  Interactivity and vividness effects on social presence and involvement with a web-based advertisement , 2005 .

[27]  G. Soutar,et al.  Consumer perceived value: The development of a multiple item scale , 2001 .

[28]  Graham Vickery,et al.  Participative Web And User-Created Content: Web 2.0 Wikis and Social Networking , 2007 .

[29]  Kornelia van der Beek,et al.  The changing digital content landscape: An evaluation of e-business model development in European online news and music , 2006, Internet Res..

[30]  Giuseppe Riva,et al.  Emotional Response to Virtual Reality Exposure across Different Cultures: The Role of the Attribution Process , 2009, Cyberpsychology Behav. Soc. Netw..

[31]  Changsu Kim,et al.  An empirical investigation of factors affecting ubiquitous computing use and U-business value , 2009, Int. J. Inf. Manag..

[32]  Andrew B. Whinston,et al.  Content Sharing in a Social Broadcasting Environment: Evidence from Twitter , 2014, MIS Q..

[33]  E. Hargittai,et al.  THE PARTICIPATION DIVIDE: Content creation and sharing in the digital age1 , 2008 .

[34]  Jennifer Jie Xu,et al.  Business Intelligence in Blogs: Understanding Consumer Interactions and Communities , 2012, MIS Q..

[35]  C. M. Sashi.  Customer engagement, buyer‐seller relationships, and social media , 2012 .

[36]  Yi-Shun Wang,et al.  What drives purchase intention in the context of online content services? The moderating role of ethical self-efficacy for online piracy , 2013, Int. J. Inf. Manag..

[37]  Georgia Koutrika,et al.  Fighting Spam on Social Web Sites: A Survey of Approaches and Future Challenges , 2007, IEEE Internet Computing.

[38]  J. Nunnally.  Psychometric Theory (2nd ed), New York: McGraw-Hill. , 1978 .

[39]  Samir Chatterjee,et al.  Design of emerging digital services: a taxonomy , 2008, Eur. J. Inf. Syst..

[40]  Barbara L. Gross,et al.  Why we buy what we buy: A theory of consumption values , 1991 .

[41]  Andrew Whinston,et al.  The Economics Of Electronic Commerce , 1997 .

[42]  Jesús García Laborda,et al.  Methods of adapting digital content for the learning process via mobile devices , 2009 .

[43]  Izak Benbasat,et al.  Online Consumer Trust and Live Help Interfaces: The Effects of Text-to-Speech Voice and Three-Dimensional Avatars , 2005, Int. J. Hum. Comput. Interact..

[44]  Stuart J. Barnes,et al.  The mobile commerce value chain: analysis and future developments , 2002, Int. J. Inf. Manag..

[45]  Nicholas Berente,et al.  Arguing the Value of Virtual Worlds: Patterns of Discursive Sensemaking of an Innovative Technology , 2011, MIS Q..

[46]  Sudip Bhattacharjee,et al.  Digital music and online sharing: software piracy 2.0? , 2003, CACM.

[47]  Antonio Padilla-Meléndez,et al.  Value creation and new intermediaries on Internet. An exploratory analysis of the online news industry and the web content aggregators , 2007, Int. J. Inf. Manag..

[48]  Andrew B. Whinston,et al.  Shared distribution of digital products using multicast , 2008, Electron. Commer. Res. Appl..

[49]  Gal Oestreicher-Singer,et al.  Content or Community? A Digital Business Strategy for Content Providers in the Social Age , 2013, MIS Q..

[50]  Rahul Telang,et al.  DRAFT : Preliminary and Incomplete Comments Welcome Competing with Free : The Impact of Movie Broadcasts on DVD Sales and Internet Piracy , 2006 .

[51]  Terry S. Overton,et al.  Estimating Nonresponse Bias in Mail Surveys , 1977 .

[52]  Yuping Liu,et al.  What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness , 2002 .

[53]  Dennis L. Hoffman,et al.  Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations 1 ) , 1998 .

[54]  Viswanath Venkatesh,et al.  Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model , 2000, Inf. Syst. Res..

[55]  C. Brendan S. Traw.  Technical Challenges of Protecting Digital Entertainment Content , 2003, Computer.

[56]  Michael D. Smith,et al.  Standards Competition in the Presence of Digital Conversion Technology: An Empirical Analysis of the Flash Memory Card Market , 2012, MIS Q..

[57]  Yi-Cheng Ku,et al.  Personalized Content Recommendation and User Satisfaction: Theoretical Synthesis and Empirical Findings , 2006, J. Manag. Inf. Syst..

[58]  Martin Mauve,et al.  Digital Ownership: From Content Consumers to Owners and Traders , 2006, IEEE MultiMedia.

[59]  Izak Benbasat,et al.  Research Note: The Influence of Recommendations and Consumer Reviews on Evaluations of Websites , 2006, Inf. Syst. Res..

[60]  P. Bentler,et al.  Comparative fit indexes in structural models. , 1990, Psychological bulletin.

[61]  Subhash Sharma,et al.  Sample size effects on chi square and other statistics used in evaluating causal models. , 1982 .