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8.2a Digital Goods May Satisfy Consumers’ Need for Control
Abstract
A salient characteristic of the current digital economy is the prevalence of digital goods. It may be largely attributed to the rapid growth of digital media which grant users tremendous control over various media content. However, a number of studies in consumer psychology reported that consumers may value digital goods less than physical goods because immateriality leads to reduced perceptions of control and inhibits sense of ownership. Noticing this conflict in scholarship, this study examines how consumers’ need for control influences their responses to digital and physical products. The results indicated that consumers high in need for control evaluated digital products more positively than physical products and also preferred the advertisements featuring digital products. Moreover, these consumers were also willing to pay more for digital rather than physical goods. Such results provided some preliminary evidence indicating that digital goods may satisfy consumers’ need for control. Both theoretical and practical implications are discussed.
First & Corresponding Author
Linwan Wu, University of South Carolina
Authors in the order to be printed.
Linwan Wu, University of South Carolina; Jiangmeng Helen Liu, Seattle University