Whether to Add a Digital Product into Subscription Service?

IF 5.1 3区 管理学 Q1 BUSINESS Journal of Theoretical and Applied Electronic Commerce Research Pub Date : 2024-04-20 DOI:10.3390/jtaer19020048
Linlan Zhang, Yu Zhang
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Abstract

Digital products companies are increasingly adopting subscription pricing, but consumers who pay the subscription service may not be able to access all digital products sold on the sales platform. This paper explores the question of why some digital products are not in the subscription service of the sales platform. To address this problem, we develop an analytical model to examine two strategies of the firm. One is that the firm does not add the new product into the subscription service, the other is that the firm adds the new product into the subscription service. By comparing the profits under two sets, we find the condition under which the firm should add the new digital product into the subscription service. The results show that if the percentage of existing subscribers is below a certain threshold, and the subscription price is over a certain threshold, it is better for the firm to add the new product into the subscription service. We also analyze how the main variables affect the firm’s profit and the piracy rate. Our research provides useful insights for firms in choosing pricing schemes for the newly released product and offers advice for policymakers on controlling the piracy rate of digital products industry.
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是否在订阅服务中添加数字产品?
数字产品公司越来越多地采用订阅定价,但支付订阅服务费的消费者可能无法获得销售平台上销售的所有数字产品。本文探讨的问题是,为什么有些数字产品不在销售平台的订阅服务中。为了解决这个问题,我们建立了一个分析模型来研究企业的两种策略。一种是企业不将新产品加入订阅服务,另一种是企业将新产品加入订阅服务。通过比较两套策略下的利润,我们找到了企业应该在订阅服务中添加新数字产品的条件。结果表明,如果现有订户的比例低于某一临界值,而订阅价格高于某一临界值,则企业更适合在订阅服务中添加新产品。我们还分析了主要变量对企业利润和盗版率的影响。我们的研究为企业选择新发布产品的定价方案提供了有益的启示,也为政策制定者控制数字产品行业的盗版率提供了建议。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
9.50
自引率
3.60%
发文量
67
期刊介绍: The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.
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