Peculiarities of consumer attitude to digital services provided in the sphere of culture
Abstract
The development of information and communication technologies has opened a new revenue stream in the cultural industry. Firms sell content in the form of downloads or subscriptions over the Internet, a revenue stream called digital services. Digital services coexist with other revenue streams, such as physical products (such as books, DVDs, and CDs) or non-digital services (such as theatre, concerts, and exhibitions). The experience of consuming digital services is similar to the experience of using products, but technologies can increase the value of digital services compared to products.
Digital services lead to a paradigm shift in the consumer-manufacturer relationship, where physical items are replaced by intangible software, and value is realized only in the process of consumption, shifting the focus of value from value in exchange for value in use.
A distinctive characteristic of digital services should be considered that the reproducibility of the service is actually free, since the marginal and transportation costs are close to zero, which reduces the costs associated with inventory management and logistics. Unlike products and non-digital services, the open nature of digital content means that many people can get a digital service without simultaneously reducing the availability of this service to others. Free reproducibility and non-exclusiveness conceptually differentiates digital services from non-digital services and products. These latter two main characteristics of digital services contribute to their global spread.
The aim is to study the characteristics of consumers’ attitude to digital services provided in the area of culture.
About the Author
A. I. Sakhbieva
University of management “TISBI”
Russian Federation
Russian Federation
PhD in Economics, Associate Professor
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Review
For citations:
Sakhbieva A.I. Peculiarities of consumer attitude to digital services provided in the sphere of culture. Kazan economic vestnik. 2021;(2):104-110. (In Russ.)
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