Research On Consumption Decision-making Process Of Digital Book Based On Matrix Network DEA Model And Method

Book is one of the most important consumptions. The human basic skill would be lost without book. Larger number of reading quantity would be required in general social life. To be a successful person, he or she should read lots of book. Book consumption would become to the necessary terms of social development, international competition and personal demand. It should be treated valuably. Personal service would be supplied by the publishers on internet platform at the age of Web 3.0. Book would turn to internet custom-made digital book from traditional book which were made from paper. Digital book would be the trend of book development. Thus digital book consumption should be force on. The number of digital book consumer is sharply increasing. The finical response and the legislative protection is enhancing from the nation. The 4G terminal is also paid more attention. All above these terms are good at the development of digital book.However, the behavior of digital book consumption is very complex. These kind of research is uncommon. Using the planning and management view and system science method to solve digital book consumption problem would be needed immediately.Based on the opinions the paper was finished. A matrix network model of digital book consumption has been established based on social psychology and behavior economic. Every subsystem and the contributory factors between the subsystems have been included in this model. The quantitative indexes have been put forward. The matrix network DEA model has been established from the matrix network model of digital book consumption. The economic meaning of the DEA model and solution has been explained under the different objects. Based on the calculation of the matrix network DEA model, the key points of the digital book consumption decision-making would be found out, the discriminate analysis would be unfolded, and the sensitivity analysis would be got. After getting the key points, the consumer’s behavior could be interfered directly. From the discriminate analysis, the digital book market could be segmented correctly. Crossing the sensitivity analysis, the reaction could be seen when one of the subsystems or the factors changed. So the positive and negative indexes could be distinguished. The black-box of digital book consumption decision-making could be opened. As a methodical support, it could be use to adjusting the marketing plan of the publisher.