| In the context of the digital era,the market size of digital products has been expanding.To gain a competitive advantage in the digital era,enterprises have increased their investment in marketing digital products.However,due to the characteristics of digital products,such as the difficulty of assessing quality before adoption and purchase,and the large uncertainty of products,enterprises have greater challenges in how to improve the persuasive effect of digital products,and thus how to improve the adoption and purchase of digital products has become a key concern for enterprises.Existing research on digital products mainly focuses on exploring the characteristics of digital products,the advantages of digital products over physical products,and their impact on consumers’ decisions,and relatively little research has been conducted on how to improve the persuasion effect of digital products.Therefore,this thesis studies the impact of matching digital product type with title type on users’ digital product persuasion effect.Based on the real-life dilemmas and theoretical shortcomings of companies,this study explores the matching effect of digital product type and title type from the perspective of risk perception theory and signal theory.By using secondary data research,the effect of matching digital product type with title type on users’ digital product adoption behavior is examined;secondly,laboratory experiments are used to further verify the effect of matching digital product type with title type on users’ willingness to adopt;finally,laboratory experiments are used to reveal the mediating role played by perceived risk in the matching effect of digital product type with title type.This thesis shows that there is a matching effect between digital product type and title type when an outcome-oriented(vs.process-oriented)title is used for free digital products and a process-oriented(vs.outcome-oriented)title is used for paid digital products,it increases user adoption of digital products and triggers higher user engagement.This study is an early study to explore the effect of title information on the persuasion effect of digital products in the field of digital products and found that there is a matching effect between digital product type and title type,which enriches the related research in the field of digital products.Second,it is found that perceived risk plays a mediating mechanism in the matching effect of digital product type and title type.Finally,this thesis introduces the role of title information in the field of digital products and explores the effect of digital product headlines on the persuasion effect,which expands the relevant research in the field of advertising headlines.This thesis also provides rich management insights for enterprises to scientifically develop digital product marketing strategies: when digital product types are different or marketing purposes are different,different headline types should be adopted to enhance the persuasion effect of digital products. |
