版权管理下数字内容用户行为分析与仿真研究

The analysis and simulation of digital content consumer behaviors under digital rights management

针对数字版权管理环境下数字内容产品市场存在的使用者侵权现象,以使用者为研究对象,分析了使用者三种不同行为所产生的效用,构造了使用者行为效用函数以及数字内容产品市场福利函数。通过观察数字内容产品市场份额的变化,重点研究了数字内容产品销售价格、使用价值存在的差别、侵权行为面临法律制裁的概率和力度对使用者行为的影响及其与市场福利的关系,仿真分析发现:(1)以上因素都会影响使用者行为,尤其是侵权行为面临法律制裁概率的影响更为明显;(2)使用者合法购买行为与侵权行为此消彼长,使用者行为会影响数字内容产品市场福利;(3)在缺乏有力的法律保障、产品销售价格不合理时,数字版权管理技术反而会加剧使用者侵权行为。总之,使用者侵权行为不是一个单凭技术就能解决的问题,与法律手段联合可以更好地规范约束使用者行为,减少侵权行为的发生,实现数字版权的有效管理。

Aiming at the consumer infringement in digital content market,the consumers are taken as the research object,the utility and function of three different consumer behaviors is analyzed,and the function of digital content market welfare under the digital rights management environment is constructed. The effects of digital content product price,use value difference,tort penalty probability and level on consumer behavior and its relationship with market benefits are studied on purpose through the changes of digital content products in market share. The simulation results show that( 1) all of the above factors have objective impacts on consumer behavior especially the tort penalty probability;( 2) The purchase behavior and pirate behavior are in a unity of opposites and can affect digital content market welfare; and( 3) DRM tends to intensify pirating by the contrary without legal protection and appropriate price. The consumer infringement is not a problem that could be solved only by techniques,but the consumer behavior could be constrained and guided with the assistance of law. Meanwhile,it ishelpful to alleviate the pirating and manage the digital rights effectively.