Digital Rights Strategies in a Virtual World Marketplace

  • Yuanrong Hu
  • Si Fan
  • Qiuhong WangEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9191)


This paper adopts the Heckman two-step model to analyze the impact of copyright strategy on sales performance of digital product, using the panel data comes from online virtual goods transaction website The results show that (1) significant relationship exists between sales performance and copyright strategy of digital product, but the influence of each copyright strategy on sales performance are different; (2) A seller’s copyright structure within same product line can also affect sales performance of a digital product, thus in order to optimize the copyright combinations, a seller should fully consider the copyright strategy within the whole product line.


Copyright strategy Digitial products Virtual products 



We thank for the financial support from the Natural Science Foundation of China (71371082) and the innovation research funding (2013TS088) from the Huazhong University of Science and Technology.


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.School of ManagementHuazhong University of Science and TechnologyWuhanChina

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