電子圖書消費者閱讀及購買行為探析
發(fā)布時間：2018-11-01 14:16
【摘要】：數(shù)字出版是全球出版?zhèn)髅疆a(chǎn)業(yè)未來的發(fā)展方向,并且將成為新聞出版業(yè)未來最強勁的增長點。近幾年,電子圖書作為其中一種新興業(yè)態(tài)無論是在業(yè)界還是在學界一直都是討論的熱點。隨著文化產(chǎn)業(yè)的發(fā)展,整體的市場態(tài)勢已經(jīng)由原來的賣方市場轉向了買方市場,消費者作為信息的閱讀者和購買者其地位越來越重要。 本研究借助網(wǎng)絡平臺發(fā)放問卷,對電子圖書消費者的購買行為及影響因素進行了初步探索。目的是了解目前消費者閱讀和購買電子圖書的概況,為電子圖書市場營銷和推廣提出建議,進一步促進電子圖書產(chǎn)業(yè)的發(fā)展。 通過研究得出以下結論：目前電子圖書已經(jīng)擁有了一定消費者,市場發(fā)展呈上升趨勢,高學歷、高收入、30歲以上、男性閱讀和購買電子圖書的可能性最高,休閑是大多數(shù)電子圖書消費者的閱讀目的,閱讀習慣基本形成,購買習慣還需培養(yǎng),休閑類內(nèi)容是閱讀熱點,原創(chuàng)類和學習類內(nèi)容是購買熱點,手機閱讀和網(wǎng)絡閱讀是電子圖書閱讀的主要方式,網(wǎng)上商城是目前最主要的購買渠道,同時還發(fā)現(xiàn)社交網(wǎng)站的傳播渠道作用有待開發(fā),消費者的電子圖書心理價位偏低。并據(jù)此對電子圖書的上線時間、銷售渠道、定價、支付方式、格式、推廣渠道和推廣內(nèi)容提出了相關建議。
[Abstract]:Digital publishing is the future development direction of the global publishing media industry, and will become the strongest growth point of the press and publication industry in the future. In recent years, e-books as one of the emerging forms of business, whether in the industry or in the academic community has been a hot topic of discussion. With the development of cultural industry, the whole market situation has changed from the original seller's market to the buyer's market, and consumers are more and more important as readers and purchasers of information. With the help of internet platform, the paper makes a preliminary study on the purchasing behavior and influencing factors of e-book consumers. The purpose of this paper is to understand the general situation of consumers' reading and purchasing e-books at present, to put forward some suggestions for the marketing and promotion of e-books, and to further promote the development of e-book industry. The following conclusions are drawn from the study: at present, e-books already have a certain number of consumers, market development is on the rise, high education, high income, over 30 years of age, men are the most likely to read and buy e-books. Leisure is the reading purpose of most e-book consumers, reading habits are basically formed, buying habits need to be cultivated, leisure content is reading hot spots, original and learning content is buying hot spots, Mobile phone reading and network reading are the main ways of e-book reading, and online shopping mall is the most important purchasing channel at present. At the same time, it is found that the function of communication channel of social network is to be developed, and consumers' psychological price of e-books is on the low side. Based on this, the author puts forward some suggestions on the online time, sales channel, pricing, payment mode, format, promotion channel and content of e-book.
【學位授予單位】：暨南大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：G237.6
[Abstract]:Digital publishing is the future development direction of the global publishing media industry, and will become the strongest growth point of the press and publication industry in the future. In recent years, e-books as one of the emerging forms of business, whether in the industry or in the academic community has been a hot topic of discussion. With the development of cultural industry, the whole market situation has changed from the original seller's market to the buyer's market, and consumers are more and more important as readers and purchasers of information. With the help of internet platform, the paper makes a preliminary study on the purchasing behavior and influencing factors of e-book consumers. The purpose of this paper is to understand the general situation of consumers' reading and purchasing e-books at present, to put forward some suggestions for the marketing and promotion of e-books, and to further promote the development of e-book industry. The following conclusions are drawn from the study: at present, e-books already have a certain number of consumers, market development is on the rise, high education, high income, over 30 years of age, men are the most likely to read and buy e-books. Leisure is the reading purpose of most e-book consumers, reading habits are basically formed, buying habits need to be cultivated, leisure content is reading hot spots, original and learning content is buying hot spots, Mobile phone reading and network reading are the main ways of e-book reading, and online shopping mall is the most important purchasing channel at present. At the same time, it is found that the function of communication channel of social network is to be developed, and consumers' psychological price of e-books is on the low side. Based on this, the author puts forward some suggestions on the online time, sales channel, pricing, payment mode, format, promotion channel and content of e-book.
【學位授予單位】：暨南大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：G237.6
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1 李歐;;電子圖書使用統(tǒng)計分析——以貴州大學為例[J];貴圖學刊;2011年02期
2 曾淑文;;電子圖書與紙質(zhì)圖書的共存與互補[J];湛江師范學院學報;2011年04期
3 劉芳;趙sョ，
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