电子图书消费者阅读及购买行为探析
发布时间：2018-11-01 14:16
【摘要】：数字出版是全球出版传媒产业未来的发展方向,并且将成为新闻出版业未来最强劲的增长点。近几年,电子图书作为其中一种新兴业态无论是在业界还是在学界一直都是讨论的热点。随着文化产业的发展,整体的市场态势已经由原来的卖方市场转向了买方市场,消费者作为信息的阅读者和购买者其地位越来越重要。 本研究借助网络平台发放问卷,对电子图书消费者的购买行为及影响因素进行了初步探索。目的是了解目前消费者阅读和购买电子图书的概况,为电子图书市场营销和推广提出建议,进一步促进电子图书产业的发展。 通过研究得出以下结论：目前电子图书已经拥有了一定消费者,市场发展呈上升趋势,高学历、高收入、30岁以上、男性阅读和购买电子图书的可能性最高,休闲是大多数电子图书消费者的阅读目的,阅读习惯基本形成,购买习惯还需培养,休闲类内容是阅读热点,原创类和学习类内容是购买热点,手机阅读和网络阅读是电子图书阅读的主要方式,网上商城是目前最主要的购买渠道,同时还发现社交网站的传播渠道作用有待开发,消费者的电子图书心理价位偏低。并据此对电子图书的上线时间、销售渠道、定价、支付方式、格式、推广渠道和推广内容提出了相关建议。
[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.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：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.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G237.6
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