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  • Analysis of Consumer Awareness of E-books and Strategies for Accelerating E-book Usage based on a Consumer Survey

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An electronic book or e-book has many advantages such as almost unlimited storage, high portability, and easy accessibility. Though the e-book market is expanding, the diffusion rate is still low. Our research objective is to offer strategies to e-book industry participants such as e-book equipment manufacturers, publishers, e-bookstores, and authors for accelerating e-book adoption by consumers. Accordingly, we construct seven hypotheses about consumers' use and awareness of books, e-books, social networking services (SNS), and online shopping. Subsequently, we administer a survey and verify the hypotheses by analyzing consumer responses. Using factor analysis and structural equation modeling (SEM), we propose an e-book usage intention model with seven-factors on the advantages/disadvantages of e-books, and shopping behaviors. The model accounts for the relationship among the seven factors and consumers' e-book usage intentions. Our results indicate the followings: (1) e-book users place a higher value on the advantages of an e-book, (2) consumers do not read as many e-books as they would like, (3) respondents who love paper books are more resistant to e-books, (4) online shoppers prefer e-books. Finally, we suggest strategies to accelerate e-book usage based on the verified hypotheses and the e-book usage intention model.


  • 情報処理学会論文誌

    情報処理学会論文誌 55 (11), 2487-2497, 2014-11-15

    Information Processing Society of Japan (IPSJ)

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