| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 94 === Because of the Internet network’s features of rapid information transmission, one to one marketing ability, and real time monitoring advantages of market demand and change, internet bookstores of different types are set up one by one. Amazon network bookstore is the best presentation of such new business. Nevertheless, internet bookstores still can not completely replace the traditional bookstores. One of the main reasons is that book itself has been regarded as an information product with a very special feature of “experience wealth”. Besides, the seeable and touchable advantages of physical books still keep the readers feel enchanted. Meanwhile, the reading habits of people will not be easily changed after a long history of reading books. Thus, the expected benefit of “E-Book to P-Book”, electronically publishing first then physically publishing according to real demands has not yet come.
This research is aimed to explore how the application of “online preview” will be adopted in current “E-Book to P-Book” marketing while internet bookstores nowadays are facing more digitalized demands. The marketing strategy is that internet bookstores offer certain free digitalized contents of the physical books on an online preview platform. In addition to enhancing customer service and gaining more positive acknowledgement, the online-preview mechanism can help to know real time market demand change. The gathered market’s information is a key to make judgment on physical book publication. The purpose of this research is to study the changes of buying willingness online preview mechanism may cause. Furthermore, customers’ concerns and interests as well as future development patterns and opportunities can be known and explored.
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