A STUDY OF THE INFLUENCE OF MARKETING OPERATIONS ON THE ATTITUDE OF READERS' E-BOOK PURCHASEING

• Main Authors: Yuh, Yi-Fan, 遇異凡
• Other Authors: TSUNG-YU HAO
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/14907262281091038663

碩士 === 世新大學 === 圖文傳播暨數位出版學研究所(含碩專班) === 104 === The technology in the network era has changed how people think and read in daily life. The transition from paper books to digital versions has created great opportunities in e-commerce, making authors, publishers, on-line bookstores and ebook platform developers establish online communities or pages in social networks to grab readers’ attentions. In Taiwan, the number of people using Facebook has grown remarkably, and this situation urges companies related to digital contents to dedicate themselves to manage Facebook pages through various marketing strategies. With the above background, the study is conducted with a questionnaire survey to investigate the purchase and acceptance of ebooks from the readers in Facebook page of Hyread Ebook. The paper is concluded that the groups with the highest acceptance are the readers holding master’s degrees, the people whose average monthly incomes are NT$ higher than 40,000 and the male over 30. About customer behaviors, it is significantly different that readers with different gender and age backgrounds have different purchasing models and preferred genres. In terms of acceptance, it has obviously grown in readers over 50, and most readers’ feedbacks given to marketing strategies are newly-released information and authors’ recommendations. The result of the survey also indicates that Facebook is the main platform applied to develop community relations with readers, and the number of readers in Facebook is higher than that in other platforms. Thus, continuous and competent managements of pages in social networks can achieve popularity and gain readers’ acceptance to promote ebooks and develop the reading behaviors of digital versions. These conclusions can be served as the reference of the business in the digital content industry to devise marketing strategies in catching attentions from target audience.