A Research on the Consumer Behavior of Digital Content Commodity:The Case of e-Book in Taiwan

• Main Authors: Chu-Kuei Chou, 周居逵
• Other Authors: Bing-Jyun Wang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/73bhje

碩士 === 元智大學 === 資訊管理學系 === 104 === The research is based on four aspects (product image, price , promotion and platform) of marketing mix e-books to study their influence on consumers’ download behavior. The research uses demographic variables and user experience as market segmentation variables to differentiate the digital content market, to see if different market strategics have different effects. The research applies random sampling on internet users in Taiwan, and acquires 409 effective samples. The analytical research results are as the following: 1.The impact of marketing factors on consumer download behavior varies due to different education background and monthly income. 2.The impact of marketing factors on consumer download behavior varies due to different download frequency. 3.The impact of marketing factors on consumer download behavior varies due to different platform. 4.The group categories as male, aged beyond 35 years old, with master or higher education degree, IT career-related accounts for higher download usage. 5.The group categories as frequent downloader, foreign e-books platform users, small pad users accounts for higher download usage.