Reseach On Factors Affecting E-book Reader Usage

E-book reader is a significant medium in the process of digital transformation, which is not only the symbol of the transition of the newspaper industry, but also stands for the future direction of the digital transformation. Amazon Kindle, which is believed the most successful E-reader over the past few years, formally entered the Chinese market in June2013. Taking the Kindle as the object of study, it will bring constructive guidiance to the future development of E-reader.From the perspective of communication, and with Kindle users as the subject, questionnaire survey and depth interview will be used in the research. Firstly, questionnaire will help researchers to analyze the users’ behavior, to find out the differences and similarities in their Kindle reading usage. Secondly, based on the users’ behavior character, depth interview will be used to explore and analyze the reasons behind their behavior character. In this step, the Nvivo10 software will be the main qualitative research tool. Finally, Author will analyze and study the factors affecting Ebook reader’s Usage based on the data of the survey and interview.It’s found that various factors coming from medium itself, channels of communication, user’s reading habit, and digital publishing environment have been deeply affecting the Kindle users’ behavior. Firstly, the factors from medium itself do not affect the users in the same way, as the Kindle users have been divided into different groups. The Fragmentation Readers and the Intensive Readers are deeply influenced by diversified medium factors. Scondly, the “Kindle+Amazon”pattern suffered much defeat in Chinese market. Instead, the new media and E-business in China created a new pattern: “Kindle+Various channel”. Thirdly, User’s reading habits including visual habit, behavior habit, and psychological dependence have been deeply affecting the usage of Kindle user. Finally, the major defects demonstrated in Channel and Reading Content reflected the weakness of digital publishing environment. The delay in the development of digital publishing environment and industry chain hinder the Kindle users to achieve the reading content.This research not only analyzies the facilitating factors affecting the users’ behavior in a positive way, but also some negative factors. According to the negative factors from medium, channels of transmission, and digital publishing, the author put forwards some recommandations to the future development of E-book reader. There is beyond any doubt that it will bring positive practical significance to the development of E-reader.