Research On Reader's Behavior And Its Influence Factors In E-book

In the digital age,reader's behavior is changing under the impact of digital content.As an important part of digital content,e-books have accumulated a large amount of readers based on its media strengths.After the development of the e-book market in recent years,it has also entered a mature stage of development with good prospects.In this study,focusing on readers' behavior,historical research methods,questionnaire surveys,interviews,and empirical analysis methods are used to conduct the research on e-book readers' behavior.Based on the analysis of e-books and the development and evolution of readers' behaviors,through questionnaire surveys and interviews,the current e-book readers' reading and consumption habits were investigated and analyzed,and the influencing factor models of e-book readers' attitudes and behavior intentions were established.This study investigates reading behavior(including reading device preferences,reading channel selection and reasons,reading subject types,reading duration and quantity)and consumer behaviors(including paid e-book theme types,price acceptance ranges,consumption patterns and loyalty)A survey analysis was conducted to compare readers' differences in behavior based on different reading purposes(work,study,research and leisure,entertainment,enjoyment).The results of the survey are as follows:In terms of reading device preferences,as a whole,mobile phones are the most commonly used reading devices for e-book readers.Based on different reading purposes,readers have different reading device preferences.When readers read e-books for work,study,and research purposes,the most commonly used reading device is a computer,followed by a mobile phone;when the reader is based on leisure,entertainment,enjoyment Purpose When reading e-books,the most commonly used reading device is a mobile phone,followed by an e-book reader.For reading channel selection and reasons,e-book readers have five main reading channels,e-book reading sites,e-book sales platforms,e-book reading APP,digital library and other channels to download.Excluding the overall proportion of digital libraries that mainly satisfy academic and professional e-books,the remaining four types of channels are basically the same.The main reasons for e-book readers to choose reading channels are "there are many free e-book resources" and "the types and number of e-books." For reading the types of subjects,literary e-books accounted for the largest proportion,followed by humanities and social sciences.Leisure subjects are currently the mainstream of e-book reading.Under different sample characteristics,there are some differences in reading subject types.In terms of reading duration and quantity,the average daily reading time of most samples does not exceed one hour,and the average monthly reading amount does not exceed three.For different reading purposes,in addition to the differences in reading device preferences,e-book readers also show marked differences in reading environment and reading frequency.For e-book readers consumption behaviors,the type of paid e-books is similar to the type of reading,with the highest percentage being literature,followed by the humanities and social sciences;more than half of research samples have a price acceptance range of less than 5 Yuan for a single e-book.Compared to recharge member services,most readers of e-books are more inclined to purchase in a single way;readers of e-books have a certain degree of loyalty to consumer platforms.In addition,the empirical analysis of this study shows that perceived usefulness has a significant positive impact on e-book readers' attitudes and behavioral intentions.Perceived ease of use,perceived enjoyment,perceived cost,and use gratifications has a significant positive impact on the attitude of e-book readers.This study aims to analyze in depth the behavioral characteristics and influencing factors of e-book readers.On the one hand,it provides references for the e-book publishing industry.On the other hand,it also injects fresh blood into readership behavior research in the publishing field.