| Summary: | 碩士 === 臺中技術學院 === 流通管理系碩士班 === 97 === Since 1970, the environmental protection subject has gained more attention, and green products have come out one by one. E-book can be regarded as a kind of green product due to the reduction of felling of trees. The theme of this study is to discuss consumers’ e-book choice behavior when they purchase books. Most previous studies used descriptive statistics or regression analysis to examine this issue. Although these methods can identify the factors that consumers attend to, they can not reflect consumers’ actual choice behavior. Therefore, this study uses stated preference method to simulate real choice situation, and collect data through both printed and online questionnaires. Furthermore, this study use a binary logit model to analyze the effects of product attribute, social-economic variable, life style and purchase factors on the choice between e-books and print books.
After finding an optimal model through parameter calibration and test, this study carries out the market segmentation. Through repeatedly testing, this study finds that age and budget are the best variables for clustering. The empirical results show that respondents use computers most to read e-books, followed by mobile phones and readers. They will possibly buy e-books of literature, comic and computer-related subjects. Their monthly purchase budget is usually less than 400 dollars. Young group values the functions of bookmark, note and font size, whereas the senior group values the functions of note, portability and bookmark. Respondents of about 30 years old are the main consumers of e-books.
Relative to print books, respondents’ purchase intention is less affected by the price changes of e-books. Young group who purchases e-books are faithful consumers. Besides, it is not suitable to use price strategy for e-books. However, when the prices of print books are reduced, the market share of e-book can have small loss if the strategy of price reduction is followed.
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