E-book consumers’ characteristics and behaviour
The Greek market as case study
Abstract
Technological innovation could play an integral role in the future of content delivery in the publishing industry. New technologies are posing fresh challenges and forcing publishers to rethink their businesses and make novel plans for development, distribution, and marketing. Although there is little threat to the existing book publishing model, since the industry’s core economic model remains essentially the same, there have been changes to marketing and promotion, since the competitive environment is being modified and manufacturing and distribution processes are being enhanced. Publishing industries must adopt these technological advances. Otherwise, in a relentless, demanding, and competitive environment, they will fail. Despite the introduction of online markets, publishers are still concerned about how reading on a screen might replace traditional practices, and they doubt how positively consumers might react to this change. Meanwhile, the empirical research on this issue illustrates e-consumers’ demand for e-books. Through conjoined analysis, it also emphasizes a theoretical discussion on the behaviour of e-consumers/readers and offers practical suggestions for publishers to respond strategically to the new digital environment
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