Integrating Information Technology and Marketing to increase e-Book consumption

Hsiu-Li Liao () and Su-Houn Liu
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Hsiu-Li Liao: Chung Yuan Christian University
Su-Houn Liu: Chung Yuan Christian University

Electronic Commerce Research, 2023, vol. 23, issue 1, No 7, 137-153

Abstract: Abstract This research contributes to the interdisciplinary area of marketing and information systems by examining two different strategies to increasing e-book consumption. Information technologies have changed the culture of book purchasing, which provides an opportunity to examine the impact of print-book marketing strategies on e-books. Information technologies facilitate value cocreation, part of service-dominant logic. This research examined the influence of both a technology- and non-technology-based marketing strategy on consumers’ intention and decision to download and/or purchase e-books from an e-book sales platform. 192 participants completed browse-and-purchase tasks in two experimental conditions: with/without a technology-based free e-book preview; with/without a non-technology-based strategy of including a numbered time reference in an e-book title. The results indicated that providing free previews of e-books significantly improved participants’ purchase intentions and purchase behavior. This improvement was more marked for free e-books than for priced e-books. The results also indicate that including a time reference in an e-book title improves participants’ purchase intentions and purchase behavior. This finding was more significant for the leisure genre compared with the how-to genre.

Keywords: e-books; Information technology; Free preview; Time reference; Purchase intention; Experiment (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s10660-022-09585-1

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