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Integrating Information Technology and Marketing to increase e-Book consumption

Author

Listed:
  • Hsiu-Li Liao

    (Chung Yuan Christian University)

  • Su-Houn Liu

    (Chung Yuan Christian University)

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.

Suggested Citation

  • Hsiu-Li Liao & Su-Houn Liu, 2023. "Integrating Information Technology and Marketing to increase e-Book consumption," Electronic Commerce Research, Springer, vol. 23(1), pages 137-153, March.
    • Handle: RePEc:spr:elcore:v:23:y:2023:i:1:d:10.1007_s10660-022-09585-1
    DOI: 10.1007/s10660-022-09585-1
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    References listed on IDEAS

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