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Consumer interpretations of digital ownership in the book market

Author

Listed:
  • Sabrina V. Helm

    (University of Arizona)

  • Victoria Ligon

    (University of Arizona)

  • Tony Stovall

    (Towson University)

  • Silvia Riper

    (University of Arizona)

Abstract

Technological advances in electronic markets, particularly product digitization, have transformed customer-product interactions. For example, altered ownership perceptions in the digital domain affect product acquisition, usage and disposition. This study’s goal is to explore how consumers conceptualize ownership of digital possessions in order to help marketers develop tailored positioning and commercialization strategies. Comparing physical books and e-books, we contribute to the literature on electronic markets, which neglects a consumer-focused perspective on digital possessions. Using focus groups with U.S. consumers, we identify six themes surrounding perceptions of psychological digital ownership, which mainly portray a constricted sense of ownership, limiting usage experience, and value perceptions. However, we also find that ease of disposition favors e-book usage. Typical assumptions about younger consumers’ preference for digital products were not supported. Based on our findings, we offer two managerial approaches: (1) enhancing the digital product experience or (2) emancipating digital products from their physical correlates.

Suggested Citation

  • Sabrina V. Helm & Victoria Ligon & Tony Stovall & Silvia Riper, 2018. "Consumer interpretations of digital ownership in the book market," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(2), pages 177-189, May.
    • Handle: RePEc:spr:elmark:v:28:y:2018:i:2:d:10.1007_s12525-018-0293-6
    DOI: 10.1007/s12525-018-0293-6
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    References listed on IDEAS

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    1. Russell W. Belk, 2013. "Extended Self in a Digital World," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 477-500.
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    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Yang, Zhi & Cao, Xia & Wang, Feng & Lu, Chongyu, 2022. "Fortune or Prestige? The effects of content price on sales and customer satisfaction," Journal of Business Research, Elsevier, vol. 146(C), pages 426-435.
    2. Rainer Alt, 2018. "Electronic Markets and current general research," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(2), pages 123-128, May.
    3. Paul Rogers, 2021. "Rented But MINE! Application of Psychological Ownership Theory to Access-Based Consumption and the Circular Economy," Circular Economy and Sustainability, Springer, vol. 1(2), pages 719-744, September.
    4. Belk, Russell & Humayun, Mariam & Brouard, Myriam, 2022. "Money, possessions, and ownership in the Metaverse: NFTs, cryptocurrencies, Web3 and Wild Markets," Journal of Business Research, Elsevier, vol. 153(C), pages 198-205.
    5. Linwan Wu & Jiangmeng Liu, 2021. "Need for control may motivate consumers to approach digital products: a social media advertising study," Electronic Commerce Research, Springer, vol. 21(4), pages 1031-1054, December.
    6. Kos Koklic, Mateja & Kukar-Kinney, Monika & Vida, Irena, 2022. "Consumers’ de-ownership as a predictor of dark-side digital acquisition behavior: Moderating role of moral intensity and collectivism," Journal of Business Research, Elsevier, vol. 138(C), pages 108-116.
    7. Gedas Kucinskas & Indrė Pikturnienė, 2021. "Willingness to Buy Digital and Physical Books: Impact of Price Fairness Perceptions on Different Price Levels and Content of Books," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(SI), pages 29-46.

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    More about this item

    Keywords

    Psychological ownership; Digital ownership; Digital possessions; Digital products; E-books; Focus group research;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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