关键词: 电子书, 行为意向, 转移障碍, 剧变模型

Abstract:

Explore what features of e-books affect their reading attitude will help the management to build
effective marketing strategy. This study explore what kind of factors can influence e-book choice behavior intention
via structural equation model. Secondly，the butterfly catastrophe model was used to analyze the linkages between
different factors on e-book behavior intention. The results obtained in this study can be used to improve the
e-book marketing strategy for publishing circles and development more effective management strategies。