Abstract:

This paper is intended to investigate the effects of using e-books in reading. According to the case study,
392 valid questionnaires were collected. From the analysis through binary logit model, the findings indicated that the
pricing, occupation and the weekly online time would pose significant influences to selection behavior. It was obvious
that the impact to market share from e-book sales price would be larger， the price rising for the book in paper had less
impact to the market share of e-book; nonetheless, the price rising for e-book would influence more on the market share
for book in paper. From the findings for this research, readers were more susceptible to books than e-books. If the
advantage of e-books can be maintained, including massive amount of e-books and reader with powerful performance,
the design for the screen presentation more in tune with notebook and the e-books equipped with reader, in addition to enhancement to the payment method, then with the advantage from e-book pricing, it can effectively raise the market share
for e-book.