內容行銷對讀者購買電子書意願之研究

面對競爭劇烈的經營環境，加以新媒體的崛起與各式網路社群的高便利性與互動性，不論是作者、出版社、網路書店，以及新興的數位產業--電子書平台，莫不投入大量的行銷資源，期能奪取讀者的眼球，並藉由搜尋、社群、行動等技術來贏得讀者注意、引發互動。本研究主要以電子書平台的讀者群為研究對象，以了解影響讀者購買電子書的行銷因素；經問卷調查與分析後發現，讀者對精準、有價值的行銷內容與活動，比較願意接受與參與，且亦是影響他們決定購買與否的過程與實踐，因而有意義的內容行銷，既可以有效提升讀者的關注度以及接受度，甚至為銷售量帶來刺激性效果。

關鍵字

內容行銷；電子書；電子書平台

並列摘要

Facing the fierce competition in the business environment, the Internet community does raise the variety of high convenience and interactive new media. Whether authors, publishers, online bookstore, and the emerging digital industry - eBook platform, every participant puts a lot of marketing resources that tries to capture the reader's attention via valuable content marketing, with search, social, mobile and other technologies. This study mainly focused on the readership of the eBook platform in order to understand the impact of e-book readers to buy marketing factors. After the analysis, we found out that readers are affected by the valuable content and marketing activities as well as decision of purchasing the books. It means the meaningful marketing strategies will increase the attention and concern of readers and even stimulus the positive book sales.