How has customer buying behaviour been influenced by technology in the Publishing Industry (Autosaved)
1. HOW HAS CUSTOMER PURCHASING BEHAVIOUR BEEN
INFLUENCED BY TECHNOLOGY IN THE PUBLISHING
INDUSTRY?
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Nicholas Wirth
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BA (Hons) Retail Management
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Nicholas Wirth
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in the acknowledgements together with the nature and scope of their contribution
Faculty of Management
Bournemouth University
April 2016
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3. Abstract
This study examines the effect and relationship of e-readers and digital technology in the book
publishing industry. The influence of technology has disrupted the majority of sectors across the globe
and has provided solutions, increased the speed of tasks and catered to the new and ever changing needs
of consumers. Yet,despite this evolution, the book industry remains relatively unchanged as customers
across age groups still prefer print as their preferred platform for reading and expenditure. The main
reasons for this preference were due to the increased pleasure derived from reading, the tangible aspect
of physically holding a book and the fact that it is very much part of customer’s lifestyles.
Notwithstanding, e-books anddigital platforms in both primary and secondaryresearchwere highlighted
as still playing an increasingly key role to customers. Much of the evidence gathered underlined the
convenience of e-readers as they are easily portable and useful when travelling. Furthermore, digital
household usage is also increasing suggesting that e-books are challenging the societal perception of
books which remains in favour of print. Through conducting eight in-depth semi-structured interviews
it became clear that digital was changing the structure of the industry. It has provided an alternative to
customers and puts pressure on traditional publishing houses to adapt to the challenges of digital. As a
result, this study draws on early theories of customer behaviour and explores the cognitive aspects of
customers in order to determine their motivations when shopping for books. An analysis of how people
read and the extent to which this has changed due to the influence of digital has also been undertaken.
Fundamentally, this research study attempts to illustrate how customer buying behaviour has been
influenced by technology and evaluates the impact of digital technology in the publishing industry and
the effect it has on print books.
Word Count: 9717
4. Table of Contents
1.0 Introduction .......................................................................................................................... 1
1.1 Aim ........................................................................................................................................ 2
1.2 Objectives........................................................................................................................ 2
2.0 Literature Review.................................................................................................................. 3
2.1 Customer Purchase Behaviour: Background and Motives ...................................................... 3
2.2 Theoretical Models and Frameworks ................................................................................... 4
2.3 Innovation and Adoption .................................................................................................... 6
2.4 History of Publishing ......................................................................................................... 8
2.4.1 Publisher Value Chain................................................................................................. 9
2.4.2 Book Publishing Industry Insight ................................................................................10
2.4.3 The book sale-purchase transition ...............................................................................10
2.4.4 E-Books vs Physical Books .......................................................................................11
2.5 Book Buying: Customer Purchasing Habits .......................................................................11
2.5.1 Gift Purchasing ........................................................................................................13
2.5.2 Male vs Female Purchasing .......................................................................................14
2.6 Chapter Summary ...........................................................................................................14
3.0 Methodology ........................................................................................................................15
3.1 Introduction ...................................................................................................................15
3.2 Research Approach: Exploratory Qualitative Research.......................................................15
3.3 In Depth Semi-Structured Interviews ................................................................................16
3.4 Interview Sample ............................................................................................................16
3.5 Interview Structure, Construction & Analysis ...................................................................17
3.6 Conventional Content Analysis ........................................................................................18
3.7 Limitations and Bias ........................................................................................................18
3.8 Chapter Summary............................................................................................................19
4.0 Analysis and Findings ...........................................................................................................20
4.1 Book Purchase Intention .................................................................................................20
4.2 Attitudes towards Digital .................................................................................................21
4.3 Digital Rejection ............................................................................................................22
6. 1
Introduction
The global book publishing industry is worth an estimated 114billion Euros (Clark and Phillips, 2014),
equivalent to £90.11 billion. Despite experiencing an overall book sales value decline of 2%, the UK
publishing industry has continued to sustain its innovation, diversity and strength in the marketplace and
has been reported as being worth £4.3 billion (The Publisher’s Association, 2015). This figure was
mainly attributed to domestic sales within the UK that accounted for £1.5 billion and £360 million for
print and digital respectively (Wischenbart,2015). Since the introduction of digital books and e-reading,
the industry has experienced a transition for both publishers and customers. Digital has contributed to
17% of total UK book publishers sales and, although this figure has grown, it is expected to plateau.
This is supported by the fact that the only time period in which digital compensated for a loss in print
sales was between 2011 and 2012 (Mintel, 2015).
Since the norm for reading was very much associated to print material and the fact that books are a
commodity in society, the introduction of e-readerslike the Kindle changed the paradigm of the industry
which was not being revolutionised by technology like most other industries have in today’s
marketplace. The debate among industry professionals and between consumers on which format is
superior, is still ongoing. This viewpoint is fundamental to the way books are bought and produced
today because of the new information economy. It is clear that there is uncertainty around the
convergence of media and particularly books as to whether they will be replaced or adapted and evolved
around the lifestyle of consumers(Jenkins 2004). Consumers have startedto embrace digital books more
rapidly especially since the amount of tablets purchased in households has increased to over half and
about 1 in 5 children over the age of 5 now have a device of their own (Rushton, 2015) .Therefore,this
has given e- reading the opportunity to be part of consumers’ lives just as print books have. In general,
consumers seem to be open to the idea of using digital books and therefore businesses face challenges
in influencing adoption of digital at the right stages of the customer’s journey. The consensus among
consumers is that reading in its traditional format is a more enjoyable experience whereas digital reading
is associated with increased convenience. Therefore it seems logical to suggest that rather than being
replaced by innovation, print books can be used, published and purchased side by side with e-books as
they each address a different aspect of the reading experience. However,these are merely perspectives
that will be challenged and made clearer as the research is conducted more extensively.
7. 2
1.1 Aim
To investigate the attitudes of millennial consumers (18-35) and the over-40 consumer towards books
and the factorsthat are taken in to account when purchasing books in both a print and digital realm while
also evaluating the effect of technology on their purchase decisions that are also impacting the industry.
1.2 Research Q’s
1) Critically evaluate the effectoftechnology on shopping behaviour
2) To examine what effect technology has had on the publishing industry
3) Explore the factors that encourage customers to buy digital books
4) Identify the factors stopping customers from purchasing digital books
8. 3
2.0 Literature review
This chapter seeks to critically evaluate the impact of technology on customer purchasing behaviour of
books. An overview of early customer purchase research will be the initial consideration before
explaining the relevant models appropriate to the study such as TAM and TPB. Moreover,the literature
will provide insight in to the present retail environment and identify how the changing consumer shops
in the context of the publishing industry.
2.1Customer Purchase Behaviour: Background and Motives
The concept of customer purchase behaviour has been widely discussed and researched (Bray 2008). It
is based on the early theories of decision making from early work by economists Nicholas Bernoulli,
John von Neumann and Oskar Morgenstern (Richarme 2007). Similarly, literature examined by (Stigler
1957) highlights the early theories of behaviour whilst (Schiffman et al, 2008), suggest that research
dates back to the 1960’s. According to (Enis, 1974, p 228) customer buying behaviour is defined as:
“A process, which through inputs and their use through process and actionsleads to satisfaction of
needs and wants”
Later research into customer purchasing behaviour was done by (Kumar, 2010 p218) who described
customer buying behaviour as:
‘’The buying behaviour of final consumers, both individuals and households, who buy goods and
services for personal consumption’’
Therefore, these definitions are essential in emphasising the importance of understanding customer
buying behaviour so that the purchasing habits of the customers can be analysed. Early research
conducted by (Hull 1943) suggested that purchase needs were formed due to the environment present at
the time of the decision process, disputing (Murray 1938) who claimed that purchase decisions were
psychological rather than physiological. In addition, (Tauber 1972) considers factors not just associated
to the purchase of a product; but other factors such as cognitive and emotional responses provided by
in-store environments (Westbrook and Black 1985). The level of consumption by individuals is linked
to the degree of satisfaction gained based on a need or desire that has been fulfilled through effective
use of resources (Bannock et al 1998). Subsequently, as identified by (Deci and Ryan 2000), a set of
drive-stimulus responses create the needs and motives behind consumption desires, and choices.
Research highlighted by (Evans et al 2009), explains how purchase motivation is based on forces within
a person that lead them to make a particular decision.
Thus, the aforementioned supports (Alderfer, 1989) who indicated that the tension caused by internal
psychology can be addressed by achieving need satisfaction. Furthermore, it is clear that organisations
are responsible for a wider understanding of consumers’ initial motives to purchase products. It hasbeen
9. 4
indicated that product and brand involvement does not necessarily lead to brand loyalty. This means that
firms must harness and maintain their successful operations constantly in relation to customer’s
changing attitudes, as explained in Figure 1 (Iwasaki and Havitz, 1998).
Figure 1. The sequential psychological process of relationships between involvement,
psychological commitment and behavioural loyalty. (Iwasaki and Havitz, 1998) p256-280.
2.2 Theoretical Framework and Models
Later, research began to examine the relationship between technology and purchasing behaviour. The
first crucial theory is the Theory of Reasoned Action constructed by (Ajzen and Fishbein, 1980) which
postulates that the decision maker, in this case the consumer, will act based on their intention to perform
that act or behaviour. Fundamentally, the TRA model encompasses two hypotheses for testing
behaviour. The first hypothesis is the effectofsubjective norms in impacting decision making; in simpler
terms the extentto which reference groupsinfluence purchase decisions (Ouelette and Wood, 1998).The
second hypothesis involves the control of behaviour by the customer widely known as perceived
behavioural control. The TRA approach was later extended to the Theory of Planned Behaviour known
as TPB (Ouelette and Wood 1998; Azjen1991). As Thogerson (2002) showed, the TPB model enhances
knowledge of past behaviour, while (Sheeran and Orbell 1999) also identify the significance of past
behaviour. Comparable studies by (Reinartz and Kumar2000), concentrating on pastbehaviour, identify
monetary value as the main focal point for consumers. Eventually, this was later extended by (Van den
Poel 2003) to form a three way recency, frequency and monetary value approach.
The most widely used model is the Technology Acceptance Model (Davis et al 1989), which was later
developed as an extension of the TRA and TPB frameworks as shown in Figure 2. This is because TAM
is an adaption of the TRA and acts a simplified version by removing the attitude construct (Venkatesh
et al 2003). Additional research centred on the extension of TRA that created TAM, is also identified in
research conducted by (Legris et al 2002). Essentially TAM differentiates itself to TRA by considering
the exclusion of the subjective norm construct as it displays behaviour having an insignificant effect on
intention (Mathieson 1991; Venkatesh and Davis, 2000). In contrast, (Fishbein and Ajzen, 1975)
describe that subjective norm has a direct effect on behavioural intention, reinforced by (Taylor and
Stage One
The development of
a psychological
commitment to a
brand
The maintenance of
strongattitudes towards
resistance to change
preferencesof the brand
Stage One Stage Three
Formation of high
levelsof involvement
in an activity
10. 5
Todd 1995) who shared the view of the earlier research. Ultimately, TAM was constructed to predict
and determine the level of acceptance towards technological adaption of using information technology
and information systems. The TAM structure theorizes that intentions of system use stem from two
variables, perceived usefulness and perceived ease of use.
Perceived usefulness considers the benefits to an individual of using information technology and
considers the level at which job performance is enhanced from using a system (Venkatesh and Davis
2000).Perceived usefulness has been viewed as the beginning of the user-computer relationship that acts
as the change agent in an individual’s mind-set which triggers the start of the innovation and adaptation
process.Examples from (Schlutz and Slevin 1975) and later by (Robey 1979) support this by identifying
a clear positive correlation between usefulness and usage. Conversely, perceived ease of use focuses on
the complexity of using the system. It focuses on whether using the system is free of effort to an
individual (Davis 1989).
Figure 2: The Technology Acceptance Model (Davis et al 1989)
According to (Tornatzky and Klein 1982), there is a key relationship between innovation characteristics
and adoption. In addition, Bandura (1982) realised that perceived usefulness and perceived ease of use
are both factors relevant in predicting behaviour. Similarly, (Swanson 1982) argues a direct relationship
among behavioural intention predictions through analysis of perceived usefulness and perceived ease of
use, thus disputing (Venkatesh and Davis, 2000) who felt that perceived ease of use did not exhibit as
consistently an effect on user intention.
Additionally, asdemonstrated in Figure 3, further researchby (Venkateshand Davis, 2000) also extends
TAM to become TAM2 by adding two newconstructs to the model and removing the attitude construct.
The new paradigms are social influence processes and cognitive instrumental process. Social influences
relate to subjective norm, voluntariness and image while instrumental process are associated with job
relevance, output quality, result demonstrability and perceived ease of use. The updated model claims
to identify the key forces behind judgements of perceived usefulness. Although, despite support for this
extension by (Horton et al 2001), other evidence either disputes its effectiveness or posits revisions to
TAM (Lee at al 2003; Moon and Kim, 2001) and discusses adoption relating to more cognitive and
personal measurements.
External
Variables
Perceived
usefulness
Actual System
usage
Perceived
ease of use
Behavioural
intention to use
Attitude
towards
using
11. 6
Figure 3: TAM 2 – Extension ofthe Technology Acceptance Model (Venkatesh and Davis, 2000)
2.3 Innovation and Adoption
Traditionally, the level of innovation and adoption has determined the extent to which technology has
been effective or ineffective in immersing consumers with the innovation. A widely cited definition of
innovation by (Rogers 2003, p12) is:
‘’An idea, practice or object that is perceived as new by an individual or other unit of adoption’’
The concept of consumer adoption has been classified as a process in which the consumer gains initial
knowledge of an innovation, forms attitudes towards it and reaches an adoption decision (Rogers
1962). In addition, further research from (Rogers1962) explains the stages of adoption by individuals
through the formulation of adopter segments. The adopter segments are classified as innovators, early
adopters, early majority, late majority and laggards as seen in Figure 4.
Job Relevance
Image
Subjective
Norm
Output Quality
Experience Voluntariness
Perceived
usefulness
Perceived
ease of use
Usage
Behaviour
Intention to
use
Result
Demonstrability
12. 7
Figure 4: The Adopter Segments (Rogers, 1995)
However,the adopter segments have been countered by (Hirschman 1980) due to measuring problems
of innovativeness. Similarly, evidence draws upon the personal connotations of consumers by
considering their resistance in adopting innovations as supported by the functional and psychological
barriers of adoption (Porter and Donthu, 2006). Functional barriers evaluate adoption in terms of usage,
value and risk while psychological barriers assessthe conflicts with consumers’ prior beliefs (Porterand
Donthu, 2006). Subsequently, evidence from (Moreau et al 2001) analyses that it is more credible to
consider adoption in terms of knowledge; in this context based on core and supplemental knowledge.
Finally, (Mick and Fournier, 1998) discuss the limitations of the adopter segments by stating that late
majority and laggards should not be considered as homogenous groups of technological resistance. In
contrast, the framework should pertain to exclude that the same adoption patterns will be necessarily be
followed by consumers as aspects like adoptions from previous generations and technological upgrades
also act as adoption deterrents. Thus, to give a broader representation of which cognitive elements are
involved by consumers upon embracing adoption, (Son and Han 2011) constructed the Technology
Readiness framework which signifies a more rounded approach toward technology acceptance and use
(Appendix A). In the context of the publishing industry, adoption and innovation relates to whether
consumers are purchasing more e-books compared to physical books. As a result, further evidence will
help to determine the current nature of the publishing sectorin terms of the extent to which technological
adoption has been embraced especially as paper books outer performed e-books by 2.4% as of 2014
(Catalano 2015).
Publishing is one of the only industries that has not implemented technology across the entire
manufacturing process that includes input from publishers, authors and distributers (Feldman 2002).
Therefore, it seems that only the editorial process which is part of the creative area, that involves
13. 8
transforming an author’s manuscript into a bound and tangible book, is the only time technology has
been truly embraced (Ferrick, 2008). Additionally, numerous researchers have commented on the slow
rate and limited scope of technology adoption and computerisation in the publishing industry (Epstein,
2000; Berry 1990; Balkwill 1999). To support this an example is when Random House, one of the
biggest publishers in the UK,planned to digitise various book titles through electronic typewriters that
were considered a unique piece of technology in the industry. However, despite this having been a
significant step, it did not mean that technology was implemented at the editorial processing stage but
at various other stages after book production (Rose 2000a; Rose 2000b). Furthermore, implementing
technology is a costly procedure for trade book publishers that generally already operate at low profit
margins. However,despite the aforementioned there is evidence which suggests that publishers can and
should implement technology because of the current nature of the marketplace in which increasing
customer demands have forced changes in the industry. This is according to (Schwartz 1999) who
underlined that the simultaneous use of both formats challenges the traditional publishing process to
accommodate and adapt to change. If publishers were keen on embracing technology in the production
process,advantageswould be gained asbooks would be produced quicker, better and cheaperwhile also
retaining the quality subsequently meeting consumer demand.
2.4 History of Book Publishing
The origin of book publishing datesback to the middle of the fifteenth century when JohanesGuttenberg
invented the printing press (Greenhood and Gentry 1936). This led to the ‘Printing Revolution’
(Eisenstein 2005), in simpler terms, the main change in how information was shared across society.
Likewise, evidence by (Schreyer, 1985) highlights that books were a powerful source of change and
influence due to the ability of information sharing across a wider spectrum. The transformation of the
industry began in the late eighteenth and nineteenth centuries when demand for mass market book
publishing increased (Coser et al 1982). Therefore, this cultural shift shaped the nature of the industry
relatively early, especially as, in the past there was no distinction between printers and publishers as
early publishers operated as publisher-printer entities (Thompson, 2005). In today’s society, the
emphasis is more on the production side of creating a publication through a process whereby publishing
houses receive content and then distribute it accordingly. Thus, the book publishing industry has
experienced a profound process of change. According to (Feather 2006, p.1) publishing is:
‘’the commercial activity of putting books into the public domain’’
Similarly, (Alexander 2012, p.1) defines publishing as:
‘’a range of industries concerned with the production and distribution of information including
newspapers, magazines, books, journals and directories’’
14. 9
In the modern setting, publishing is a holistic process that is dependent on several parties working
together when forming a book, before it is distributed to the final consumer. As Figure 5 indicates, the
process is a vertical relationship in which all parties have their own tasks and then combine them to
create a publication sufficient for distribution (Varnier 1973).
Figure 5: Framework of Vertical Relationships. Adapted from (Varnier1973)
2.4.1 Publisher Value Chain
Since books are a key economic and personal commodity within society, it is imperative that they create
value to consumers so that they engage in meaningful experiences. An analysis therefore of Porter’s
value chain (Porter 1985) is a useful reference as it explains how value can be created within an
organisation’s processes that must be passed on to the consumer in a holistic manner. The value chain
framework considers each stage of the model as interconnected, thus creating the value system. Further
evidence in to the value system has been conducted by (Wang 2008) who adapted the model in relation
to the media industries, specifically catered for TV as shown in Figure 6.
Figure 6: Industry value system analysis. (Porter 1985, adapted for media industry analysis by
(Wang 2008).
Content
Distribution
Content
Creation
Creation
Content
Packaging
User
interface
End User
15. 10
Furthermore, based on research conducted by (Joensuu et al 2003) a value system for publishing was
formed, drawn from the findings of (Wang 2008). This is represented in Figure 7 below.
Figure 7: The Traditional value system ofbook publishing. (Joensuu et al 2001) Adapted from
(Wang 2008; Porter 1985)
Therefore, it is clear that publishers have a responsibility to create value that encompasses the use of
various functions across a number of shopping channels.
2.4.2 Book Publishing Industry Insight
Publishing in the UK forms part of the creative industries that caters for books, electronic publishing,
newspapers and magazines (Creative Industries 2014). The sector has performed strongly and is worth
£71.4 billion per year to the UK economy accounting for 231,000 jobs in 2013. (GOV 2014).
Subsequently, the industry has consistently shown signs of growth with a recorded gross value added
figure of £9.94bn in 2014, up from £8.97bn in 2008 meaning that up to 2013 the GVA increased by
3.3% year on year (Creative Industries, 2014). Additionally, the sector is one of the most successful and
advanced in Europe as the UK is the second largest book publishing sector in Europe (Federation of EU
Publishers 2014) and boasts the most developed customer publishing industry in the world across all
readership formats worth over £1 billion per annum (The Publisher’s Association 2012).
In comparison, the value of U.S publishing stood at $151 billion dollars in 2013 which was the largest
figure represented by the publishing and entertainment industries (Wischenbart 2013). The revenue
generated rose from $26.75 billion in 2013 to $27.98 billion for the year ending 2014 representing a
4.6% increase (The Booksellers Association, 2015). The global book publishing market is dominated
by the ‘Big Five’ publishers, these are Penguin Random House,Hachette,Simon & Schuster,Macmillan
and HarperCollins (Mintel, 2014).
2.4.3. The book sale-purchase transition
The sale of books in a printed only format has experienced a transition from being supplied simply
through a bricks and mortar setting to include digital and online selling, downloading and reading. The
transformation has subsequently resulted in changesto waybooks are distributed due to the introduction
of customer-centric methods to reading (Mangdalindan 2010). This paradigm shift began with the
inception of the Kindle by Amazon which transformed the publishing industry asit wasthe first e-reader
of its kind. Following the introduction of Kindle, sales figures of formatted books exceeded the sales
generated by hard cover books (Tweney 2010). This is also supported by (Burritt, 2010) who realised
that e-books have led to an increase in sales in the book market. Consequently, this means that the rise
16. 11
of digital reading has challenged the traditional methodofproducing a publication, moving from a linear
approach to a multi-dimensional process.
2.4.4 E-Books vs Print Books
As previously discussed, figures have demonstrated that the value of print sales declined between 2009
and 2014 by 28%. Subsequently, there has been a reduction in media buying by consumers as a whole
(Mintel 2015). In addition, the proportion of physical books that were predicted as being sold online
stood at 43% meaning that, although e-book sales growth have plateaued at a rate of 13% year on year.
The high rate of print books being bought online is a concern to bricks and mortar retailers as their
revenues and profit margins will decrease (Mintel 2014).
In contrast to the perception that e-books and digital will be the only option available, there is research
which suggests that the traditional print book platform is farfrom extinct. This canbe seenby predictions
in the USAthat print book sales will still account for 80% of salesworldwide (Deloitte 2015) and similar
research which found that 62% of UK consumers between 16 and 24 prefer buying print books rather
than digital due to paper books appealing to their senses. (Voxburner 2013). Subsequently, there has
been a recent increase in print book sales on the UK high street supported by analysis from Waterstones
who have decided to stop selling Kindles due to a rise in print book sales. (Slawson, 2015).
2.5 Book Buying: Customer Purchasing Habits
The recordedvalue of UKpublisher sales of printed and digital books in 2014 stood at £3.3bn according
to (Publisher’s Association 2015) while figures from (NielsenBookScan, 2015) suggest that customer
spending rose to £2.2bn. Additional research from (Publisher’s Association 2015) highlighted that
printed books sales decreased by 2% in 2014, again supported by (NielsenBookScan, 2015) who also
noted the same percentage decrease in 2014 compared to figures in 2013. As indicated by (Hoffelder
2015), digital sales in 2014 accounted for 17% of total UK publisher’s sales, leading to a 33% rise since
2012. Therefore, this evidence highlights that digital has now become a key part of the publishing
industry’s core sales.Asseenby Figure 8, digital readership has continued to rise in value while physical
readership has decreased (Publisher’s Association 2015).
17. 12
Figure 8: UK publisher’s total sales of digital and physical sales (Adapted from PA Statistics
Yearbook 2014; The Publishers Association 2015
The growth in digital readership across the UK has also been explored by (Jones 2014) who explained
that e-books caterfor one in four of all bo0ok purchases.This evidence concurs with that of the previous
research conducted by (NeilsenBookScan, 2015) who found that book buyers are increasingly digital.
Further corresponding evidence shows that the figures represent high digital usage especially as 56% of
UK consumers in owned tablets in 2014 as opposed to 41% in 2013 (NeilsenBookScan, 2015). In
addition, the same research discovered that 25% own e-readers while 84% own either an e-reader,tablet
or smartphone.
In comparison, research conducted by (PWC,2015a) catering for US consumers found that they too are
embracing digital methods of reading. This canbe seenby their predictions which state thatglobal books
revenue is estimated to rise by 1.3% by 2019 from revenue of $120.13 billion in 2014 to $128.34billion
in 2019. The suggested evidence can also be supported by (Schmidt and Park, 2013) who highlighted
that among US consumers, e-commerce is the channel which generates the most sales. It is therefore
clear that consumers are truly embracing digital and e-formatted reading styles especially in America as
indicated by the infographic represented below as Figure 9.
18. 13
Figure 9: Where are Books Bought? (Bowker market Research 2013 U.S Book Consumer
Demographics & Buying Behaviors Annual Review – Adapted by Random House Inc 2013
2.5.1 Gift Purchasing
Gift giving first appeared in academic research by (Mauss 1950) who related to gifting as a social act
between people. Later research has expanded the initial ideas to focus on gift giving as a four part
function that includes communication, social exchange, economic exchange and socialization (Belk
1979) while (Banks 1979) also considers gift giving as a four stage process that involves purchase,
interaction, consumption and communication. More recently, gift giving research focuses on the values
and motives of gifting (Sherry, 1983) disputing the belief that gifting is dependent on cultural factors
such as province or region as proposed by (Alden and Green 1988). Books have been a source of gift
giving for severalyears since they are part of society and engrained in households. However, in recent
years there has been a substantial decline in the exchange of print books as gifts. Therefore, it is evident
that the threat of digital has changed the nature of buying print books as presents. Additionally, as
highlighted by (BBC NEWS 2014) the proportion of books bought as gifts fell from 24% to 22%
contributing to a decline in volume of nine million books.
On the contrary, there are still signs that books remain a popular choice for gift giving as evidence
conducted by (Deloitte 2014) indicated that books were the most desired and most offered gifts in 2014.
Interestingly, even across the 12-18 age group, books were bought ahead of games and for children
under the age of 12 books are the most commonly chosen gift.
19. 14
2.5.2 – Male vs female purchasing
The general nature of book consumption has been dominated by females over males for several years
and there is extensive evidence which proves thatwomen read more books than men (Adler 2014; Mintel
2014). The statistics for American consumers have also shown that women read more frequently than
men (Raine et al2002). Acrossthe UK the trend remains the same especially since research from (Mintel
2015) has recorded that females read more than men. The evidence relates to figures across both print
and e book format. Up to April 2014, 53% of women compared to 42% of men bought a print book
while 29% of women compared to 22% of men bought an e-book and 42% of men as opposed to 24%
of women avoided purchasing as reading does not interest them. Ultimately, the main reasons for this
are not clear but it could be argued that it is due to cultural reasons which traditionally sees women as
more influential in the reading journey (Mintel 2015). Some other researchers have viewed the topic in
terms of parental readership (Booktrust 2013) stating that only 1 in 8 fathers read to children and in
terms of percentage of influence with (Deahl 2010) noting that 85% of women are the change agents in
the publishing industry.
2.6 Chapter Summary
Upon reviewing the current literature the research was able to establish common motivations around
why customers choose to buy certain products, based on academic and commercial evidence. Later,
there was some key information regarding publishing as an industry and also research on consumer
trends and purchase behaviour when buying books. However, there is much contradiction and more
significantly a lack of certainty with how the industry will continue to be shaped in the future, as
information researched provided differing results and opinions.
The literature provides a holistic perspective to the reader by looking at early customer behaviour
analysis, theoretical frameworks, technology introduction, technology adoption, publishing as a whole
and customer trends. However there still remain several areas for exploration as there is a lack of
knowledge around the motivations to switch from books to e-book or vice versa. The primary research
therefore intends to capitalise on the gaps in the literature to discover the way books are being bought
across demographics and age groups. Also, exploration in to how customer’s purchase journey have
been altered since the introduction of e-formats.
20. 15
3.0 Methodology
3.1 Introduction
The chapter aims to give a detailed account of the methodology used to upon conducting the research
including reasons and justification for the chosen methods. The main objectives, based on the literature,
are focused around two main areas. Firstly, an exploration in to the attractiveness of digital reading for
consumers will be analysed and subsequently an understanding of consumers’ attitudes, considerations
and tastes towards books as a whole will be probed. In addition, an evaluation of the limitations and bias
present in the study will also be focused on.
3.2 Research Approach: Exploratory Qualitative Research
Having reviewed the literature further, limited inductive methodological approaches were found,
implying that previous authors made assumptions about consumption methods and behaviour.
Therefore,this study will probe the subject area in an inductive fashion so asto discover the motivations
of customers when purchasing books. Exploratory research was chosen as the most viable type of
information gathering because there are still several unanswered questions that need to be explored
before making any judgement. In order to establish a clear understanding of customers’ attitudes, traits
and opinions a qualitative approach was chosen. Thus,by adopting a qualitative approach as opposed to
a quantitative approach, opinions rather than statistics will be uncovered and so the participants are not
limited by any pre-conceptions of the researcher,enabling the opportunity for the subject to be probed,
while simultaneously ensuring that all key elements of the literature are identified and analysed
(Creswell, 2008).
Qualitative data collection has been widely discussed as a means of research exploration in to customer
perceptions, beliefs and insights (Denzin and Lincoln, 2000). Upon choosing a qualitative approach,
data collection in the form of interviews were recommended because the researcher could collect richer,
more extensive data while at the same time provide participants with the freedom to express thoughts in
depth via the use of open ended questions (Silverman 2013). Additionally, (Flick 2009) also refers to
qualitative research methods as social occasions that allow information to be shared in interview
scenarios. Meanwhile, qualitative is appropriate for this type of research because it associates itself to
experiences and attitudes which allows the researcher to interpret data post-research, allowing more
scope compared to quantitative data which requires high quality data analysis to provide results
(McCusker and Gunaydin 2015).
21. 16
3.3 In Depth Semi-Structured Interviews
Through conducting eight semi-structured interviews as shown in (Appendix A), deeper information
was gained and challenged the existing body of literature around customer buying habits of books.
Therefore by choosing face to face interviews the researcher was able to have more scope when asking
questions because respondents gave deeper answers that were based on emotions and feelings (Mc
Givern, 2006). This approach allows the researcher to work collaboratively with respondents to
understand and stimulate conversations to uncover their experiences and discover the themes which
emergedfrom responses(Schwandt,2000). Meanwhile, (Gill etal 2008) also agreedthat semi-structured
face to face interviews were ideal when conducting qualitative research as they are more flexible than
other interview styles like structured interviews, thus enabling elaboration of answers and potentially
allowed the researcher to gain important knowledge that was not previously deemed useful.
3.4 Interview Sample
Sampling involves selecting a proportion of people who are used in research to gain information about
a particular set of criteria (Webster, 1985). In qualitative research studies many sampling approaches
can be used, however despite this flexibility much confusion remains as to which sampling method
should be chosen and deemed most appropriate (Coyne, 1997). Ultimately, the sampling method chosen
is dependent on the nature of the particular study being researched (Bamberger,2000). The sampling
method chosen for this study is purposive sampling and also adopts an element of convenience in the
approach taken. This is because the research aims to identify key themes present in the literature that
are central to the study which have also emerged from responses. In simpler terms, this is done by
seeking people who can provide information-rich cases.
As described by (Patton 1990, p.169):
‘’Information- rich cases are those from which one can learn a great deal about issues of central
importance to the purpose of the research, hence the term purposeful sampling’’
In terms of convenience, the researcher had a wide range of people to select for the sample and so this
allowed for the selection processto be less rigorous. This is supported by (Schatzman and Strauss,1973)
who suggested that selective purposeful sampling is based on research or factors like time and
availability .Therefore,this research requires consumers who are readers because they would be able to
give relevant and current insights while also guide the researcher in gaining deeper knowledge.
Furthermore, the sample size is based on a pre-set quota which was designed by interviewing millennial
consumers and consumers over 40. As shown in Figure 10, the samples groups contained four students
from Bournemouth University and four over-40 professionals in corporate positions. Meanwhile, in
order to gain an insight in to consumers’ tastes,it was essentialto identify consumers who were familiar
with the publishing industry and also readers. In each group two men and two women formed part of
22. 17
the research so that any differences between male compared to female consumption can be identified,
as highlighted in the literature.
Figure 10 – Sampling Groups – Specific Details
3.5 Interview Structure, Construction and Analysis
The interviews were done in the form of a guided conversational approach that are less structured
allowing greater flexibility for the researcher to probe answers (Gall et al 2003). Although it has been
argued that this style achieves inconsistent responses because of the researcher’s ability to interchange
and tailor questions to suit them (McNamara, 2009), it is clear that a guided conversation style can
provide deeper insight, omit irrelevant questions, avoid pre conceptions and connect with respondents
on a personal level (Turner, 2010).The structure of the interviews were separated in to three
sections .The first part focused on the amount of books consumers bought and allowed the researcher to
gain knowledge of their attitudes and tastes. In addition, factors that were considered the most crucial
when purchasing books were also uncovered. The second part related to digital books in terms of
readership , devices digital book are read on, places of purchase,availability and reasons for purchasing
digital books. Subsequently, the third part assesses the reasons that deter consumers from purchasing
digital books. The questions were designed based on themes in the literature but the answers collected
formed the basis of the analysis of this research.
Sample Groups Name Profession Date Time Place
Millennials Anna Student 04/02/16 13:00 University
Campus
Harriet Student 04/02/16 14:30 University
Campus
Ashley (male) BookBuyer 03/03/16 17:00 Their Office
Max Retail 08/03/16 15:00 Their Office
Over 40s Caroline CEO 13/03/16 10:45 Their home
Madeline Retired 21/02/16 11:00 Their home
Christopher Publisher 15/03/16 15:00 Their office
Gabriel Marketing 30/01/16 12:30 Their office
23. 18
The interviews were carried out using a Dictaphone once respondents approved of this having agreed to
participate in the interviews, resulting in a clear and flowing conversation free from any interruptions or
pauses while recording (Braun and Clarke, 2013). Several measures were taken to ensure that the
respondents felt comfortable such as conducting the interview in a quiet and private setting which
allowed participants to explore their feelings and thoughts without judgment through communicating
that they have clear anonymity (Wolcott 2001).
At the beginning of each interview, participants were given a consent form (Appendix C) so that their
ethics were protected and were informed that all information given was strictly confidential and for
research purposes only (Holliday 2002). The interviews lasted an average of 8 minutes but this did vary
somewhat across respondents based on differences in answer length, willingness of participants to
elaborate and whether they read digital books or not. Overall the process of analysing eight interviews
was done by the researcher through transcribing the respective recordings, noting the most valuable
information that emerged and disseminating the key themes through coding the most relevant areas that
require greater analysis (Appendix B). This was done through writing transcripts that through multiple
viewings of the information allowed for narrower data to be gained and explored via coding (Adams et
al, 2007).
3.6 Conventional Content Analysis
Content analysis is a qualitative research method intended to interpret the meaning of data to cater for
more naturalistic results for the researcher through three approaches which are either conventional,
directed or summative (Hsieh and Shannon, 2005). Conventional content analysis was chosen in order
to organise the interviews in to themes to avoid any pre-conceived categories and instead focus on the
immersion of data so that new insights can emerge (Kondracki & Wellman 2002). The wealth of
interpretation and flexibility of measuring results has caused content analysis to be widely used by
researchers such as (Cavanagh 1997; Rosengren 1981). Although, despite the lack of procedures and
clarity of a definition which have held back the effectiveness of content analysis, as disputed by (Tesch
1990), it still remains a key aspect of data collection in the context of this research.
Since a directed approach considers a pre-established theory based on a deductive manner to data
collection (Potter and Levine-Donnerstein 1999) and summative approaches mainly consider analysis
of words and content (Babbie 1992), they were quickly disregarded based on the criteria that needed to
be addressed in this research.
3.7 Limitations and Bias
Despite choosing qualitative data for this research study,there were limitations to adopting this research
method. Firstly, although rich information was achieved the sample size was relatively small and the
researcher is therefore restricted to limited information that may not reflect the viewpoint of the wider
24. 19
society. On the other hand, the research aimed to understand motivations and habits rather than make
generalised statements and so was able to gain sufficient information. Furthermore, as (Oppenheim
1992) suggested,it was important to maintain control of the interview flow so that it did not become too
conversational and lose the value of data gained. Measures were taken to adhere to the structure of the
interviews by probing participants whilst ensuring answers were relevant and not out of context.
3.8 Chapter Summary
The methodology was carefully considered and constructed through the use of qualitative research
aimed at investigating the book buying habits across consumers of books to determine the effect digital
has had on consumption levels. Through the eight semi-structured interviews, attitudes and experiences
of consumers were established and themes emerged from this primary research that was organised via
open coding (Appendix B). These findings allowed the main themes to be explored basedon importance
and value to the study.
25. 20
4.0 Analysis and Findings
This chapter will seek to discuss in greater depth the main findings from the primary research concerned
with the influence of technology in customer book purchasing habits. These findings will support, add
to and challenge existing knowledge based on literature and industry facts stemming from customer
experiences. The most prevalent themes will be discussed systematically and categorised based on the
open coding used.
4.1 Book Purchase Intention
Overall, participants stated that initial purchase consideration of a book is often planned since customers
purchase based on loyalty to an author, the plot and the reviews. Hence,regular book readers noted that
they have a set of factors and intended outcomes since they know the genre and author they prefer.
However,even regular readers claimed that because of the broad range of books available, it is difficult
for the purchase journey not to change when faced with an array of options. A recurring theme was the
role of physical stores where consumers still enjoy browsing. This increases impulse purchasing and is
a valid reason why consumption of physical books remains higher that e-book consumption. This means
that respondents have a set of choices in mind and generally prefer favourite authors but are amenable
to new choices. The difference in the way people buy books has also been explored with clear analysis
of how buying habits can change along the purchase journey.
“When I seek to purchase new booksI usually know what I want and where I can get it. But I would say
thateven though Iusually have authorsin my head,my consumptionhabitschange each time depending
on factors like store promotions or browsing the store” (Participant A)
“It depends, if I go in to a shop and I want a specific book I'll buy it then and leave,I wouldn't look at
anything else. But if I'mjust in there and I have no specific title in mind and just looking around it will
change it depends I may pick up six or seven books while going around the shop and then narrow it
down to 1 or 2 books it depends on whichever sounds the best.” (Participant E)
Moreover, according to the primary research,books are purchased by consumers when they are
recommended novels by their peers. Therefore,some element of TAM was reflected in participants’
habits because subjective norms appear to play a vital role in influencing purchase behaviour as
supported by the quotations. Another example related to the periods that consumers would spend away
from their normal routine, for example when going on holiday or travelling.
“If I’m in a situation where I need to wait like in a queue for example I will read a couple of chapters
of an e book so I like to buy using the Kindle app on my phone and read a few chapters but I couldn’t
read on my phone for 6 or 7 hours like I could with a book.” (Participant E)
26. 21
“If I'm going on holiday I'll always have digital book it's just I get worried by the pool or the beach
about the pages flying away so I do tend to use a digital book.” (Participant B)
Ultimately books are bought by consumers in both print and digital formats. Print books were referred
to as being used more at home as a habit and for the pleasure of reading while digital readership was
chosen more in terms of convenience when reading is done to pass time rather than for the enjoyment
derived. Finally, an intriguing discovery in the primary research was that customers do not buy solely
digital books but use both formats regularly. Even those consumers who were digital felt that they liked
using books and those whom use print still used digital on occasion.
4.2 Attitudes towards Digital
The general consensus among all participants in the interviews was that digital reading was done on a
phone or Kindle as respondents said people want to read ubiquitously. As a result respondents indicated
the Kindle App as the most efficient way of purchasing e books, providing maximum convenience.
Therefore, the participants felt that convenience is the main benefit of digital reading.
‘’The main benefits of digital I feel are its portability and its convenience and I can use my Kindle to
make an immediate purchase and have everything on it’’ (Participant F)
Aside from convenience, several benefits were mentioned with regards to digital reading. Firstly, the
plethora of books available for purchase on the digital format outweighs that of print. Another theme
which developed was the space-saving attributes of e-books since consumers can download multiple
books. Secondly, the price of e-books was a major reason for the transition to digital reading, as the
lower price of this format than print was highlighted consistently in the research. However,print book
price promotions can reduce the differential with the cost of e-books and this can lead consumers to
choose physical books instead. Therefore, to some extent, a lack of adoption could be related more to
their taste and habits rather than price. Finally, a minor motivation which emerged is that digital assists
older consumers to read due to the zoom and adjustment features.
I am not sure but I would say that the prices of e-books are cheaper than print books and that means
you can download more especially as there is greater storage space’ (Participant H)
I wouldn’t say so because I have to spend quite a bit of money on a Kindle and then a few quid more the
books so as I student I can’ afford to do that and so I prefer print books.(Participant A)
There seems to be an attitude among consumers that e-books and digital reading is functional and
practical instead of a pleasurable experience. More specifically, although digital devices allow
consumers to modify and use these systems to their preference,the user engagement is not the same as
that of reading a physical that is viewed as a greater reading experience.
27. 22
4.3 Digital Rejection
One of the objectives of the primary research was to establish the role of print in the lives of consumers
and their purchasing habits. From the interviews, it was evident that print books were still purchased by
customers. The main reason was that they are considered an investment and a purchasing journey that
is enjoyable. In digital reading, the less satisfying user experience and enjoyment of reading was
highlighted as a deterrent to purchasing e-books. Participants felt that print enjoyed a unique advantage
because consumers still like physically holding books and felt it was easier to ‘get lost’ in a book. In
addition, participants felt that it took longer to read print books and that adds to the excitement of
reading.
‘’Reading a good book is like escapism it’s for pleasure so no I would never read digital books’’
(Participant D)
‘’I think the thing about paper books is that there is more of a romantic element to reading and even
though on Amazon you have a widerselection, it’s not the same feeling assearching for books. I mean
if you compare it to music CDs have died out, you need CD player. With books there are no obstacles
that immediately effect whether you can read so it’s unique.’’(Participant C)
‘’When I read books it’s a commitment, you want to read it and not put it down.’’ (Participant G)
“Thing with books people love going to a book shop orlibrary and experience browsing I don’t think it
will changed it is being mimicked like libraries but nothing like the real thing think there will be decline
in print sales but never die outright”(Participant H)
Emerging from the primary and secondary research across both age groups was the aspect that reading
print books was a nostalgic experience of their childhood – growing up reading books and not having
all of their lives controlled by technology.
“The idea of reading digitally is lazy to me and I don’t want all aspects of my life to be digitised, you
know with a book you can build up your excitement and wait for the end you know you pinch the pages,
with an e book you may be on page 230 out of 400 and then just avoid finishing it so the experience is
lost.” (Participant F)
Furthermore, participants felt that print books are better suited for children’s books especially because
of all the different styles and colours for illustrations. Digital books have restricted capabilities in this
area and so lacks any usefulness for children, and as mothers educating children from a young age. This
means that children are still likely to be brought up with print books and develop skills in digital reading
as they progress later in life according to view of participants, 2 of whom were mothers.
28. 23
4.4 Tangibility
A common theme that developed from the primary researchwasabout the tangible attributes of physical
books. The participants claimed that tactile qualities are important when reading a book for prolonged
periods. In addition, participants all referred to physically holding a book as enjoyable and enhancing
their reading experience.
‘’I don't think print will everdie because people like the feel of paper backs when reading and let's be
honest technology comes at a price you know if yourbattery goesdead you have to stop reading you a
book you can just continue reading. (Participant E)’’
‘’Because I don't like it I like to feel a book (Participant D)’’
‘’There will always a be place for books because people like the smell and feel of a book (Participant
G)’’
Therefore this proves further that cognitive elements such as the feelof a book are a crucial factor in
customers’ purchasing decisions.
4.5 Age Groups
Judging by the research, older customers prefer print books because of their familiarity and ease of
usage. Some positive references were made to e-books helping with eyesight. However, much of the
insight gained from the over 40’s was similar to younger consumers and there were no significant
differences in outlook. These views corroborate the literature as there is scant evidence supporting age
as a factor influencing the purchase and adoption of e-books and is linked some of the aspects of TAM.
‘’Some of my friends prefer reading e-books and buy themvia Amazon because they find it easierto use
and less arduous and it helps with their eyesight since they can zoomin and make the words larger’’
(Participant G)
‘’E-books have only recently become popular especially in education but I still think even the younger
generation preferthe physical book but definitely the older generation prefer the print book but as I
said before I still think people really like to hold books in their hands I don't think that is going to
change’’(Participant C)
The millennial age category also seemed to prefer print books and said that they still preferred to
purchase and read physical copies. This was mainly for similar reasons as the over 40’s in that the
enjoyment of feeling books, interacting with the storyline and the enjoyment it gives them are crucial
and this seems to not be affected by age.
29. 24
Fundamentally, regardless of age and preferred readership type both sampling groups agreed that
technology, no matter how advanced, will not replace print books in the long term. Predominantly, this
was because they felt reading for pleasure was optimised though physical books due to the tangibility,
appeal to the senses and enjoyment of re-reading.
30. 25
5.0 Discussion
5.1 Introduction to Discussion
This chapter will critique the findings of the primary and secondary research to evaluate the attitudes of
consumers towards purchasing books to identify the influence of technology on their consumption
behaviour. This study has provided extensive insight and addressed a variety of factors around the
research topic, however some of the factors discussed outweigh others and will be outlined further in
this chapter.
5.2 Discussion Focus
Since the literature explored several key theories in to the motivations behind customer purchasing
behaviour it was necessary to identify the extent to which these models reflected actual buying habits
and behaviour. The results and findings show that customers usually have a pre-conceived idea about
the types of books they want to buy and plan purchases. Therefore, this is in accordance with the
literature which highlighted that customers seek to buy based on certain needs they have at the time. In
addition, the research identified that these pre-conceptions change along the purchase journey and when
encountered by new environments or during the browsing process of buying a book. Again, this is
congruent with the secondary data which highlighted a set of drive-stimulus responses by customers
when encountered with different options and environments. Furthermore, the research highlighted that
the majority of respondents buy books based on past experience and consider the author’s previous
work, the content and the reviews as the main motivations. As a result, this can be supported by the
arguments raised in the literature stating that past behaviour is a key factor in influencing customer
buying behaviour. Therefore, it could be suggested that the appropriate frameworks of TRA and TPB
apply to the research findings since customer behaviour reflected several concurring evidence raised in
the literature. In contrast, the evidence suggests that customers prefer print due to the emotional aspects
it provides and so do not embrace with digital on a broader level. Consequently, TAM had some effect
especially in terms of recommendations and social norms. However, it did not relate as much to the
reading and purchasing habits of customers in this study and so it seems logical to disregard its
effectiveness.
Throughout this research study, analysis also focused on the level of innovation and adoption of
customers to new technologies. Based on the adopter segments (Rogers 1962), adoption is a cycle that
tracks the level to which a person is interacting with innovations. Therefore,it seems that the adoption
of e-books and digital goes beyond the adopter segments since other cognitive factors effected the rate
of adoption. As a result the fact that functional and psychological factors impact usability of new
technology, did not match with the findings of the adopter segments especially since digital did not
31. 26
disrupt print sales to extent it wasperceived. Moreover, there are conflicting views around the arguments
for technological adoption and it seems that much of the evidence suggests that physical and digital
formats will coexist. There is a lack of clarity around the potential threat of e-books as the industry and
the future direction of the sector.However,despite the uncertainty most participants agreedthat physical
books will still have a role to play in the future, perhaps suggesting that digital would struggle to
compete. Across the range of data, it became clear that customers had not embraced digital to a high
degree and so were not up to speed with the current new versions and constant tweaks. This lack of
digital engagement has led to confusion among the industry and customers regarding the usefulness of
digital suggesting that it disrupts the traditional publishing structure. This is supported by experts at
(PWC, 2010 p3) who suggested that digital books:
‘Provide more questions that answers’
Customer buying habits have been explored extensively in the literature and if understood can connect
businesses with customers.This would cause increasedperformance and provide a potential competitive
advantage assales revenue will increase leading to higher profit margins and enhancing customerloyalty
(Paul and Hogan 2015). The customer buying habits reflected in the research do not reflect the
information gathered in the literature which indicated that the purchasing habits of customers are
becoming increasingly digital and that this trend is growing annually. This is supported by (PWC,2015)
who uncovered that print sales have reduced consistently and will continue to do so. It has been
estimated that a decrease of1.9% CAGRwill be recordedbetween2014 and 2019 as expressedin Figure
11. However,the decline is relatively small since print will still account for 70% of total book revenue.
Nevertheless, based on other instances in the literature and the primary research digital has not made an
impact to the point that it will threaten print. Physical books were always mentioned as the main reading
and purchasing format suggesting that the role of e-reading is not as popular and done for short term
gain. The results and findings also identify that factors like price do not affect purchasing habits and so
since books are still consider essential to customers it remains to be seen as to whether digital has a
future in the publishing industry.
32. 27
Figure 11: Total print/audio revenue vs total books electronic revenue. Global entertainment and
media outlook. (PWC 2015).
Building on the above, an important factor that influences the stability of print pertains to the fact that
books possess a strong bond with customers. Since the majority of consumers were brought up reading
physical books, there seems to be some nostalgia in that reading goes beyond just enjoyment but is of
crucial sentimental value to customers. Finally, through this study a new insight was gained in to age
differences that showed no relationship between age and intention to use digital. As a result this is new
evidence that was not present in the secondary research. Regardless of age and era it seems that there is
little difference towards the use, attitude, effectiveness and readership of digital devices.
33. 28
6.0 Conclusion
The aim of this study wasto explore the attitudes of millennial and over 40 consumers towards the effect
of technology on their buying behaviour of books while also investigating how the publishing industry
has subsequently been effected. Thus, this chapter will seek to bring to a close the findings discussed
and present a logical conclusion to the research topic. The literature presented severalkey themes useful
in forming anunderstanding of the researchtopic. According to evidence found, consumers interact with
organisations based on individual needs that must be fulfilled, while an assessment of their pre purchase
intentions to book buying was also evaluated. Moving on, theoretical frameworks were analysed to see
how the present consumer is using technology, adapting to these technological innovations and how
they can for part of purchasing decisions. Other crucial evidence included an insight to the publishing
industry, the rate at which e-book sales have accelerated,comparisons between books and e-books and
how consumers are purchasing books as a result of technology. Analysis into the sales figures and
benefits of e-reading were also demonstrated in the literature.
Basedon the primary researchthere wasgeneralcoherence and agreementthat digital reading is in some
way impacting the print reading format and so this backs up the literature which also identified a strong
case for the usage of digital reading due to its simplicity and ease of use. Primary effectiveness and
adoption of e-books was seen in the educational sector with an increasing number of publications being
produced for educational purposes. Ultimately the main factors that encourage customers to purchase
digital books are the convenience and ubiquity that it provides.
However, primary research findings also disputed some elements of the research such as male and
female purchasing. Although women were more proactive when seeking to purchase a book, there was
no greater or lesser extent to which women out-purchased men. As a result, judging by the attitudes and
opinions gained from primary evidence, there was no certainty to justify the information given to this
area in the literature. On the other hand print was still very much considered as the main outlet when
reading, both for consumption and readership, confirmed through both the primary and secondary
research conducted in this study.
Even though the industry has somewhat struggled to cope with the emergence of e-reading, in that sales
revenues are decreasing, retailers are generally able to cope with the threat of digital. This can be seen
by various market leaders such as Waterstones and WH Smith who have both implemented in-store
technologies that complement e-reading. However it is important to understand that the core of their
business models focus on keeping print at the forefront of their operations on a strategic level and are
not investing too heavily in digital. Although, retailers need to invest in e-reading capabilities purely to
adjust to customer needs, so as not to decrease their competitive advantage and give customers
flexibility. Rather than focusing on e reading as a strategy, the overall aim by businesses in publishing
should be to understand its benefits assess how it can be used in harmony with physical books.
34. 29
Ultimately if bookshops and book distributors can find the right use for digital based on the resource
they possess,it could increase their revenue stream and so should not be completely neglected as a part
of the product range. The implications for the industry through digital integration means that print
revenue margins may continue to be squeezed because of e-books leading to closure of high street
retailers. Therefore, a main implication is whether the rise of e-books in the marketplace will force
changes to the prices and style of print books being published. Despite these challenges, retailers can
use digital as added value since print has remained the most popular choice among consumers. In
conclusion, in answer to the working title, there have not been significant changes to the shopping
patterns of customers since the introduction of e-books. Although the literature raised several benefits
and data to support the argument that digital is growing these insights can be disregarded as customers
are still seeking to stick to the traditional route of purchasing and reading physical books. Therefore,
despite the clear strengths of digital and the convenience it provides, print has remained unchanged in
its superiority of the market and in the eyes of consumers. As a result it is clear that e-reading has had a
slight effect on the market and consumers but nowhere near the level to truly challenge print reading as
it continues to be regarded as a hobby, a societal necessity and the most preferred choice for customers.
35. 30
7.0 Recommendations
It is evident that traditional publishing houses must adapt to the introduction of technology in the
marketplace, especially as digital directly affects the way books are distributed, marketed, sold and
manufactured since the evolution of the industry. An important recent report was released by The
Independent who will now be publishing all newson a digital platform and thus are removing, altogether
print from their operations because they could not sustain operating in a dual format. This is significant
because it affects books since many books can be purchased online and authors have self-publishing
subscriptions. So, a possible recommendation for the industry is to embrace technology ratherthan avoid
it because by restricting the subscription model so the achievement of an income revenue model can be
maximised.
Ultimately, as print has remained the preferred reading format it could be recommended that digital
publications cater for solving the issue of poor user experience in certain genres. An example relates to
children or reference books that have not yet been formatted efficiently as they lack the experiential
value on a screen. Therefore,publishers could attempt to increase the appeal of e-books by enhancing
areas that require improvement and development and replicate the features of a print book. The general
agreement is that children remain in awe of print books as to them it creates excitement as is very much
unchanged in the important, character building advantages provided by traditional print reading.
Another recommendation that could help to find common ground within the publishing industry could
be to use virtual reality in years to come and focus heavily on children publications. By doing this, the
cultural shift may be achieved that allows digital to put pressure on print.
8.0 Limitations and Recommendations for Future Research
Since the study only needed eight participants the selection process was somewhat limited and so the
sample size was restricted as the views raised do not give generalised conclusions. There would need to
be research conducted on a much broader sample size to form a conclusion. If more time were given
and broader research of this topic were conducted it would look in to the issues of copyright and
intellectual property. Publishing is facing several challenges around intellectual property with regard to
issues of copyright and reproduction of work. Through a broader study of this research topic it would
have been possible to assess other prevalent factors emerging within the publishing industry. Therefore
by solving this key issue, copyright owners can increase their revenue streams especially as change is
required on a global scale since territorial right in the UK for example may limit barriers to growth in
other countries or markets. Finally by exploiting upcoming technologies like 3D printing, digitalisation
opportunities for book publishing can be explored and stretched. These aforementioned
recommendations link to the customer as they will be directly affected by any changes.
36. 31
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Appendices
Appendix A – Technology Readiness Model
Adapted from (Son and Han 2011)
Appendix B- Coding Groups
Book Buying Intention
Attitudes to Digital
Digital Avoidance
Tangibility
Older vs Younger Generation
45. 40
Appendix C – Consent Form
RESEARCH ETHICS CONSENT FORM
Name, position and contact address of Researcher:
Please Initial Box
1. I confirmthat I have read and understand the information sheet for the
above study and have had the opportunity to ask questions.
2. I understand that my participation is voluntary and thatI am free to withdraw
at any time, without givingreason.
I agree to take part in the above study.
4. I agree to the interview being audio recorded
Name of Participant Date Signature
I agree to leavemy telephone number so that the lecturer is ableto contact me to verify that the interview was
conducted soundly:
Yes No
Phone number
