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Publication
Escolha do Consumidor: um estudo sobre os factores determinantes na preferĂȘncia entre E-Readers e Livros FĂsicos
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.32 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Nos Ășltimos anos, tem-se observado um crescimento no hĂĄbito de leitura, especialmente entre os jovens, impulsionado pela conveniĂȘncia e acessibilidade dos dispositivos digitais. Paralelamente, os livros fĂsicos continuam a ter um pĂșblico fiel que valoriza a experiĂȘncia tĂĄtil da leitura tradicional. Diante deste cenĂĄrio, esta investigação procura entender os fatores que influenciam a preferĂȘncia pela leitura digital em relação Ă fĂsica. Para isso, foi aplicado um questionĂĄrio online com abordagem quantitativa, direcionado a indivĂduos que jĂĄ utilizaram dispositivos digitais de leitura. O estudo analisa construtos como utilidade percebida, facilidade de uso, custo percebido, compatibilidade com os valores, posse psicolĂłgica, influĂȘncia social, atitude perante o uso e intenção de uso, com base em modelos como o TAM e o UTAUT.
Compreender estes fatores é essencial para que editoras, livrarias e plataformas digitais desenvolvam estratégias eficazes de segmentação, usabilidade e comunicação. Os resultados obtidos poderão contribuir para decisÔes mais alinhadas com as expectativas dos leitores e para a sustentabilidade do setor editorial num ambiente digital em constante evolução.
In recent years, there has been a notable increase in reading habits, particularly among younger individuals, driven by the convenience and accessibility of digital reading devices. At the same time, physical books continue to attract a loyal audience that values the tactile and sensory experience of traditional reading. In this context, the present study aims to understand the factors that influence readersâ preference for digital reading over physical formats. To achieve this, a quantitative online questionnaire was administered to individuals who have previously used digital reading devices.The research examines constructs such as perceived usefulness, perceived ease of use, perceived cost, compatibility with values, psychological ownership, social influence, attitude toward use, and intention to use, based on theoretical frameworks such as the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). Understanding these factors is crucial for publishers, booksellers, and digital platforms to develop effective strategies in segmentation, usability, and user engagement. The findings may offer valuable insights for aligning business decisions with reader expectations and fostering the sustainability of the publishing industry in a rapidly evolving digital environment.
In recent years, there has been a notable increase in reading habits, particularly among younger individuals, driven by the convenience and accessibility of digital reading devices. At the same time, physical books continue to attract a loyal audience that values the tactile and sensory experience of traditional reading. In this context, the present study aims to understand the factors that influence readersâ preference for digital reading over physical formats. To achieve this, a quantitative online questionnaire was administered to individuals who have previously used digital reading devices.The research examines constructs such as perceived usefulness, perceived ease of use, perceived cost, compatibility with values, psychological ownership, social influence, attitude toward use, and intention to use, based on theoretical frameworks such as the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). Understanding these factors is crucial for publishers, booksellers, and digital platforms to develop effective strategies in segmentation, usability, and user engagement. The findings may offer valuable insights for aligning business decisions with reader expectations and fostering the sustainability of the publishing industry in a rapidly evolving digital environment.
Description
Keywords
Leitura digital Comportamento do consumidor Mercado editorial HĂĄbitos de leitura Fatores determinantes