An Analysis of College Students’ E-book Consumption Behavior: A sample of Students from 3 Universities of Guangxi, China

Abstract

E-books provide a more convenient, fast and cost-effective way of reading in the new era. This new way of reading has changed the reading ecology in the current society. The contents of e-books and reader devices have achieved more innovation and enrichment and have enriched the reading experience and perception. As one of the consumer groups of book reading, college students can better introduce e-book industry chain and supply chain policies if we observe their consumption motives, psychology, and behavior, which would help Chinese college students increase their interests in e-book reading, help college students master knowledge and increase skills. In this paper, 1,020 valid samples from 3 universities in Nanning, Guangxi, China are obtained by random sampling method, and the sample situation is statistically analyzed.Taking college students’ e-book consumption as research object, this research intends to analyze the characteristics of college students’ e-book consumption and explore the developing direction of college students’ e-book consumption, so as to provide reference for the industry and to provide suggestions for the optimization of the industry chain and value chain.

First of all, at the micro level, studying the consumption behavior of e-books of college students will understand their motives, their consumption psychology, consumption intentions and consumption quotas for e-books, which can provide sufficient basis for relevant decision-making work in various aspects such as the production of e-book marketing strategies for college students.Secondly, at the level of colleges and universities, studying the e-book consumption behavior of college students will help colleges and universities to correctly and comprehensively understand the reading needs of college students, and it will be convenient for colleges and universities to combine the e-book reading characteristics of college students and make good use of library to provide unimpeded e-book reading channels for college students.Thirdly, at the national level, if the country wants to lay a foundation of knowledge for future builders, it must have good industry policies and macro methods to guide the reading behavior of college students.