紙出版物利用者と紙・電子出版物併用者の意識や行動の定量分析

抄録

In Japan, the print publication market has declined over the past 14 years. However, the market for electronic publications (e-publications) has recently expanded. The objective of this study is to offer suggestions for accelerating both print publication and e-publication use by consumers. For this purpose, we constructed five hypotheses concerning the differences in awareness and behaviors of two groups of consumers: those who use only print publications (P-users) and those who use both print publications and e-publications (E-users). We conducted a consumer survey and analyzed consumer responses to verify the hypotheses. Our results indicated the following: 1) Both types of users prefer to go to bookstores and physically select books. E-users purchase print publications more often through the Internet than do P-users. 2) E-users evaluate the advantages of e-publications higher than P-users do, whereas many P-users cannot actually identify the advantages of e-publications. 3) E-users use print publications and e-publications according to the genres of the publications. 4) Print publications are often read thoroughly, whereas e-publications are often read by users while they participate in another activity. The results of these analyses enabled us to provide suggestions for promoting the use of both print publications and e-publications.