The Influence of Social Factors on the Consumer Behavior of Students in Purchasing E-Books

Abstract

The modern eBook market has witnessed significant changes in recent years, influenced by the spread of digital technologies and the increasing importance of social factors in consumer behavior. This research proposal aims to study the influence of social factors on customers' eBook purchasing behavior. In today's digitally connected world, consumers are not only influenced by the content of eBooks but also by various social factors, such as friends' recommendations, reviews on social media, and cultural trends. Understanding how these social factors influence eBook purchasing behavior is vital for publishers, authors, and marketers in the eBook industry. In this research, data on the impact of social factors on the purchasing behavior of eBooks was collected from respondents via a structured questionnaire survey using Google forms. This research data was obtained using random sampling, where a sample of 57 participants was obtained. The study's findings indicate that a significant proportion of respondents had a low frequency of reading. It was additionally suggested that the majority of respondents seldom follow advice from friends. Furthermore, research suggests that most participants hold the perspective that reviews on social media do not have an impact on their decision to purchase eBooks. The majority of respondents, approximately 64.9%, hold the belief that cultural trends have little impact on the trustworthiness of recommendations regarding eBooks. This indicates that most respondents do not perceive these recommendations as successful. According to the data, nearly half (49.1%) of the replies indicate that faith in recommendations does not influence customer conduct.