摘要：This study examines the differences in behavior perspectives between the users of ebooks and printed books. The study focuses on a range of behavioral issues about ebook adoptions. These managerial issues will not only be strategic to the publishing industry and the paper industry’s bottom lines, but will also impact our future environment. The study finds the respondents spent slightly more time on reading printed books compare to ebooks. Digital books, however, have significant advantages in many aspects over the printed books. Although ebook adoption is a rapidly growing trend, it still lacks some of the advantages of the traditional printed books, e.g. there are many different and incompatible platforms for the usage of ebooks, and the consumers do not need to have the concern of a copyright for printed books. The findings of this preliminary study suggest that publishers may need to promote ebooks more aggressively and not only as a way to reduce the cost, but also as a way to preserve our global environment.
