數位發行的關鍵行銷因素

Critical Marketing Factors for Digital Publishing

無紙化的數位出版事業隨著網際網路的擴散與資訊技術的進步，正方興未艾，但猶待更有效的成長策略。本研究以出版商的立場，從行銷的觀點探討消費者訂閱數位出版品的關鍵因素。經由調查資訊科技的領先使用者—資訊專業人員，而挖掘價格誘因、產品組合、促銷吸引力、通路自由度等四類因素的影響效果。發現產品組合因素最受重視，表現出顯著的訂閱承諾，然而價格誘因率通常產生促銷吸引力，繼而影響產品組合的重視程度，最後再反應到購買意願。同時，本研究發現紙版與網路數位版的綁售威力，可避免新舊產品線之間的掠奪效果；並在實務意涵上，對新進的數位出版廠商，或既存的傳統出版商，提出數位發行的行銷策略。

The paperless and digital publishing indeed emerges after the wave of Internet diffusion but still needs the effective growth strategy. This research stands on the viewpoint of publisher to explore the critical marketing factors for increasing the subscription of digital publishing. We investigated the IT lead user, the IT professionals, about their subscribing intention caused by four types of marketing strategy, including the price inducement, product mix, promotional attraction, and the diversity of channel. And we found that only the product mix could stimulate significantly the higher purchasing commitment. In the further path analysis, the price inducement enhances the promotional attraction first, and then positively impacts on the product mix, and finally increases the subscribing intention. Besides, this research reveals the power of bundling between digital and paper publishing could remove the possible damage of cannibalization. At last, we propose empirical digital publishing strategies of to the new entrants and the incumbents.