Location

Level 0, Open Space, Owen G. Glenn Building

Start Date

12-15-2014

Description

Although the emerging paradigm of E-book has been mushrooming at phenomenal rate, there has been few studies regarding the E-book market and its influence on the existing paper book channel. Therefore, to fill the existing gap we investigate the extent to which the E-book release substitutes or complements demand for the paper book. Using demands of 1828 randomly selected book titles from 2010 to 2013, we conduct an empirical analysis on this question. Our preliminary results suggest that the E-book release complements demand for the paper book, but this effect is largely dominated by categories that users prefer to read with E-book version. Moreover, the aggregated demand of both paper and E-book version exhibits an increase even after considering the consumer preference. In contrast, the books that appeared on the best-selling lists exhibits substitution effects by E-book. Our findings suggest important and practical implications to the participants in book markets.

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Dec 15th, 12:00 AM

How Consumers’ Content Preference Affects Cannibalization: An Empirical Analysis on E-book Market

Level 0, Open Space, Owen G. Glenn Building

Although the emerging paradigm of E-book has been mushrooming at phenomenal rate, there has been few studies regarding the E-book market and its influence on the existing paper book channel. Therefore, to fill the existing gap we investigate the extent to which the E-book release substitutes or complements demand for the paper book. Using demands of 1828 randomly selected book titles from 2010 to 2013, we conduct an empirical analysis on this question. Our preliminary results suggest that the E-book release complements demand for the paper book, but this effect is largely dominated by categories that users prefer to read with E-book version. Moreover, the aggregated demand of both paper and E-book version exhibits an increase even after considering the consumer preference. In contrast, the books that appeared on the best-selling lists exhibits substitution effects by E-book. Our findings suggest important and practical implications to the participants in book markets.