Reading Behaviour In The Digital Age: Impact Of Covid-19 On Consumer Behaviour

• Authors: Paveleková Jana , Čábyová Ľudmila , Hrušková Alena
• Languages of publication: EN

Abstracts

EN

People’s lives have been significantly affected by the Covid-19 pandemic, including their shopping behaviour. The authors of the article characterized the individual generations, their shopping behaviour and their relationship to reading and buying books with a focus on e-books. Due to the significant change to the online environment, there may be a presumption that the current situation has an impact on the reading of e-books across all generations. The aim of the research was to find out what effect the pandemic has on the reading and purchasing of e-books and how consumers behave, what their consumer habits are and what influences their shopping behaviour. The paper publishes the results of research conducted by electronic surveying on a sample of 658 respondents. The results showed that the generation influences the purchase of e-books during the Covid-19 pandemic, while respondents prefer to shop in domestic e-shops. The results of the research will be offered to publishers to be able to adapt their marketing strategy and respond to the changes that the current Covid era brings. The research was carried out in Slovakia, in the following period the authors will focus their attention on the countries of Central Europe.

Keywords

EN

E-books; Consumer behaviour during; Covid-19; Generations; Digital reading; Digital media; Marketing communication

• Publisher: Fakulta masmediálnej komunikácie Univerzita sv. Cyrila a Metoda
• Journal: Media Literacy and Academic Research
• Year: 2021
• Volume: 4
• Issue: 2
• Pages: 25-41
• Physical description: media literacy, media education
• Document type: article

Contributors

author

Paveleková Jana

• University of Ss. Cyril and Methodius, Faculty of Mass Media Communication

author

Čábyová Ľudmila

• University of Ss. Cyril and Methodius Faculty of Mass Media Communication

author

Hrušková Alena

• University of Ss. Cyril and Methodius Faculty of Mass Media Communication