Rethinking Reading with E-Books: A Consumer Value Perspective

(disponible en anglais seulement)

[VERSION EN PRÉPUBLICATION]

Fatma Choura

Fatma Choura, HDR, is assistant professor at Higher Institute of Management, University of Tunis, after many years at Higher Institute of Computer Science, University of Tunis El Manar. She is researcher affiliated to Laboratory LIGUE, La Manouba, Tunisia. She is reviewer for indexed management and marketing academic journals, and she is member of the scientific committee of national and international conferences. Her research interests include cultural and arts marketing, digital reading behavior, digital marketing, advertising, retail, gaming and tourism.

ABSTRACT
This study aims to investigate e-reading behavior from a value-focused perspective with reference to the Theory of Consumption Values (TCV). Attitude toward e-books and commitment to the e-reading community are studied. The moderating roles of gender and age in the impact of consumption values on attitude is tested. A quantitative online survey was conducted among 203 participants. The results confirm the significant effects of emotional, functional, and monetary values on attitudes. Moreover, social value is a key driver of community commitment. However, the moderating effects of gender and age were not supported. This study contributes to the literature on cultural consumption, proposing a contextualization of the TCV in a digital reading context. It offers insights into the social, emotional, and utilitarian motivations of screen reading behavior.
KEYWORDS
Attitude toward e-books; commitment to the e-reading community; consumption values; e-books; theory of consumption values