Consumo multiplataforma de conteúdo digital: o caso do mercado de e-books

• Ano de defesa: 2014
• Autor(a) principal: Silva, Priscila Karrer Figueiredo da
• Orientador(a): Nunes, José Mauro Gonçalves
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Palavras-chave em Português: Hábito; Atitudes; Attitudes
• Palavras-chave em Inglês: Habits; E-books
• Link de acesso: http://hdl.handle.net/10438/13146

The research problem of this thesis lies in the question of what are the factors of adoption and resistance to the consumption of e-books on digital platforms. A qualitative exploratory study was used to analyze this. During data collection, beyond the literature search a field survey was carried out to obtain empirical data, with 12 in-depth interviews, using a semistructured script. Data was analyzed using the method of content analysis. Furthermore, this work is structured as follows: Chapter 1 the research problem is presented and contextualized as well as the goals and assumptions of this dissertation; Chapter 2 addresses the appropriate, consistent theoretical framework in e-books market, habits, attitudes, and the relationship between habits and attitudes; in Chapter 3 the research methodology used is presented; in Chapter 4 the results of field research are presented and analyzed; in Chapter 5 the concluding remarks on this work are presented. Thus, it was sought to articulate through this study, the adoption of consumer e-books on the theory of consumer habits and attitudes toward technology.