Consumer Behavior in Press Sector: The Influence of Reasons for Reading on the Choice of Digital Channel

ABSTRACT The development of the Internet in recent years is affecting working of most businesses. One of the sectors most affected is journalism, which is becoming more and more important on the Web. This study analyzes the dual nature of computing mediums from the perspective of demand, contrasting the existence of differentiated reading behaviors between the digital and traditional medium. We also identify the motivations behind reading the press and analyze the relationship between these motivations and the choice of the digital press. Thus, the two mediums could be considered complementary products, since they satisfy just one need and it is the same for both, but at the same time are associated with different reasons and occasions of use.

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