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_e _e _aJoselito C. Bolinao Jr, Camille R. Merano, Claudie R. Papa, Joshua Renaldee L. Salcedo, John Patrick S. Santos, and Marcis Roce C. Victor. _d _b4 _u _c0 _q16 |
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_a _aA Comparative Study between Printed and Digital Publication: Identifying digital natives' preference towards their purchasing decisions / _d _b _n _cJoselito C. Bolinao Jr, Camille R. Merano, Claudie R. Papa, Joshua Renaldee L. Salcedo, John Patrick S. Santos, and Marcis Roce C. Victor. _h6 _p |
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_3 _3 _a _d _b _c201546 |
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_e _e _c28 cm. _a97 pages _b |
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_3 _30 _b _aunmediated _2rdamedia |
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_a _aBusiness Research (BSBA major in Marketing Management) Pamantasan ng Lungsod ng Maynila, 2015. _d _b _c56 |
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_b _b _c _aABSTRACT: This research is entitled A Comparative Study Between Printed and Digital Publication: Identifying Digital Natives Preference in their Purchasing Decisions and this aims to determine the digital natives preference in purchasing a printed and digital publication, taking into consideration the several factors that affects their perspective regarding the said matter. This study was conducted because publishing industry is greatly known for producing and distributing printed publications, on the other hand, we are already in the digital age and multiscreen gadgets are everywhere and readers has now a wider options on selecting the type of publication that they choose to read. There is an opportunity for the said industry to adapt the benefits of going on with the trend in publication through digital publishing. However the characteristics of book denotes it as a tangible material that gives a physical possession as well as transferable from one reader to another. Consequently, the researchers set several objectives that composed the main essence of the goal. These include relationship establishments between some variables and their validity under certain conditions which is discussed further in the paper. The findings reflect that the most of the readers still prefer reading and purchasing printed books over digital ones while some are more inclined towards digital books, considering several factors and the framework used is not valid for the publishing industry because the results revealed that there are no relationships with the established variables. _u |
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