英文摘要
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The paperless and digital publishing indeed emerges after the wave of Internet diffusion but still needs the effective growth strategy. This research stands on the viewpoint of publisher to explore the critical marketing factors for increasing the subscription of digital publishing. We investigated the IT lead user, the IT professionals, about their subscribing intention caused by four types of marketing strategy, including the price inducement, product mix, promotional attraction, and the diversity of channel. And we found that only the product mix could stimulate significantly the higher purchasing commitment. In the further path analysis, the price inducement enhances the promotional attraction first, and then positively impacts on the product mix, and finally increases the subscribing intention. Besides, this research reveals the power of bundling between digital and paper publishing could remove the possible damage of cannibalization. At last, we propose empirical digital publishing strategies of to the new entrants and the incumbents.
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