E-book is a new way of reading that uses digital technology to present book content on electronic devices. In recent years, it has been rapidly developed and popularized worldwide. The advantages of e-books are saving paper resources, convenient carrying and storage, rich multimedia functions, and close integration with the Internet, providing readers with more choices and convenience. However, the competition in the e-book industry is becoming increasingly fierce, which has higher requirements and challenges for consumers' needs and behaviors. How to effectively understand and meet the needs of consumers and improve consumer loyalty and satisfaction is an important issue in the e-book industry. Therefore, it is of great significance to choose the appropriate consumer research method for the market research and marketing strategy of the e-book industry.

Characteristics and classification of e-book consumers

E-book consumers refer to people who read e-books through various electronic devices (such as smart phones, tablet computers, e-book readers, etc.). eBook consumers have the following characteristics:

Age distribution: E-book consumers are mainly concentrated in the group of young people aged 26-45, accounting for 60.0. This group has a higher education level and income level, and has a strong acceptance of new technologies and new products. Ability and consumption ability.

Geographical distribution: e-book consumers are mainly distributed in the economically developed East China and South China, accounting for 51.4 percent, where the population density is high, the pace of life is fast, and there is a greater demand for fragmented reading.

Reading channels: e-book consumers prefer to read with e-book APP and e-book websites, accounting for 62.4 percent and 43.6 percent. These channels provide rich e-book resources, convenient reading experience and various interactive functions.

Reading scenes: The reading scenes of e-book consumers show the characteristics of fragmentation. Fragmented scenes such as waiting for people and going to the toilet become the primary reading scenes of users, accounting for 56.4 percent, while bedtime and commuting are also important digital reading scenes for users, accounting for 43.0 percent and 35.2 percent respectively.

According to the reading preferences and behaviors of e-book consumers, they can be divided into the following four categories:

Heavy readers: this kind of consumers have strong interest and demand for e-books. They read more than 2 hours a day. The reading content involves many fields and types. They have higher requirements for the quality and service of e-books. They are willing to pay for e-books and have a high degree of participation in the recommend and comments of e-books.

Light readers: this kind of consumers have certain interest and demand for e-books. The reading time is between 1-2 hours a day. The reading content is relatively single and fixed. They have certain requirements for the quality and service of e-books. They are not willing to pay for e-books and have a low degree of participation in the recommend and comments of e-books.

Leisure readers: this kind of consumers have no clear interest and demand for e-books. They read less than one hour a day. The reading content is mainly entertainment and recreation. They have no clear requirements for the quality and service of e-books. They are not willing to pay for e-books and have no participation in the recommend and comments of e-books.

Potential readers: This type of consumer has potential interest and demand for e-books, but due to various reasons (such as lack of time, lack of suitable equipment, lack of suitable content, etc.), they do not actually read them, and they have no understanding of the quality and service of e-books, and they have no attitude towards the payment and interaction of e-books.

Comparison and Selection of Consumer Research Methods

Consumer research refers to the process of collecting and analyzing consumer information in various ways to understand and meet consumer needs and improve consumer loyalty and satisfaction. Consumer research methods are mainly divided into qualitative methods and quantitative methods.

Qualitative methods refer to methods that deeply explore consumers' motivations, attitudes, feelings, thoughts and other internal psychological factors through unstructured or semi-structured methods. The advantage of a qualitative approach is the ability to uncover deep consumer needs and potential problems, providing a wealth of detail and insight to increase consumer understanding and empathy. The disadvantage of qualitative methods is that it is difficult to quantify and summarize, the representativeness and credibility of the interviewees are low, and the subjective influence of the researchers is large, and it is difficult to promote and generalize. The main forms of qualitative methods are:

Focus symposium: refers to a method in which a moderator guides 6-12 interviewees to have a free discussion on a certain topic. The advantage of the focus forum is that it can stimulate interaction and communication between interviewees, generate new ideas and opinions, and increase the diversity and richness of data. The disadvantages of the focus forum are that the number and structure of the interviewees are difficult to control, the guidance and control ability of the host is limited, and the quality and efficiency of the discussion are not necessarily high.

In-depth interview: refers to the method by which a researcher conducts a long-term (usually 1-2 hours) personalized and in-depth dialogue with a respondent. The advantage of in-depth interviews is that they can fully tap the interviewees' inner world, obtain more details and reasons, and increase the depth and authenticity of the data. The disadvantages of in-depth interviews are that the number and choice of interviewees are difficult to guarantee, the skills and experience of researchers are demanding, and the recording and analysis of conversations are complex and subjective.

Project method: refers to the method of indirectly reflecting the psychological state and attitude of the interviewee by allowing the interviewee to complete some creative and expressive tasks, such as painting, jigsaw puzzles, role playing, etc. The advantage of the project method is that it can break through the surface answers of the interviewees, reveal the subconscious and hidden needs of the interviewees, and increase the innovation and inspiration of the data. The disadvantages of the project method are that the participation and cooperation of the interviewees are difficult to guarantee, the interpretation and judgment of the researchers are difficult and consistent, and the design and implementation of the task is difficult and time-consuming.

Quantitative methods are methods that collect and analyze measurable data such as the number, frequency, proportion, and distribution of consumers in a structured or standardized manner. The advantage of quantitative methods is that they can reflect the overall characteristics and patterns of consumers, provide reliable statistical results and evidence, and increase the generalization and comparison of consumers. The disadvantage of quantitative methods is that it is difficult to capture the subtle differences and individual needs of consumers, ignore the emotions and values of consumers, and reduce the understanding and empathy of consumers. The main forms of quantitative methods are:

Questionnaire survey: refers to the method of designing a series of questions to let the interviewees answer in a certain format and order. The advantage of questionnaire survey is that it can collect a large amount of data, facilitate quantitative and statistical analysis, and improve the validity and comparability of data. The disadvantage of the questionnaire survey is that the choice and answer of the interviewees are limited by the questions, it is difficult to reflect the real thoughts and feelings of the interviewees, and it is easy to produce errors and deviations.

Experimental method: refers to the method of observing and measuring the reaction and behavior of consumers under different conditions by controlling some variables. The advantage of the experimental method is that it can determine the causal relationship of consumers, verify the assumptions and theories of consumers, and improve the scientificity and accuracy of data. The disadvantages of the experimental method are the low naturalness and representativeness of the respondents, the complexity and cost of the design and implementation of the experiment, and the influence and interference of many factors on the results of the experiment.

Observation method: refers to the method of observing and recording the behavior and performance of consumers directly or indirectly. The advantage of the observation method is that it can obtain the original data of consumers, avoid the subjective interference and prejudice of consumers, and improve the authenticity and objectivity of the data. The disadvantage of the observation method is that it is difficult to observe and record the inner psychology of consumers, to explain and understand the behavior and performance of consumers, and to control and evaluate the quality and effect of observation.

The choice of consumer research methods should be based on different purposes and scenarios. No method is perfect, and no method is suitable for all situations. In general, qualitative methods are more suitable for exploratory consumer research, such as discovering consumer needs and problems, generating consumer insights and ideas, and building consumer models and frameworks. Quantitative methods are more suitable for confirmatory consumer research, such as testing consumer preferences and satisfaction, assessing consumer impact and effectiveness, and predicting consumer behavior and trends. In addition, qualitative and quantitative methods are not mutually exclusive, but can complement and combine to form a complete consumer research process.

Construction and Application of Consumer Research Framework

Based on the above analysis, this paper proposes a consumer research framework that integrates qualitative and quantitative methods. The framework includes the following four stages:

Problem definition: refers to the stage of clarifying the purpose and scope of consumer research, determining the problems and assumptions of consumer research, and formulating plans and programs for consumer research. At this stage, it is necessary to fully understand the background and current situation of the e-book industry, analyze the opportunities and challenges of the e-book industry, clarify the goals and strategies of the e-book industry, and the focus and difficulties of consumer research.

Data collection: refers to the stage of collecting consumer information and data from different channels and angles by selecting appropriate consumer research methods. At this stage, it is necessary to use a combination of qualitative and quantitative methods, such as focus seminars, in-depth interviews, project methods, questionnaires, experimental methods, observation methods, etc., to obtain quantitative and qualitative data on consumers, covering different characteristics and classifications of consumers and reflecting their different needs and behaviors.

Data analysis: refers to the stage of organizing, summarizing, interpreting, verifying and predicting the collected consumer data through the use of appropriate data analysis techniques. At this stage, it is necessary to use a combination of qualitative and quantitative analysis, such as content analysis, discourse analysis, thematic analysis, factor analysis, cluster analysis, regression analysis, structural equation modeling, etc., to discover consumer patterns and relationships, generate consumer insights and ideas, and build consumer models and frameworks.

Results Presentation: The stage in which the results and recommendations of consumer research are communicated to relevant stakeholders in a clear, powerful and interesting form by selecting the appropriate way to present the results. At this stage, it is necessary to use text, charts, pictures, videos, stories, cases, etc. comprehensively to show the characteristics and classification of consumers, explain the needs and behaviors of consumers, explain the influence and effects of consumers, and put forward consumer suggestions and strategies.

In order to illustrate and apply the framework, this paper combines the actual case of Shangpu consulting company to illustrate and apply. Shangpu Consulting is a company specializing in market research and marketing consulting. It once provided consumer research services for an e-book platform. The e-book platform aims to become the largest e-book provider in China, providing high-quality e-book content and services to meet the reading needs of different consumers. In order to achieve this goal, the e-book platform needs to understand and analyze consumer needs and behaviors, and formulate effective marketing strategies and programs. Therefore, the e-book platform commissioned a consumer survey conducted by Shangpu Consulting, the specific process and results are as follows:

Problem definition: In the communication and negotiation with the e-book platform, Shangpu Consulting Company clarified the purpose and scope of consumer research, determined the problems and assumptions of consumer research, and formulated plans and plans for consumer research. The main questions and assumptions of consumer research are:

What are the characteristics and classification of the needs and behaviors of e-book consumers?

How high are e-book consumers' expectations and satisfaction with e-book platforms?

What are the influencing factors and changing trends of e-book consumers' reading preferences and habits?

How willing and loyal are e-book consumers to pay?

What are the contents and effects of the recommend and comments of e-book consumers?

Data collection: according to the problems and assumptions of consumer research, Shangpu consulting company has selected the appropriate consumer research methods, and collected consumer information and data from different channels and angles. Specific methods and data are:

Focus symposium: Champu Consulting invited 24 e-book consumers, divided into four groups, each led by a host, on e-book demand, satisfaction, preferences, habits, payment, recommend and other topics were freely discussed. Each group's discussion lasted 90 minutes, and the process and results of the discussion were recorded and recorded. Through the focus forum, Shangpu consulting company collected the quality data of consumers, found the deep needs and potential problems of consumers, and generated the insight and creativity of consumers.

Questionnaire survey: Shangpu Consulting Company designed a questionnaire containing 30 questions, covering the needs, satisfaction, preferences, habits, payment, recommend and other aspects of e-books, using online and on-site methods, to 1000 e-books Consumers were distributed and recycled. The recovery rate of questionnaires was 85%, and the number of valid questionnaires was 850. Through the questionnaire survey, Shangpu Consulting Company collected the quantity data of consumers, reflected the overall characteristics and laws of consumers, and provided reliable statistical results and evidence.

Experimental method: Using the data of the e-book platform, Shangpu Consulting Company randomly grouped 200 e-book consumers, gave different e-book content and services, and observed and measured consumers' reactions and behaviors under different conditions, such as reading time, reading frequency, reading type, reading evaluation, reading conversion, etc. Through the experimental method, Champ Consulting collects consumer behavior data, determines consumer causality, and verifies consumer assumptions and theories.

Data Analysis: Based on the collected consumer data, Shangpu Consulting has used appropriate data analysis techniques to organize, summarize, interpret, verify, and predict the data. Specific techniques and results are:

Content analysis: Champu Consulting conducted a content analysis of the audio and recording of the Focus Symposium, extracting consumers'Keywordsand themes, analysis of consumer motivation, attitudes, feelings, thoughts and other internal psychological factors, generated consumer portraits and stories. The results of content analysis show that the needs and behaviors of e-book consumers are affected by many factors, such as personal interests, habits, values, emotions, etc., as well as external environment, society, culture, etc., forming different reading preferences and Habits, such as reading time, place, frequency, type, method, etc. The results of content analysis also show that e-book consumers' expectations and satisfaction with the e-book platform are mainly reflected in the following aspects: the content quality and quantity of e-books, the price and payment method of e-books, the reading experience and service of e-books, the recommend and comment function of e-books, and the social and interactive functions of e-books.

Factor analysis: Champ Consulting conducted a factor analysis of the data from the questionnaire, reduced the dimensions and classified the needs and behaviors of consumers, extracted the main characteristics and factors of consumers, analyzed the differences and similarities of consumers, and established the model and framework of consumers. The results of factor analysis show that the needs and behaviors of e-book consumers can be summarized into the following four factors: the purpose of reading, the content of reading, the way of reading, and the result of reading. According to these four factors, e-book consumers can be divided into the following four categories: heavy readers, light readers, casual readers, and potential readers. The results of factor analysis also show that different types of consumers have different priorities and levels of expectation and satisfaction with the e-book platform. For example, heavy readers pay more attention to the quality and quantity of e-book content, light readers pay more attention to the price and payment method of e-book, leisure readers pay more attention to the reading experience and service of e-book, Potential readers pay more attention to the recommend and comment function of e-book.

Structural equation model: Champ Consulting analyzed the data of the experimental method, established the relationship model between consumer demand and behavior and the influence and effect of the e-book platform, analyzed the path and weight of consumers, and predicted the behavior and trend of consumers. The results of the structural equation model show that consumer demand and behavior have positive and negative effects on the influence and effect of the e-book platform, such as the purpose of reading has a positive impact on the loyalty of the e-book platform, the content of reading has a positive impact on the satisfaction of the e-book platform, the way of reading has a positive impact on the conversion rate of the e-book platform, and the result of reading has a positive impact on the word of mouth of the e-book platform. The results of the structural equation model also show that the relationship between consumer demand and behavior and the influence and effect of the e-book platform is regulated and mediated by a variety of variables, such as the personal characteristics of consumers, the functions and characteristics of the e-book platform, Competition and changes in the market.

Presentation of results: According to the results and suggestions of consumer research, Shangpu Consulting Company chose the appropriate way to present the results, and conveyed the results and suggestions of consumer research to the relevant stakeholders of the e-book platform in a clear, powerful and interesting form. Specific ways and contents are:

Report: Shangpu Consulting Company has compiled a detailed report, which contains the background, purpose, method, results, analysis, suggestions and other contents of consumer research, and shows the whole process and importance of consumer research in the form of text, charts and pictures.Conclusion, provides an authoritative reference for the e-book platform.

Presentation: Champ Consulting has produced a refined presentation that highlights the core issues and key insights of consumer research, and shows the highlights and ideas of consumer research in the form of videos, stories, and cases, providing an attractive visual material for the e-book platform.

Workshop: Shangpu Consulting Company organized an interactive workshop, inviting the management, technical and marketing layers of the e-book platform to participate, showing the application and effect of consumer research in the form of games, discussions and simulations, providing an interesting experience activity for the e-book platform.

Through the above consumer research, Shangpu Consulting Company provides the following suggestions and strategies for the e-book platform:

For different types of consumers, provide different e-book content and services, such as providing more high-quality and diversified e-book resources for heavy readers, and providing more discounts and flexible payment methods for light readers. Provide more convenient and comfortable reading experience for casual readers, and provide more guidance and incentive recommend functions for potential readers.

Use the multimedia and Internet characteristics of e-books to improve the interactivity and sociality of e-books, such as increasing the audio, video, animation and other elements of e-books, increasing the functions of e-books such as comments, sharing, and rewards, and increasing e-books. Communities, circles, activities and other platforms increase consumer participation and loyalty.

Pay attention to the changes and trends of e-book consumers, constantly update and optimize the content and services of e-books, such as timely adjustment and improvement of the quality and quantity of e-books according to consumer feedback and evaluation, timely analysis and prediction of e-book demand and preference according to consumer behavior and data, and timely formulation and implementation of e-book marketing strategies and programs according to the influence and effect of consumers.

Conclusion

This paper discusses the method selection of consumer research in the e-book industry, analyzes the characteristics and classification of e-book consumers, compares the advantages and disadvantages of different consumer research methods and applicable scenarios, puts forward a comprehensive use of qualitative and quantitative methods of consumer research framework, and combines the actual case of Shangpu Consulting Company to illustrate and apply. This paper has a certain reference value and guiding significance for the market research and marketing strategy of the e-book industry.