This thesis focuses on the shift in digital reading habits, especially the purchasing intentions of consumers in the ebook market. It examines the evolution of digital reading behavior, noting a significant increase in preference for ebooks following the COVID-19 outbreak in 2020, which transformed print books into digital publications. This shift has altered the publishing industry's business model and the interaction between authors and readers. The rise of the subscription economy has changed reading patterns and disrupted traditional sales and distribution methods. The literature review incorporates various studies on the e-book market and applies the Theory of Planned Behavior and the Stimulus-Organism-Response Model to understand consumer decision-making in ebook subscription services. Additionally, this research uses surveys to analyze factors affecting purchasing intentions, identifying key influences like personal attitudes, social norms, and perceived behavioral control, and how these vary among different consumer groups.
