Factors Influencing the Decision in Using a Novel Reading Application of the Generation Y and Z
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The purpose of this study was to find factors affecting the decision in using a novel reading application of the generation Y and Z. The studied factors were personal factors, novel reading behaviors, and current marketing mix. The data utilized in this study were primary data obtained from collecting online questionnaires of 400 readers, who read the novels from books and applications, during February to March, 2022, and the data was analyzed by a logit model. The results found that the factor that had an effect on the decision in using the novel reading application of the generation Y and Z were genders, age, average time in reading each novel, influencing people toward the decision, product and marketing promotion factors. The novel reading application’s entrepreneurs, marketing department, and other related people can use the results of this study as a guideline to improve the service, as well as setting marketing strategies to meet with the needs of the target groups which is changing rapidly due to the globalization trends, so that they can acquire more customer and more services in the future.
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