This study examines consumer perceptions of revenue distribution among authors, publishers, and retailers for physical and digital book formats, along with perceived price fairness and purchase intentions. Study1 reveals that consumers attribute higher revenue to authors and less to publishers for digital books (compared to physical ones). Higher attribution is associated with perceived outcome price fairness for digital books. However, physical books still command a higher willingness to pay and willingness to buy. Study 2 demonstrates that explicit cues about high author compensation significantly increase purchase likelihood and WTP for digital books but do not significantly affect perceived price fairness. Consumers with higher authorial remuneration concerns and those who perceive higher value in digital books are more influenced by these cues. These findings suggest that transparent communication about author compensation could effectively enhance purchase intentions for digital books, especially among digital reading enthusiasts.
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