Analysis of Brand Attitudes and Switching Intentions according to E-book Platform Design Preferences

E-book platforms play a critical role beyond merely providing content; they shape user experience and brand image. This study aims to analyze the impact of e-book platform design preferences on user attitudes and behaviors, offering practical guidance for design strategy development. Through case studies and empirical research, it was confirmed that the design of major e-book platforms focuses on user experience and content navigation. These platforms adopted differentiated strategies, such as enhancing emotional experiences, data management, and navigation efficiency, to improve user satisfaction. The empirical analysis revealed that reliability, aesthetics, and functionality significantly influenced brand attitude, while reliability, symbolism, creativity, and aesthetics significantly affected switching intention. Notably, reliability emerged as the most influential factor in both brand attitude and switching intention. This study drew implications that reliability should be considered first in e-book platform design, reflect aesthetics and functionality in a balanced way, and strengthen symbolism to highlight brand identity and differentiation. In addition, it was suggested that a design that supports personalized experiences, intuitive interfaces, and social interaction is essential for increasing user satisfaction and loyalty.