To Split or to Merge? How Partitioning Affects Consumption and Engagement with Digital Content

This study reveals how partitioning serialized e-books into many short episodes (small partitioning (SP)) or fewer but lengthier segments (large partitioning (LP)) shapes reading behavior and economic outcomes. Using actual consumption data, we find that SP fosters higher total word consumption but can reduce overall progression through a title. Conversely, LP boosts completion rates, encourages deeper engagement through annotations and reviews, and spurs subsequent purchases. These positive effects are stronger when a book is popular or high in quality. Our results challenge the conventional view that shorter episodes automatically increase user attention, highlighting the need for a tailored approach. Stakeholders can implement LP for well-regarded or lengthy titles to maximize reader satisfaction and stimulate both reviews and further sales. Smaller partitions, however, might be beneficial for shorter works under a pay-per-word scheme or for certain audience preferences. By aligning partitioning strategies with content characteristics, publishers and platform owners can maintain robust consumer engagement, manage possible drawbacks of segmentation, and support sustainable growth. This research provides clear, actionable insights for digital publishing professionals seeking to optimize user experiences and drive profitability. These findings also encourage further inquiry into how partitioning strategies interact with rapidly evolving consumer preferences and reading technologies.

• 저널Information Systems Research · 36(4) · 2170–2190
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.1287/isre.2022.0568
• 저자Heeseung Andrew Lee, Angela Aerry Choi, Wonseok Oh, Tianshu Sun