Marketing curricula are experiencing a digital disruption as e-books and other electronic educational resources replace print textbooks. This study investigates student perceptions about the effectiveness of print textbooks and e-books. Specifically, we focus on the perceived effectiveness of e-books and the impact on student engagement. A field-based quasi-experiment was conducted with a sample of 259 students in the Fall semester, and a follow-up sample of 395 students in the Spring semester. The results show a diverse impact of e-books on student engagement. Some aspects of engagement are positively affected while other aspects of student engagement exhibit a neutral or negative leaning impact. The findings also reflect significant variation in e-book effectiveness depending on the course. Finally, we find that e-books moderate the relationship between textbook effectiveness and academic performance engagement. Highly effective e-books result in higher levels of academic performance engagement. Collectively these findings shed light on the current situation and provide a foundation for additional research to further our understanding about e-book effectiveness and its relationship to student engagement.

随着电子书和其他电子教育资源取代印刷教科书，营销课程正在经历数字化颠覆。本研究调查了学生对印刷教科书和电子书有效性的看法。具体而言，我们关注电子书的感知有效性以及对学生参与度的影响。秋季学期对 259 名学生进行了实地准实验，春季学期对 395 名学生进行了后续样本。结果显示电子书对学生参与度的影响多种多样。参与的某些方面受到积极影响，而学生参与的其他方面则表现出中性或消极的影响。调查结果还反映了电子书有效性的显着差异，具体取决于课程。最后，我们发现电子书可以调节教科书有效性和学业成绩参与度之间的关系。高效的电子书可提高学习成绩的参与度。总的来说，这些发现揭示了当前的情况，并为进一步研究提供了基础，以进一步了解电子书的有效性及其与学生参与的关系。