The publishing market has undergone significant changes in recent years due to various developments arising from the technological revolution and the increasing use of devices such as smartphones. Although the e-book serves as an ideal substitute for printed books, it has prompted many changes in the market regarding reading habits and consumer purchasing behavior. This paper investigates how the emergence of e-books in the publishing market has influenced reading habits and consumers’ purchase intentions. For this purpose, a survey was administered to 385 people, 179 of whom regularly read e-books. The results indicate that e-books have shaped readers’ preferences, including which formats they read, the literary genres they prefer, reading locations, and the devices used for reading. Additionally, it was found that price is an inconsistent factor from the consumer’s perspective, as satisfaction with e-book pricing fluctuates. This study also aims to deepen the understanding of the impact of e-books on the publishing market and the characterization of price as an inherent and inconsistent factor in the purchasing decision. In conclusion, the results suggest the need for continuous innovation by publishers to meet changing consumer preferences and to define a pricing policy that is more dynamic and sensitive to the perceived value by readers.