When we buy something we need to feel that we have something real for the money. Many people still order a CD version of software they buy online for at reason. Companies put extras in the box to make people feel good about their purchases. Apple includes some logo stickers in theirs for example.
When you buy music, video of books online, you lose that connection with something real and nifty. There's no sticker or souvenir bookmark or prize in the box because there is no box.
Would people be more ready to buy if they got back some of that thrill of purchase? Maybe but what can you give them electronically that they can get that feeling from? Action figures or autographed collectible cards are liked because they are real. Who values something digital that can be copied or mass produced?
What if these companies included perks with their purchases? Give them a book related screen saver, or custom bookmark that would show in their reader based on what they've bought. Anything that makes them feel they have something more personal than just the bits that anyone can download could do the trick.
As it is, when I buy an ebook all I have to show for it is a tiny logo of the book cover art on my virtual bookshelf. That may not be enough for the average consumer to feel that they got value for their money. Time will tell what is enough to give them their emotional proof of purchase.
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