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The mini survey's results aren't surprising to me. It's not so different from many other products where people develop loyalty to a specific vendor. Usually for convenience, cf. in the PC video gaming market where most people won't even buy games elsewhere if not offered on Steam, even if other places sometimes have better sales or a different selection.
Personally, I buy ebooks mostly from Kobobooks, at least the more commercial stuff from large publishers. I never buy anything there without a discount coupon, but also don't compare prices. If the price after the discount is OK for me, then I make the purchase. It's mostly for convenience and I can pay via PayPal, which I prefer over bank transfers and cards (Amazon doesn't offer PayPal as a payment method and I feel they are too big anyway).
I also buy books from independent places such as Baen and Smashwords. I used to get ebooks from iBooks, but the inability to deal with the DRM painlessly and read my purchased books on a device of my choice ended that.
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