Factors Influencing the Adoption of e-Books in Thailand

Abstract

The objective of this study was to find the factors influencing readers to adopt the use of e-books in Thailand. A conceptual model was developed based on perceived value, intrinsic motivation, extrinsic motivation, and technology acceptance model (TAM). This research used a mixed methods approach to create a structural equation model (SEM). The survey data were collected from 707 e-book readers in Thailand who participated voluntarily. The statistics used in the data analysis consisted of frequencies, percentages, and a structural equation model, which analysed the causal relationships of 10 constructs: perceived ease of use, functional value, social value, price value, habits, environmental concerns, individual innovation, attitudes, and behavioral intention to adopt the use of e-books.  The results of the findings confirmed that the model fitted well with the empirical data. The results showed that attitude, social value, habits, perceived ease of use, price value, functional value are important predictors of e-book adoption.