A Model of Consumer Perception and Behavioral Intention for E-Reading

Abstract

Recently, the mobile technology market has experienced significant growth, resulting in the introduction of numerous tablet devices to the market, such as the iPad, Android pad, Kindle, and Nook. For e-books providers, determining an approach to providing high service value for readers is a significant challenge. This paper examines key motivators for consumers’ attitude towards continuing the reception of existing e-book reading. The study uses Structure Equation Modeling (SEM) to analyze users who have used e-books. First, Confirmatory Factor Analysis (CFA) was performed to determine whether the measured variables reliably reflected the hypothesized latent variables. Second, structural models were tested to determine overall model fit and path coefficients. The measurement model indicates the theoretical constructs have adequate reliability and validity, while the structured equation model is shown to have a high model fit for the empirical data. The study's findings show that the proposed model has good explanatory power and confirms its robustness in predicting customers' intention to use e-book service. The results indicated the e-book’s usefulness, ease to use, attitude, and subjective norm are positively affecting users’ behavior intention.