With the advent of the digital age, e-book reading has become one of the popular reading methods, and has been a hot research topic. The attitudes to the use of new technology, use intentions and usage behaviours have attracted much attentions from scholars. In this context, it is worthwhile to study the user’s intention to use e-books and what factors influence it. Based on the UTAUT model and the previous research and literature, this study designed the research model and hypotheses that were consistent with the actual situations of this study, and conducted an empirical study of the user’s intention to use e-books. In this study, 320 valid samples were collected through an online questionnaire survey. Analysis of the collected data was performed using the SPSS and AMOS software to examine the research model and hypotheses and make corrections to them. It was found that the effort expectancy, facilitating conditions and individual innovation had significant influences on the use intention. The facilitating conditions had a significant influence on the effort expectancy. Moreover, the moderating effects of age, gender and education level were also found. However, the performance expectancy, social influence and perceived cost did not have a significant influence on the use intention. Finally, this thesis proposed suggestions on how to influence users’ intention to use e-books, i.e. paying attentions to users’ needs, improving the quality of e-books, optimising e-book functions, and broadening the channels for e-book promotion.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-23410 |
| Date | January 2019 |
| Creators | Lin, Chen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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