The Influence of Technology Adoption and the Role of Demographic as The Moderators on Thai Consumers' Intentions to Buy E-Books
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Abstract
As technology grows rapidly and consumer can reach to the internet, these attract to electronic books (E-Books) consumers who love learning and convenience in reading. This research aimed to study technology acceptance factors affecting purchased intention. Samples were 385 Thai consumers who had the potential to read or download e-books selected by purposive sampling method. The results were consistent with the Technology Acceptance Model theory, with attitude as a key factor affecting the purchased intention. For demographic factors, it was found that gender affects perceived playfulness and perceived price. Age affects perceived ease of use, perceived playfulness and perceived price. In addition, income influenced only perceived price. The results can be used to explain the technology acceptance factors affecting the purchased intention and develop marketing strategies for e-book businesses in Thailand.
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