A study of influencing factors of Thai consumers e-book purchase intention

Abstract

This research aims to investigate the primary factors influencing the willingness of Thai consumers to purchase e-books. A questionnaire survey was conducted among 517 Thai consumers, covering five principal dimensions: personal factors, perceived usefulness, perceived ease of use, social factors, and purchase intentions. The findings reveal that personal factors such as age, education level, and income are closely tied to consumers' willingness to purchase e-books, with younger, higher-educated, and higher-income consumers being more inclined to buy e-books. Furthermore, consumers' positive perceptions of the usefulness and ease of use of e-books, as well as social factors like recommendations from friends, family, and colleagues, are significantly correlated with purchase intentions. Notably, the conveniences of e-books, such as space-saving, rich content, and personalized reading experiences, offer substantial appeal to consumers. These insights are not only beneficial for the promotion and positioning of the e-book market but also provide valuable references and insights for future consumer behavior research.