International Journal of Business and Economics Volume 14, No. 2 December, 2015

The Effect of Technological and Psychological Factors on Users' Intentions to Continually Read e-Books

Chien-Wen Chen

Department of Business Administration, Feng Chia University , Taiwan

Abstract

Due to the growth in both the number and use of e-books, the question arises as to which factors influence readers continually engage in e-book reading. This study uses i nnovation diffusion theory and uses and gratifications theory as theoretical bases from which to predict factors that may influence e-book readers to engage in repeated readings over time. Readers with experience reading e-books were recruited as the research participants. The results show that compatibility and entertainment are two factors salient to readers’ attitude toward e-book reading, which in turn affects their intentions to read e-books continually, whereas convenience, social interaction, and price consciousness have no impact on such an attitude. This study helps e-book retailers improve reader retention regarding both technological and psychological considerations.

Keywords：e-book reading,  continuance intention, innovation and diffusion theory, uses and gratifications theory.

JEL Classifications： M10, M31.

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