n Management Dynamics : Journal of the Southern African Institute for Management Scientists - An empirical investigation of students' behavioural intention to use e-books




The rise in popularity of e-books is expected to erode the market share of printed books significantly. However, the demand for e-books has not been as great as initially hoped, especially in developing countries. While it would appear that customer apathy is the foremost obstacle in the growth and use of e-books, more research is necessary in order to understand the broader complexities behind this issue. This study analyses the behavioural intention of students in selected South African tertiary intuitions to use e-books. The study is based on theory rooted in the Unified Theory of Acceptance and Use of Technology (UTAUT) model. Data were collected from 439 participating students from five tertiary institutions in South Africa.The results suggest that, with regard to students in South Africa, performance expectancy, social influence and facilitating conditions are significant antecedents of behavioural intention towards e-book use. Surprisingly, gender differences did not moderate the relationships between the factors examined and behavioural intention, whilst use experience only moderated the relationship between effort expectancy and behavioural intention. The findings of this study do not only provide useful guidelines for the development and promotion of the acceptance of e-books in South Africa, but also make an important contribution to the extant body of literature on e-book acceptance.


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