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Acceptance of e-book reading among higher education students in a developing country: the modified diffusion innovation theory

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  • Wasim Qazi
  • Syed Ali Raza
  • Nida Shah

Abstract

This study explores the students' intention towards the e-book adoption in Pakistan by using the modified diffusion innovation theory. Student attitude, awareness, perceived innovation characteristics (PIC) are taken as independent variables; actual usage is taken as a dependent variable, whereas intention plays the role of the mediator in the relationship. The data is collected through five-point Likert questionnaire from 620 university students. The confirmatory factor analysis (CFA), partial least square structure equation modelling (PLS-SEM) has been applied. The results show that compatibility, complexity, observability, trialability, attitude and awareness has a significant positive effect on behavioural intention, whereas, relative advantage has an insignificant effect on behavioural intention. Moreover, behavioural intention creates a significant positive effect on actual usage. This study will be useful in understanding the factors associated with the adoption of e-book reading. This work will help the managers to understand the role of PIC in adoption of new product or technology.

Suggested Citation

  • Wasim Qazi & Syed Ali Raza & Nida Shah, 2018. "Acceptance of e-book reading among higher education students in a developing country: the modified diffusion innovation theory," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 27(2), pages 222-245.
    • Handle: RePEc:ids:ijbisy:v:27:y:2018:i:2:p:222-245
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    Citations

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    Cited by:

    1. Raza, Syed Ali & Shah, Nida, 2017. "Influence of the Big Five personality traits on academic motivation among higher education students: Evidence from developing nation," MPRA Paper 87136, University Library of Munich, Germany.
    2. Lyu, Tu & Chen, Hao & Guo, Yulin, 2023. "Investigating innovation diffusion, social influence, and personal inner forces to understand people's participation in online e-waste recycling," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Sudipa Majumdar & Vijay Pujari, 2022. "Exploring usage of mobile banking apps in the UAE: a categorical regression analysis," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(3), pages 177-189, September.
    4. Zubaida Qazi & Wasim Qazi & Syed Ali Raza & Sara Qamar Yousufi, 2022. "The Antecedents Affecting University Reputation and Student Satisfaction: A Study in Higher Education Context," Corporate Reputation Review, Palgrave Macmillan, vol. 25(4), pages 253-271, November.
    5. Raza, Syed Ali & Shah, Nida & Nisar, Wasay, 2019. "Consumer Buying Behavior of Organic Food with Respect to Health and Safety Concerns among Adolescents," MPRA Paper 93570, University Library of Munich, Germany.

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