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Intention to Purchase Chapters of Online Literature: A Pilot Study in Thailand

Author

Listed:
  • Duangkamol Chuengprapa
  • Nitaya Wongpinunwatana

Abstract

The purpose of this study is to examine the factors that influence the intention to purchase chapters of online literature. This study is based on descriptive research using an online survey. The results indicate that six factors (favorable attitude from social norms, functional dependence on platform, emotional attachment to content creator, perceived benefit, perceived sacrifice, and perceived value) can be used to predict the intention to purchase online literature. The findings of this research will help practitioners by providing a guideline to improve products and services. This research combines the value intention model, status quo bias theory, and integration of attachment theory and socio-technical systems, and as far as the author knows, these theories have never before been studied together.

Suggested Citation

  • Duangkamol Chuengprapa & Nitaya Wongpinunwatana, 2018. "Intention to Purchase Chapters of Online Literature: A Pilot Study in Thailand," International Business Research, Canadian Center of Science and Education, vol. 11(6), pages 11-20, June.
    • Handle: RePEc:ibn:ibrjnl:v:11:y:2018:i:6:p:11-20
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    References listed on IDEAS

    as
    1. Namjoo Choi, 2013. "Information systems attachment: An empirical exploration of its antecedents and its impact on community participation intention," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 64(11), pages 2354-2365, November.
    2. Samuelson, William & Zeckhauser, Richard, 1988. "Status Quo Bias in Decision Making," Journal of Risk and Uncertainty, Springer, vol. 1(1), pages 7-59, March.
    3. Namjoo Choi, 2013. "Information systems attachment: An empirical exploration of its antecedents and its impact on community participation intention," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 64(11), pages 2354-2365, November.
    Full references (including those not matched with items on IDEAS)

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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