Factors Affecting Behavioral Intention to Adopt E-books postprint

Abstract: [Purpose/significance] Exploring the influencing factors of behavioral intention can help the e-book industry develop faster. [Method/process] Based on UTAUT2, uses and gratifications theory as the framework, constructing a new theoretical model of influencing factors from two perspectives of demand satisfaction and other situational factors. This paper collected 1013 samples by questionnaire survey, and AMOS21 software to verify the rationality of the model. [Result/conclusion] The study find that demand satisfaction, reading habits, price value and social influence have a positive impact on behavioral intention, while facilitating conditions have a negative impact on it, and effort expectation has no significant impact on it. Based on the research result, this paper puts forward some countermeasures and suggestions to promote the development of e-book industry.