TY - JOUR
T1 - A quantitative investigation of students’ attitudes towards electronic book technology
AU - Bulur, H. Gonca
AU - Gonul, Mustafa Sinan
PY - 2020/9/1
Y1 - 2020/9/1
N2 - The purpose of this study is to analyze the factors that have an impact on technology adoption for e-books utilizing the Analytic Hierarchy Process (AHP) and Multiple Regression Analysis methods. Findings indicate that perceived usefulness and ease of use are the most significant determinants in using e-books. Of key significance is that AHP results show that consumers make pairwise comparisons, adding environmental concerns to the selection process. Recognizing the importance of all these factors is valuable to e-book developers and marketers in presenting products that meet all consumer choice criteria. AHP provides researchers with a more thorough decision making analysis.
AB - The purpose of this study is to analyze the factors that have an impact on technology adoption for e-books utilizing the Analytic Hierarchy Process (AHP) and Multiple Regression Analysis methods. Findings indicate that perceived usefulness and ease of use are the most significant determinants in using e-books. Of key significance is that AHP results show that consumers make pairwise comparisons, adding environmental concerns to the selection process. Recognizing the importance of all these factors is valuable to e-book developers and marketers in presenting products that meet all consumer choice criteria. AHP provides researchers with a more thorough decision making analysis.
KW - Electronic Books (e-books)
KW - Decision Analysis
KW - Technology Acceptance Model (TAM)
KW - Analytic Hierarchy Process (AHP)
KW - Multiple Regression Analysis
UR - http://www.scopus.com/inward/record.url?scp=85075014298&partnerID=8YFLogxK
U2 - 10.1177/0961000619884114
DO - 10.1177/0961000619884114
M3 - Article
VL - 52
SP - 916
EP - 930
JO - Journal of Librarianship and Information Science
JF - Journal of Librarianship and Information Science
SN - 0961-0006
IS - 3
ER -