A study on users´ acceptance behavior to mobile e-books application based on UTAUT model

This study applies the unified theory of acceptance and use of technology (UTAUT) model to analyze the factors affecting users to use mobile e-books. Performance expectancy, effort expectancy, social influence, perceived cost and facilitating conditions are the five main factors. Structural equation modeling (SEM) is used to evaluate relationships among these factors. The research results are as follows: performance expectancy and effort expectancy have a significant positive effect on behavioral intention; effort expectancy and social influence have an indirect positive influence on behavioral intention; perceived cost and facilitating conditions have no effect on using mobile e-books. High quality content, user-friendly operating interface and media promotion are the critical measures for promoting the development of mobile e-books market.