Title :
Consumers' behavioral intentions of using cross-media book for E-learning
Author :
Hui-yi, Ho ; Luh-wang, Wang ; Hsiu-chuan, Tsai
Author_Institution :
Dept. of Bus. Adm., Chinese Culture Univ., Taipei, Taiwan
Abstract :
This research investigates users\´ acceptance of cross-media books for learning purpose, in terms of the application of the Technology Acceptance Model (TAM). It addresses two important questions: "Does the Technology Acceptance Model explain users\´ acceptance and usage of cross-media for learning?" "What are the factors which influence users\´ acceptance of using cross-media book for learning." A quantitative survey conducted through on-line questionnaire investigation. A total of 242 valid questionnaires were collected. 47.5% are male and 52.5% are female, while the largest age group is 30 to 39. Samples with bachelor\´s/associate degree were accounted for most (63.2%), followed by master\´s degree and above (29.8%). The results indicated that most experienced e-book readers are highly educated young and middle aged people. And the most commonly carrier they use to read e-books is computer, followed by mobile phone. In addition, the study found that the consumers\´ performance expectancy, effort expectancy, social influence, and attitude toward using technology to cross-media e-books have significant positive effects on the behavioral intention of using cross-media e-books. The results were expected to make a significant contribution to the field of digital publishing because they suggest that the considerable body of previous TAM related information technology research may be usefully applied to the cross-media book domain, and promote further investigation of factors affecting the user acceptance and usage of cross-media book for learning. Another expected finding might explore the new approach to E-learning in terms of self-learning by utilizing cross-media books.
Keywords :
Aging; Books; Business communication; Cities and towns; Electronic learning; Electronic publishing; Graphics; Information technology; Internet; Mobile handsets; digital publishing; e-book; e-learning;
Conference_Titel :
Information Sciences and Interaction Sciences (ICIS), 2010 3rd International Conference on
Conference_Location :
Chengdu, China
Print_ISBN :
978-1-4244-7384-7
Electronic_ISBN :
978-1-4244-7386-1
DOI :
10.1109/ICICIS.2010.5534714