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Manatsawee Amonsetthakul. A study of influencing factors of Thai consumers e-book purchase intention. Master's Degree(Business Management). Rangsit University. Rangsit University Library. : Rangsit University, 2023.
A study of influencing factors of Thai consumers e-book purchase intention
泰国消费者电子书购买意愿影响因素的研究
Name: Manatsawee Amonsetthakul
LCSH:
Purchase intention
LCSH:
Electronic books
Abstract:
This research aims to investigate the primary factors influencing the willingness
of Thai consumers to purchase e-books. A questionnaire survey was conducted among 517 Thai consumers, covering five principal dimensions: personal factors, perceived usefulness, perceived ease of use, social factors, and purchase intentions. The findings reveal that personal factors such as age, education level, and income are closely tied to consumers' willingness to purchase e-books, with younger, higher-educated, and higher-income consumers being more inclined to buy e-books. Furthermore, consumers' positive perceptions of the usefulness and ease of use of e-books, as well as social factors like recommendations from friends, family, and colleagues, are significantly correlated with purchase intentions. Notably, the conveniences of e-books, such as space-saving, rich content, and personalized reading experiences, offer substantial appeal to consumers. These insights are not only beneficial for the promotion and positioning of the e-book market but also provide valuable references and insights for future consumer behavior research.
Abstract:
本研究旨在探讨影响泰国消费者购买电子书意愿的主要因素。在517 名
泰国消费者中进行了问卷调查，研究涵盖了个人因素、感知有用性、感知易用
性、社交因素以及购买意愿五个主要维度。研究结果显示，消费者的年龄、教
育水平、收入等个人因素与其购买电子书的意愿密切相关，年轻、受过高等教
育且收入较高的消费者更可能购买电子书。此外，消费者对电子书的感知有用
性和感知易用性的积极看法，以及社交因素如好友、家人、同事的推荐也与购
买意愿显著相关。尤其是，电子书的方便性、空间节省、丰富内容以及个性化
阅读体验等优势对消费者产生了显著吸引力。这些发现不仅有助于电子书市场
的推广和定位，更为未来的消费者行为研究提供了有价值的参考和启示
Rangsit University. Rangsit University Library
Address:
PATHUM THANI
Email:
rattanapornn@rsu.ac.th
Name: Jiang Haiyue
Role:
Advisor
Created:
2023
Modified:
2568-07-30
Issued:
2025-07-30
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Management
Grantor: Rangsit University
©copyrights มหาวิทยาลัยรังสิต
RightsAccess:
ใช้เวลา
0.093834 วินาที
Manatsawee Amonsetthakul
| Title | Contributor | Type |
|---|---|---|
| A study of influencing factors of Thai consumers e-book purchase intention
มหาวิทยาลัยรังสิต Manatsawee Amonsetthakul | Jiang Haiyue | วิทยานิพนธ์/Thesis |
Jiang Haiyue