Main Article Content
This study aimed to determine factors that influence E-book purchase intention of Thai internet users in order to help E-book business in Thailand to develop better marketing strategies. Technology Acceptance Model is the basic theory of this research. This study used quantitative
research and descriptive research as the research method. The target group comprised Thai electronic book users identified themselves as Mobile E-book company users. Data were collected from 385 Thai E-book readers, using online channels. Technology acceptance model was proposed, extended and identified for the ease of use technology. However, in this study, the researcher also introduces perceived playfulness and perceived price as factors that reflect the user’s attitude and purchase intention, on basis of the flow theory and pricing theory.
The findings in this study show that attitude is a significant factor affecting purchase intention of Thai internet users, to be followed by the perceived playfulness variable. However, the perceived price has a weaker impact on Thai electronic book users than previously expected. The results of this research facilitate the understanding of what stimulate and resist in the purchase intention of Thai E-book readers in order to create an appropriate business model for E-book customer needs.
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