Critical Factors of the Adoption of e-Textbooks: A Comparison Between Experienced and Inexperienced Users

Abstract

The use of e-textbooks has become popular in certain countries, yet there is debate in the literature about whether it is advantageous to adopt e-textbooks and if they positively influence students` learning and performance. Prior studies on the acceptance of e-textbooks were mainly based on one theoretical perspective, and did not differentiate samples between experienced and inexperienced users. From a social-and task-related view, this study aims to identify the critical factors that stimulate acceptance intentions of e-textbooks among tertiary students, particularly between experienced and inexperienced users. Based on 912 questionnaires, this study found that performance expectancy, perceived enjoyment, and perceived task-technology fit are the factors affecting students` behavioral intention for acceptance in both sampling groups. However, social impact only has significant influence on acceptance intention of inexperienced users. Also, gender has a moderating effect on the relationship of performance expectancy and behavioral intention of inexperienced users only. This study provides useful implications for marketing e-textbooks, and fills the literature gap.