Understanding E-Book Continuance Intention: Empirical Evidence from E-Book Users in a Developing Country

The book publishing industry is going through radical transformations that are driven by recent developments in information systems (IS). E-books are merely one of these developments. Notwithstanding the projections in the growth of e-book use, producers of these products contend with the issue of building user retention and loyalty through continued use. Extending the technology acceptance model (TAM), this study examined the impact of factors of perceived usefulness, perceived ease of use, social influence, and facilitating conditions on e-book continuance intention among users. The subjects of this study were 317 students from five higher institutions of learning in South Africa. Empirical testing of the research model was carried out using structural equation modeling. The results indicate that 42 percent of the variance in e-book users' continuance intention is explained by perceived usefulness, perceived ease of use, and social influence. Interestingly, facilitating conditions have an influence, although indirectly, through perceived usefulness, perceived ease of use, and social influence. The study not only contributes to the existing IS literature by extending the TAM to explain continuance intention in the e-book IS domain in a developing country but also makes recommendations to practitioners who attempt to foster continuous use of this technology.