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Encouraging e-book adoption has great contributiontowards environmental protection. In this research, we propose, the extensionto the more comprehensive new product model, UTAUT, which comprises of fourvariables i.e. social influence,performance expectancy, effort expectancy and facilitating conditions, byincorporating new variable -benevolence trust-. The finding showed that, inpresence of the benevolence trust, all the constructs of UTAUT increasedsignificantly and benevolence trust becomes the most important determinants forpredicting e-book purchase. Our findings further explore benevolence trustmoderates the application of UTAUT for e-book purchase prediction. All thesefindings can help e-book providers to formulate effective marketing strategiesto make consumers overcome their psychological resistance for using e-book.

KEYWORDS

Benevolence Trust, e-Book, UTAUT

Cite this paper

Wu, C. , Kirkole, S. and Huang, Y. 2016 Environmental Protection: Essentials-Antecedents of Digital Book Adoption. Theoretical Economics Letters, 6, 1115-1127. doi: 10.4236-tel.2016.65107.





Autor: Couchen Wu, Sharayu Kirkole, Yves Huang

Fuente: http://www.scirp.org/



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