出版社：International Association for Computer Information Systems
摘要：E - books have changed the way to publish and the way to read. The books are stored digitally and can be loaded by various readers. In this study, we examine the effect of gender and format of e - books toward the p erceptions of innovation characteristics and purchase intention of the books. Following a 2 x 2 experimental design on the content (static versus dynamic) and reader (computer versus tablet), we randomly assign 200 volunteers into four groups. After 10 minut es reading the assigned content on the assigned reader, the participants are asked to rate the relative advantage, compatibility, complexity, trialability, observability, flow, and purchase intention based on their reading experience. M ale showed stronger perceptions of innovation characteristics and purchase intention of e - books . Compared with computer e - book reader s , tablet reader s generated higher perceptions of innovation characteristics and purchase intention of e - books . Surprisingly, there was no diff erence between the readers reading static or dynamic contents.
关键词：; E ; - ; book ; ; ; perception of innovation characteristics; purchase intention ; ; gender
