Consumers' behavioral intentions of using cross-media book for E-learning

This research investigates users' acceptance of cross-media books for learning purpose, in terms of the application of the Technology Acceptance Model (TAM). It addresses two important questions: "Does the Technology Acceptance Model explain users' acceptance and usage of cross-media for learning?" "What are the factors which influence users' acceptance of using cross-media book for learning." A quantitative survey conducted through on-line questionnaire investigation. A total of 242 valid questionnaires were collected. 47.5% are male and 52.5% are female, while the largest age group is 30 to 39. Samples with bachelor's/associate degree were accounted for most (63.2%), followed by master's degree and above (29.8%). The results indicated that most experienced e-book readers are highly educated young and middle aged people. And the most commonly carrier they use to read e-books is computer, followed by mobile phone. In addition, the study found that the consumers' performance expectancy, effort expectancy, social influence, and attitude toward using technology to cross-media e-books have significant positive effects on the behavioral intention of using cross-media e-books. The results were expected to make a significant contribution to the field of digital publishing because they suggest that the considerable body of previous TAM related information technology research may be usefully applied to the cross-media book domain, and promote further investigation of factors affecting the user acceptance and usage of cross-media book for learning. Another expected finding might explore the new approach to E-learning in terms of self-learning by utilizing cross-media books.