Millennial Behavioral Intention To Adopt E-Book Using Utaut2 Model

摘要

The significant growth of internet users in Indonesia creates the prospect of digital book sales in Indonesia. Nevertheless, e-book sales in Indonesia are still low, which is only about 2 percent of the total books in circulation. Therefore, this study aims to determine the effect of UTAUT2 variables, personal innovativeness of IT, perceived costs and environmental consciousness in influencing the behavioral intention to adopt e-books in millennials in Jakarta simultaneously and partially done by conducting online surveys to 200 millennials in Jakarta by using SEM-PLS analysis method. The research results show that the behavioral intention to adopt e-books in millennials in Jakarta is influenced by UTAUT2 variables, perceived costs, environmental consciousness and personal innovativeness of IT simultaneously but not all partially.