Encouraging e-book adoption has great contribution towards environmental protection. In this research, we propose, the extension to the more comprehensive new product model, UTAUT, which comprises of four variables i.e. social influence, performance expectancy, effort expectancy and facilitating conditions, by incorporating new variable “benevolence trust”. The finding showed that, in presence of the benevolence trust, all the constructs of UTAUT increased significantly and benevolence trust becomes the most important determinants for predicting e-book purchase. Our findings further explore benevolence trust moderates the application of UTAUT for e-book purchase prediction. All these findings can help e-book providers to formulate effective marketing strategies to make consumers overcome their psychological resistance for using e-book.
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