Studying the e-Bookstore Continuance Based on the Fitness and Satisfaction Evaluation
Keywords:
Continuance, e-Bookstore, Satisfaction, Task-Technology FitAbstract
With the swift progress of the mobile technology, the use of mobile devices, such as tablet PCs, ebook reader and mobile phones for electronic reading, has become an important part of everyday life. This study aims to examine the factors of accessing e-bookstore on users’ satisfaction and continuous use. Task-Technology Fit model is used as a framework in this study. An on-line survey was conducted with the e-bookstore experienced readers. Perceptions toward e-bookstore technology were examined by survey questions. The path analysis was used to examine the relationship between factors affecting e-bookstore use. The results show that the e-bookstore service and individual characters affect satisfaction and intention to use positively. The surprising one shows that the task character has negative effect on the intention of e-bookstore service. The e-bookstore diffusion strategy was discussed. The finding provides acknowledge for e-bookstore owners to improve the e-bookstore usage.
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