The Effect of Presentation Types and Flow on E-Book Purchase Intention
Liao Hsiuli 1 *
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1 Chung Yuan Christian University, TAIWAN ROC* Corresponding Author


E-book has grown into a revolutionary way of publishing due to the rapid development of mobile technologies. The Association of American Publishers (AAP) revealed that E-book sales were down in 2014. Many designers consider E-book should be produced with dynamic format to increase purchase behavior. This study focuses on individual users’ perceived characteristics of innovation and the flow of e-books with different presentation types as explanatory and predictive variables impacting the purchase behavior of users. The experiment was conducted using 200 student volunteers at a comprehensive university. There are significant differences in the perceived characteristics of innovation, flow and purchase intention for different presentation types of e-book readers. Flow is an important factor influencing the e-book purchase intention and carries the same weight in each group tested. For reading static e-book content on a tablet, users’ perceived observability and flow have positive impacts on their purchase intention. Conversely, users’ perceived complexity has a negative effect on their purchase intention. The research results suggest that designers and publishing companies produce static, not dynamic e-books for use on the tablet to increase E-book sales.


This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

EURASIA J Math Sci Tech Ed, Volume 12, Issue 3, March 2016, 669-686

Publication date: 17 Jun 2016

Article Views: 2387

Article Downloads: 1526

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