Title: Understanding e-book continuance intention among students in a developing country: the role of relative advantage, satisfaction and e-reading habits

Authors: Duong Luu Thi Thuy; Van Nguyen Thi; Binh Do Thi

Addresses: Department of Strategic Management, Thuongmai University, Vietnam ' Department of Strategic Management, Thuongmai University, Vietnam ' The Centre of Science and Technology Research and Development, Thuongmai University, Vietnam

Abstract: Regarding as a cutting-edge, digital reading method and as a teaching tool for students, e-books are increasingly invested by several of Vietnam's higher educational institutions in the effort to encourage students to switch to and continue reading e-books in light of the 4.0 revolution. This study proposes a research model that integrates the hierarchy of effects model (HEM) and diffusion of innovation theory (DIT) to examine e-book continuance intention among students in a developing country. The partial least squares structural equation modelling (PLS-SEM) method validates the causal model. This study confirms the mediating role of satisfaction and reading habits in the relative advantage and continuance intention relationship and a significant direct impact of relative advantage on e-reading habits. The study's findings substantially impact students' behaviour with reference to future book utilisation and highlight several implications for Vietnam's publishers.

Keywords: e-book; continuance intention; satisfaction; relative advantage; e-reading habits.

DOI: 10.1504/IJEED.2025.143585

International Journal of Education Economics and Development, 2025 Vol.16 No.1/2, pp.209 - 226

Received: 12 Apr 2023
Accepted: 08 Aug 2023
Published online: 02 Jan 2025 *

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