Research On The Adoption Behavior Of E-books For College Students

As an important carrier of the tradition of human civilization, culture, scienceand technology and ideas in the Internet era, e-books play an important role in thedevelopment of the country and society. After the1990s, along with the developmentof the Internet, the online edition of electronic publications has increased rapidly.Affected by the overall environment, China’s e-book industry, despite a late start, buthas developed rapidly. College student group occupy an important position in thee-book readers. And now, what kind of situation do the college students have on theuse of electronic books? To solve this problem, this paper selects the college studentsas the research object to explore the influence factors and impact mechanism fore-books adopting, and tries to provide strategic recommendations for college students,school administrators, as well as e-book publishers.At first, this paper surveys the use channels and use behavior of e-books for thecollege students; then describes the concept of e-books and adoption behavior, andmakes a literature review on relative theories as well as the use and adoption ofe-books at home and abroad. On this basis, this paper puts forward the influencefactors on the e-book adoption for the college students, including the demographiccharacteristics (gender, age and education), factors in the perception ofe-books(including perceived usefulness, ease of use, playfulness, learning and costs),and environmental factors (including the use of the conditions and affectedgroups),and builds a conceptual model, and then puts forward some hypothesis.Through the questionnaire survey of influencing factors, willingness and behavior forthe adoption of e-books to the university students in Tianjin, the paper uses thereliability and validity analysis, statistical methods such as multiple regressionanalysis to test the hypothesis empirically. On the basis of the empirical results, theconclusions of this study are made, and the policy recommendations are providedabout the adoption, management and publication of e-books for related entities.Finally, future research prospects are put forward.On the basis of the studies of existing research results comprehensively, thispaper explores the influencing factors and the adoption willingness and behavior ofe-books by college students systematically, and provides recommendations for theeffective use of e-books for college students, for the university administrators toimprove the efficiency of e-book management, and provides a new idea for thepublishers to improve market efficiency. So, this paper has certain practicesignificance.