Analyzing the acceptance of technology for electronic book users

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: Orta Doğu Teknik Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü, Türkiye

Tezin Onay Tarihi: 2016

Öğrenci: HATİCE GONCA BULUR

Danışman: ÖZLEM ÖZDEMİR

Özet:

An electronic book or an e-book is a digital form of a traditional book. Although the use of e-books has been increasing with the development of technology, the acceptance of this technology may vary. The Technology Acceptance Model (TAM) is used to explain and estimate users’ behaviour of technology acceptance. This study is performed to investigate the factors that affect the acceptance of technology for e-books. A survey study has been designed based on the enhanced TAM factors. Data is obtained from graduate and doctorate students of Business Administration, Electrical and Electronics Engineering and Computer Engineering departments. Data is analyzed with the Analytic Hierarchy Process (AHP) Method to determine the weighted importance of each factor that influence technology acceptance for e-books. Multiple Regression Analysis is applied to determine the overall effect of all the factors. A comparison of the two methods is carried out between these two different groups. The findings of the two methods indicate that, perceived usefulness and perceived ease of use are the most significant factors that influence attitudes toward using e-books.