Consumers’ Intention to Switch From Printed Book to E-Book in Surabaya

Abstract

The objective of this research is to know the factors that drives consumer to changes their reading behaviour from printed books to e-book using the switching behaviour theory. There are 5 variables that were used in this research, and those variables are new product attributes, social influences, price, switching cost, and intention to switch. This research finds that compatibility, convenience and switching cost have a significant impact on intention to switch, as well as the moderating effect of low switching cost between the relation of compatibility and social influences with intention to switch.

Intention in Switching to Electronic Money in Millennial Generation

“…The compatibility variable has an impact toward intention to switch. These results are matching with (Liander et al 2016). Consumer will switch to e-money if they feel that e-money meet their need.…”

“…Convenience variable has no significant impact on intention to switch, but in (Liander et al 2016) say that convenience has a significant impact toward intention to switch. In (Liander et al 2016), consumers feel that e-book is convenience to be used. This difference arises because millennial consumers still feel that transactions that use conventional money are still mostly done.…”

“…Perceived content has a significant impact toward intention to switch. It is different with (Liander et al 2016), in their research told that perceived content has no significant impact toward intention to switch because consumers are able to understand the content from e-book really well. But in emoney with the respondent are millennials, millennials consumer is understand technology very well.…”

“…The factors that can influence the intention to switch are as follows: a. Compatibility, is the extent to which innovation is considered consistent with existing values, past experience, and the needs of potential adopters (Rogers 1995) in (Liander, Margaretha, and Anandya 2016). b.…”

“…Complexity, is the extent to which innovation is considered relatively difficult to understand and use (Rogers 1995: 242) in (Liander et al 2016). c. Convenience, is the ease in carrying something, using something, accessing even though many sources of information are free and in the process of use (Chiang and Chen 2014) in (Liander et al 2016). d. Perceived content, is the user's perception of the quality (usage) and information provided by a website (Lin 2009) in (Liander et al 2016).…”