The Moderating Role of Reader Characteristics on E-Book Reading Intention in Thailand: A Multigroup Analysis

Abstract

Purpose: This investigation explores the moderating role of reader characteristics in shaping individuals' intentions to engage in e-book reading in Thailand. Theoretical Framework: Drawing upon a diverse sample of readers in Thailand, this analysis employs advanced statistical techniques to assess the moderating effects of reader characteristics, including sex, age, education level, income, and devices used to read e-books. Design/methodology/approach: Utilizing a quantitative approach, the study analyzes responses from 701 Thai people who have engaged with a minimum of five e-books to understand the moderating role of reader characteristics on e-book reading intention in Thailand. Findings: The results from the structural equation model analysis showed that several factors in the proposed model had a significant influence on intention to read e-books. These factors include trust, diversity of e-book options, social norms, and resource usage. Practical implications: The results that come from this investigation contribute to the growing body of literature on digital reading behavior and offer practical implications for stakeholders in the publishing sector and government organizations that promote reading. By comprehending how reader characteristics moderate the factors influencing e-book reading intentions, tailored strategies can be developed to promote digital literacy and enhance the adoption of e-books in the Thai market. As the global landscape of reading continues to evolve, this research offers a precious viewpoint to explore the intricate interplay between individual characteristics and the digital reading experience in Thailand. Originality/value: Limited research has examined the moderating influence of reader characteristics on the intention to read e-books. Therefore, this study seeks to address this gap in the existing literature by conducting a multigroup analysis in the context of Thailand.