The Effect of Perceived Usefulness, Perceived Ease of Use, Relative Advantage, and Compatibility on Intention to Purchase E-readers Mediated by Attitudes Toward E-reader Use: A Conceptual Paper
DOI:
https://doi.org/10.55927/ijsmr.v3i5.256Keywords:
Technology Acceptance Model, Perceived Usefulness, Perceived Ease of Use, Attitude Toward Using, Intention to PurchaseAbstract
The Technology Acceptance Model (TAM) is a theoretical framework that is widely used to understand technology adoption behavior, including in the context of e-reader use. This study aims to analyze the influence of perceived usefulness and perceived ease of use as the main construct of TAM on attitude toward using e-readers, as well as examine the role of attitude mediation in influencing intention to purchase. Using a quantitative approach and structural model design, this study found that the perception of usability and ease of use significantly shaped positive user attitudes, which ultimately drove purchase intent towards e-readers. These results confirm the relevance of TAM as a conceptual basis in understanding consumer psychological factors towards the adoption of new technologies, as well as providing practical implications for manufacturers in developing marketing strategies based on user perception
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