پذیرش مبتنی بر ارزش خدمات اشتراک کتاب الکترونیکی: نقش نگرانی های زیست محیطی و عادت های خواندن

With the development of mobile devices and the mobile Internet, publishers in increasing numbers have begun providing e-book subscription services for their readers. Since this trend is relatively recent, few studies have explored the factors influencing users’ intention to pay for such services. Past research has indicated that perceived value and positive attitude are the main factors affecting users’ payment intention. This study proposes a research model based on perceived value theory and positive attitude, and integrates the factors of environmental concerns and habits, both of which are important issues in related research. Potential customers (university students) are chosen for the sample, and their responses are collected via an online questionnaire. The causal model is validated using partial least squares (PLS) techniques. We find that perceived value influences payment intention for both desktop computer users and tablet computer users. Although environmental concerns do not directly affect users’ payment intention, both concerns and habits influence intention indirectly through positive attitude, especially for the tablet computer group. The implications of these findings are discussed. From a practical perspective, the insights provided can help service providers better manage their platforms/applications to encourage reader participation.