ارزیابی تاثیر تعیین کننده در پذیرش مجلات الکترونیکی: یک مطالعه تجربی

The ongoing global trend moving towards digitization and the growing popularity of hand-held devices, such as smartphones and tablet computers, have created an exponential increase in the utilization rates and sales volumes of e-magazines. To understand the perceptions and opinions of e-magazines users, this study integrated the expectation-confirmation model, technology acceptance model and innovation diffusion theory with the factor of habit to investigate and predict users’ beliefs in terms of e-magazines, as well as study the major factors contributing to the intended readers’ willingness to continuously read e-magazines. The hypothesized model is empirically validated using a sample collected from 370 responses and the structural equation modeling results indicated that the use of e-magazines was mainly determined by the constructs based on the proposed e-magazine adoption integration model. No other considerable correlation was found between the perceived usefulness and e-magazine users’ satisfaction and continuance intentions. The empirical results and management implications of this study can be applied to serve as a basis for the future development of marketing strategies in the digital content industries.