A study of influencing factors of Thai consumers' e-book purchase intention

This study focuses on the Thai market and aims to explore the factors influencing Thai consumers’ purchase intentions towards e-books, providing valuable insights for developing the e-book market in Thailand. Through a questionnaire survey and data analysis, the study investigates the impact of personal factors, perceived usefulness, perceived ease of use, and social factors on consumers’ purchasing decisions.
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A study of influencing factors of Thai consumers’ e-book purchase intention