The Influence of Digital Satisfaction and Precursor Factors Affecting Consumer Behavior of E-book Purchase Intentions through Application Channels of Consumers in Bangkok
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Abstract
The objective of this quantitative research was to study the influence of platform quality, adoption and use of technology, and digital satisfaction on the intentions of buying electronic books (e-books) through consumer application channels in Bangkok. The tools employed in the research were online questionnaires and data collected from sample groups who had been making purchases through online applications (400 people in Bangkok). The statistical measures used for data analysis included frequency, percentage, mean, standard deviation, and skewness. A structural equation model was utilized for the analysis.
The findings are as follows (1) Platform quality has a positive and direct influence on digital satisfaction. (2) The adoption and use of technology have a positive and direct influence on digital satisfaction. (3) Digital satisfaction has a positive and direct influence on the intentions of buying e-books (e-books) through consumer applications in Bangkok.
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