Factors Affecting E-Book Purchase Decisions of Customers in Thailand

The objectives of the research were to review literatures related to the factors that affected the consumers’ decision to buy E-books in Thailand, to promote competition and competitive advantages of Thai printing media industry. Nowadays the printed books become less popular, which makes the publishing industries change their platforms in selling their books in the shape of E-books. The changes were made to accommodate the changing demands. The results acquired from the literary reviews were found that the significant factors affecting the consumers’ decision to buy E-books in Thailand were as follows: technological acceptance, electronic service quality, and online consumer behaviors. Based on the results, the conceptual framework was developed on the causal factors that influenced the consumers’ decision to buy E-books. Additionally, it was expected that the electronic service quality might be the vital variable among technological acceptance, online consumer behaviors and decision to buy E-books. If the consumers’ technological acceptance was high, it was likely that their perception of the electronic service quality was also high, which could in turn have an effect on their decision to buy E-books