ANALYSIS OF FACTORS INFLUENCING THE ACCEPTANCE OF E-READER IN THAILAND
PREMSIRI SANGPOOM
A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE (TECHNOLOGY OF INFORMATION SYSTEM MANAGEMENT) FACULTY OF GRADUATE STUDIES MAHIDOL UNIVERSITY 2013
COPYRIGHT OF MAHIDOL UNIVERSITY Thesis entitled ANALYSIS OF FACTORS INFLUENCING THE ACCEPTANCE OF E-READER IN THAILAND
……………………………………… Miss Premsiri Sangpoom Candidate
……………………………………… Asst. Prof. Adisorn Leelasantitham, Ph.D. (ElectricalEngineering) Major advisor
……………………………………… Lect. Supaporn Kiattisin, Ph.D. (Electrical and Computer Engineering) Co-advisor
…………….………………………… Asst. Prof. Bunlur Emaruchi, Ph.D. (Environmental Systems Engineering) Co-advisor
………………………………………… ...... ……………………… Prof. Banchong Mahaisavariya, Lect. Supaporn Kiattisin, M.D., Dip. (Thai Board of Orthopedics) Ph.D. (Electrical and Dean Computer Engineering) Faculty of Graduate Studies, Program Director Mahidol University Master of Science Program in Technology of Information System Management Faculty of Engineering, Mahidol University Thesis entitled ANALYSIS OF FACTORS INFLUENCING THE ACCEPTANCE OF E-READER IN THAILAND
was submitted to the Faculty of Graduate Studies, Mahidol University for the degree of Master of Science (Technology of Information System Management) on April 2, 2013
……………………………………… Miss Premsiri Sangpoom Candidate
……………………………………… Lect. Chanattha Thongsuk, Ph.D. (Information Technology) Chair
……………………………………… ……………………………………… Asst. Prof. Adisorn Leelasantitham, Lect. Supaporn Kiattisin, Ph.D. (ElectricalEngineering) Ph.D. (Electrical and Computer Member Engineering) Member
……………………………………… ……………………………………… Asst. Prof. Bunlur Emaruchi, Lect. Surapong Pongyupinpanich Ph.D. (Environmental Systems Dr. Eng. (Electronic and Information) Engineering) Member Member
……………………………………… ……………………………………… Prof. Banchong Mahaisavariya, Lect. Worawit Israngkul, M.D., Dip. (Thai Board of Orthopedics) M.S. (Technical Management) Dean Dean Faculty of Graduate Studies Faculty of Engineering Mahidol University Mahidol University iii
ACKNOWLEDGEMENTS
This thesis was succeeded with supporting from my major advisor, Asst. Prof. Adisorn Leelasantitham, for guidance, valuable advices, great encouragement, and knowledge to practicing this research. Special thanks Lect. Supaporn Kiattisin, my co-advisor, for attending to my study. Especially, my co-advisor, Asst. Prof. Bunlur Emaruchi, for special attentiveness, always listening, and giving several invaluable suggestion, and time sacrifice for this research. And, I would like to say thank to Lect. Chanattha Thongsuk, committee chair and Lect. Surapong Pongyupinpanich, the external examiner of the thesis defense for their kindness in invaluable suggestion and time sacrifice through this study. Special acknowledgement goes to all the teachers and staffs in Technology of Information System Management department, Mahidol University for their support, take this opportunity to thank those who participated in the questionnaire of this thesis. I would also like to thank my senior, Miss Nisakorn Phichitchaisopa for her helps and comments and thanks all of my friends. Finally, I am very grateful to my family members for their support, care and love. The worth of this thesis, I dedicate to my parents and all the teachers whose inspiration has nurtured my life and knowledge. Last but not least, I would like to thank all of those who I have not listed above.
Premsiri Sangpoom Fac. of Grad. Studies, Mahidol Univ. Thesis / iv
ANALYSIS OF FACTORS INFLUENCING THE ACCEPTANCE OF E-READER IN THAILAND
PREMSIRI SANGPOOM 5237458 EGTI/M
M.Sc. (TECHNOLOGY OF INFORMATION SYSTEM MANAGEMENT)
THESIS ADVISORY COMMITTEE: ADISORN LEELASANTITHAM, Ph.D. (ELECTRICAL ENGINEERING), SUPAPORN KIATTISIN, Ph.D. (ELECTRICAL AND COMPUTER ENGINEERING), BUNLUR EMARUCHI, Ph.D. (ENVIRONMENTAL SYSTEMS ENGINEERING)
ABSTRACT The aim of this study was to investigate the factors that influence behavioral intention of e-reader acceptance in Thailand. Questionnaires were used to gather data from e-reader users, and 400 respondents participated. The model of Unified Theory of Acceptance and Use of Technology (UTAUT) and structural equation modeling (SEM) are used for testing. In addition, this study extends the modulators and adds two new factors, which are perceived enjoyment and price. The results showed that performance expectancy, effort expectancy, social influence, and facilitating conditions are all main factors influencing the adoption of e-readers by actual users. Furthermore, this study found that the perceived enjoyment, price including the modulators (age, gender, and experience) influence e-reader adoption. The analysis results showed that performance expectancy, effort expectancy, social influence, and perceived enjoyment are the most important factors which can promote e-reader users’ intentions to a high level of usage. Facilitating conditions and price also increased actual e-reader usage. Therefore, the e-reader devices should have good performance, be easy to use, and be multi-functional to support work and enjoyment.
KEY WORDS: TECHNOLOGY ACCEPTANCE / UTAUT / E-READER
120 pages
Fac. of Grad. Studies, Mahidol Univ. Thesis / v
การวิเคราะห์ปัจจัยที่มีอิทธิพลต่อการยอมรับการใช้งานเครื่องอ่านอิเล็กทรอนิกส์ในประเทศไทย ANALYSIS OF FACTORS INFLUENCING THE ACCEPTANCE OF E-READER IN THAILAND
เปรมสิริ แสงพุ่ม 5237458 EGTI/M
วท.ม. (เทคโนโลยีการจัดการระบบสารสนเทศ)
คณะกรรมการที่ปรึกษาวิทยานิพนธ์: อดิศร ลีลาสันติธรรม, Ph.D. (ELECTRICAL ENGINEERING), สุภาภรณ์ เกียรติสิน, Ph.D. (ELECTRICAL AND COMPUTER ENGINEERING), บันลือ เอมะรุจิ, Ph.D. (ENVIRONMENTAL SYSTEMS ENGINEERING)
บทคัดย่อ การศึกษาวิจัยนี้มีวัตถุประสงค์เพื่อค้นหาปัจจัยใดที่มีผลต่อพฤติกรรมการยอมรับการใช้ เครื่องอ่านอิเล็กทรอนิกส์ในประเทศไทย โดยแบบสอบถามเก็บจากกลุ่มตัวอย่างที่เป็นผู้มีประสบการณ์ใน การใช้เครื่องอ่านอิเล็กทรอนิกส์ จ านวน 400 คน โดยน าทฤษฏี Unified Theory of Acceptance and Use of Technology (UTAUT) มาสร้างเป็นสมมุติฐาน และใช้การวิเคราะห์ด้วยโมเดลสมการโครงสร้าง (Structural Equation Modeling Testing (SEM)) และเสริมปัจจัย 2 ปัจจัยเพิ่มเติม คือ ความสนุกสนาน เพลิดเพลินและราคาด้วย จากผลการวิจัยพบว่า ความคาดหวังในเรื่องประสิทธิภาพการใช้งาน ความ คาดหวังในเรื่องความง่าย อิทธิพลจากบุคคลรอบข้าง และการสนับสนุนจากโครงสร้างพื้นฐาน ปัจจัยหลัก ทั้งหมดล้วนเป็นปัจจัยที่สนับสนุนให้เกิดการยอมรับการใช้เครื่องอ่านอิเล็กทรอนิกส์ของผู้ใช้งานจริง และ ปัจจัยในเรื่องความสนุกสนานเพลิดเพลิน ราคา รวมถึงปัจจัยภายนอก คือ เพศ อายุ และประสบการณ์การ ใช้ ยังเป็นปัจจัยที่ช่วยส่งเสริมต่อการยอมรับการใช้เครื่องอ่านอิเล็กทรอนิกส์ ผลการวิจัยนี้ ท าให้พบว่า ปัจจัยในเรื่องประสิทธิภาพของการใช้งาน ความง่ายในการใช้งาน อิทธิพลจากบุคคลรอบข้าง และการรับรู้ถึงความสนุกสนานเพลิดเพลินจะน าไปสู่พฤติกรรมการตั้งใจที่จะ ใช้เครื่องอ่านอิเล็กทรอนิกส์ของผู้ใช้งานจริงจนส่งผลต่อการใช้งานจริงที่จะเพิ่มสูงขึ้น รวมถึงสิ่งอ านวย ความสะดวกและโครงสร้างพื้นฐานและราคา จะช่วยเพิ่มการใช้งานจริงให้สูงขึ้นด้วย ดังนั้น เครื่องอ่าน อิเล็กทรอนิกส์ควรจะมีประสิทธิภาพที่ดี ใช้งานง่าย และมีฟังก์ชันใช้งานที่หลากหลายที่สนับสนุนการใช้ เพื่องานและความเพลิดเพลิน
120 หน้า vi
CONTENTS
Page ACKNOWLEDGEMENTS iii ABSTRACT (ENGLISH) iv ABSTRACT (THAI) v LIST OF TABLES ix LIST OF FIGURES xi CHAPTER I INTRODUCTION 1 1.1 Background and Problem Statement 1 1.2 Objectives 7 1.3 Scope of Work 7 1.4 Expected Results 7 CHAPTER II LITERATURE REVIEW 8 2.1 Electronic reader 8 2.2 E-reader technology 9 2.2.1 Electronic ink (E-ink) 9 2.2.2 LCD screen 9 2.2.3 Smartphones 10 2.3 E-reader Formats 11 2.4 Digital Rights Management (DRM) 11 2.5 The Qualification Factors of the E-readers 11 2.5.1 Design 11 2.5.2 Content 12 2.5.3 Memory/Battery life 12 2.5.4 The other features 12 2.6 Trend of e-reader in Thailand 12 2.7 Technology Acceptance 15
vii
CONTENTS (cont.)
Page 2.7.1 Theory of Reasoned Action (TRA) 15 2.7.2 Technology Acceptance Model (TAM) 16 2.7.3 Theory of Planned Behavior (TPB) 16 2.7.4 Technology Acceptance Model 2 (TAM2) 17 2.7.5 Unified Theory of Acceptance and Use of Technology 18 (UTAUT) 2.8 Price/Perceived Enjoyment and Education 23 2.9 Related Studies 24 2.10 Structural Equation Modeling (SEM) 26 2.10.1 Structural Equation Modeling Symbol 27 2.10.2 Data analysis process by SEM 28 2.11 Dummy Variables 30 2.12 Summary Research Framework 34 CHAPTER III RESEARCH METHODOLOGY 35 3.1 Research Methodology 35 3.2 Preliminary Study 36 3.3 Scope of Survey 36 3.4 Proposed Model and Hypotheses 37 3.5 Research Design 42 3.6 Pilot Testing 46 3.7 Data Gathering 48 3.8 Data Coding 49 3.9 Data Analysis 49 3.10 Documentation 50 3.11 Research Tools 50
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CONTENTS (cont.)
Page CHAPTER IV RESULTS AND DISCUSSION 51 4.1 The Survey Results 51 4.1.1 Respondent Profiles 51 4.1.2 Usage of e-reader 53 4.1.3 Descriptive Analysis of e-reader acceptance 57 4.2 Hypotheses Testing 58 4.2.1 Structure Equation Model Testing 58 4.2.2 The Modulators of Preliminary analysis 62 4.3 Discussion of Findings 72 4.4 Reliability of Information Accuracy 75 CHAPTER V CONCLUSION AND RECOMMENDATIONS 77 5.1 Conclusions 77 5.2 Research Limitations 78 5.3 Recommendations 79 5.3.1 Recommendation for E-reader Sellers 79 5.3.2 Recommendation for Publishers / Writers 80 5.3.3 Recommendation for Price / Perceived enjoyment 80 5.3.4 Recommendation of Additional factors in the Future 81 5.3.5 Recommendation of Market Developments 82 REFERENCES 83 APPENDIX 89 BIOGRAPHY 120
ix
LIST OF TABLES
Table Page 1.1 Top 5 vendors -Worldwide e-reader shipment 3 1.2 Launched of E-reader Product (Years) 5 2.1 Increasing number of internet users during the period of 2008-2012 13 2.2 Modulator results of finding in UTAUT 19 2.3 Four core determinants of UTAUT 21 2.4 The other researches of UTAUT 22 2.5 Symbol picture and meaning 28 2.6 Indices in using for SEM 30 3.1 Topic of the Questionnaire 42 3.2 The items summarized of performance expectancy 43 3.3 The items summarized of effort expectancy 43 3.4 The items summarized of social influence 44 3.5 The items summarized of facilitating conditions 44 3.6 The items summarized of behavior intention 45 3.7 The items summarized of use behavior 45 3.8 The items summarized of perceived enjoyment 46 3.9 The items summarized of price 46 3.10 The items summarized of Pilot test 47 4.1 Demographics of the respondents 52 4.2 Perception of all constructs 58 4.3 Standard Deviation value (SD) and Correlation Matrix 60 4.4 Overall model fit indices for measurement 61 4.5 Meaning of Dummy variables 62 4.6 Pretesting with the modulators (Gender) 63 4.7 Pretesting with the modulators (Age) 63
x
LIST OF TABLES (cont.)
Table Page 4.8 Pretesting with the modulators (Experience) 64 4.9 Pretesting with the modulators (Education) 65 4.10 Test results of e-reader acceptance model 68 4.11 Decomposition of the effect analysis in e-reader acceptance model 70 4.12 Summary of Finding in e-reader acceptance model 71
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LIST OF FIGURES
Figure Page 1.1 Global e-reader shipment shares of each continent 2 1.2 Choice for the users in using tablets 3 1.3 The percentage of adults who own tablets and e-book readers in USA 4 1.4 Mobile Vendors Revenue Comparison in 2011 6 2.1 A dedicated e-book reader device 8 2.2 Amazon Kindle (E-ink display technology) 9 2.3 iPad by Apple (LCD display technology) 10 2.4 Reading function of Samsung S3 10 2.5 Interested in the internet usage from August 2009 through December 2010 14 2.6 BenQ E-reader N60 14 2.7 Theory of Reasoned Action (TRA) 15 2.8 Technology Acceptance Model (TAM) 16 2.9 Theory of Planned Behavior (TPB) 17 2.10 Technology Acceptance Model 2 (TAM 2) 18 2.11 UTAUT Model 20 2.12 Modified UTAUT Model 24 2.13 Structural Equation Modeling (SEM) 27 2.14 Structural equation modeling process 29 2.15 Dummy within Regression lines (Contrasts intercept and same slopes) 31 2.16 Dummy within Regression lines (Same intercept and contrast slopes) 32 2.17 Dummy within Regression lines (Contrasts both intercept and slope) 33 2.18 Research Framework 34 3.1 Research Methodology 35 3.2 Proposed model and Hypotheses 37 4.1 Percentage of the use of E-book reader types 53
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LIST OF FIGURES (cont.)
Figure Page 4.2 Percentage of E-reader Brand 54 4.3 Percentage of Tablet Brand 54 4.4 Percentage of Smartphone Brand 55 4.5 Percentage of a kind of books for reading via e-reader 55 4.6 Percentage of the usage functions in e-reader devices 56 4.7 Percentage of e-reader qualifications 57 4.8 Statistical significant of the e-reader acceptance model 67 4.9 Reliability of information accuracy 76 5.1 The example of the brand loyalty (factors) affected 81
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 1
CHAPTER I INTRODUCTION
1.1 Background and Problem Statement Currently the information technology and with the growing of internet usage, e-reader devices are having become widely accepted within daily life. E-reader is changing the lifestyle of peoples and the reading via books. And, these devices are useful for the activities, such as reading e-books and playing the game. People use e- reader technology for supporting their aims. For instance in the schools, e-reader enables the students to understand a new knowledge in studying easily. There are many advantages to using the e-readers. For example, the quite small sizes of e-reader devices are suitable for carrying everywhere. Some e-reader devices can easily connect to the internet which users can search for digital e-book sellers of the online bookstore, including decide to buy e-books for reading. And, the e-books owned by the user are managed in the cloud technology. Electronic ink or E-ink technology, which is an e-reader display technology, and electronic paper technology to display content to the readers, can reserve our eyesight. E-reader devices also can save much content types or create new files. And, those files are able to save entire memory to the e-reader devices or memory cards. In addition, E-reader can reduce paper usage including environmental preservation. It can save the environmental, and energy. Because of the reducing energy and cutting trees, it is causing global warming, environmental pollutions or climate change. And, it also helps reduce using papers including paperless access. For publishers and writers, the processing of e-book reader is less than an actual book. They also can produce to e-book easily and quickly including the low printing costs (Han et al., 2010). Moreover, the e-readers can helps some handicapped such as blind peoples. The example, the voice software of e-reader function cans read text format. And, it was converted to voice formats (Takashi, 2010). Therefore, all people use increasingly these e-reader devices. Premsiri Sangpoom Introduction / 2
E-reader is the most popularity devices with people. From Digitimes Research (Wang, 2011), Figure 1.1 presents the results of e-book reader shipments share from each continent. Although 83 percent was the most shipment share value of the North America in 2010, the e-book reader shipment share value of this continent was decreased to 72 percent in 2011. However, it found that 16 percent of the e-book reader shipment share value in Europe, which is increased from 2010. This indicated that the amount of e-book reader usage will increase in the world highly.
Figure 1.1 Global e-reader shipment shares of each continent (Wang, 2011)
The results from this survey result of the International Data Corporation (IDC) about selling e-readers shipment each brands in 2011. The survey was found that the leader of market share was 41.5 percent of Amazon’s Kindle among 1.14 million units was shipped in the third quarter of 2010. Pandigital was 16.1 percent of market share and this shipment was 0.44 million units. Followed by Barnes and Noble, Sony, Hanvon, and the others were shown the market share results shown in Table 1.1. This shows the e-reader market share had the high competitive intensity. And, people are interested in this technology.
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 3
Table 1.1 Top 5 vendors-Worldwide e-reader shipments Rank Vendor 3Q10 Shipments (M) Market Share (%) 1 Amazon 1.14 41.5% 2 Pandigital 0.44 16.1% 3 Barnes and Noble 0.42 15.4% 4 Sony 0.23 8.4% 5 Hanvon 0.23 8.2% 6 Others 0.29 10.4% (“Online Market trends”, 2011)
E-reader is a part of many technologies such as tablets, smartphones, or mobiles. Therefore, these technologies are roles adding usage in people who they like reading books via new technologies. Figure 1.2 shows the activities of the tablet user respondents in United State who uses the tablets. In 2011, the tablet users like playing games mostly (84%), searching for information (78%), and emailing (74%) respectively. Although the result of reading news was less than the other activities, this result of reading is over than 61 percent. It shows that readings are important for users really so that to optimize the quality usages.
Figure 1.2 Choice for the users in using tablets (“Studying to understand tablet device users”, 2011) Premsiri Sangpoom Introduction / 4
E-book reader was launched in 2009 until Apple had produced Tablets (iPad) in 2010. This indicated that e-reader users also like use tablets for reading as shown in Figure 1.3. According to The Pew Research Center’s Internet & American Life Project (Pew Internet) study from January 2012, the United State adults who own tablet computers and e-book readers from 2009 to 2011. It was founded the study results in December 2011 to January 2012. The results increased in growth every year which also increased from 10 percent to 19 percent over the same time periods. It may be in the holiday gift-giving period. And, it also represents that tablets have been begun growth in the target groups highly.
Figure 1.3 The percentage of adults who own tablets and e-book readers in USA (“Tablet and e-book reader ownership surge in the holiday gift-giving period”, 2012)
In 2004, the first E-reader was developed by Sony, the other company also interested in the e-reader market share. Next, a tablet computer was launched by Apple in 2010, which was called “iPad”. This tablet has many multi-functions such as taking a photograph, shooting video, or playing music. Thereby, the growth of competitive market share is relatively high. Table 1.2 shows all summaries in the descriptive of manufacturers, first model and the launched of the product (Years). It is indicated that manufacturer have been launched new e-reader products continually.
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 5
Table 1.2 Launched of E-reader Product (Years) Manufacturers First model Launched of Product (Years) Sony Librié 2004 iRex Technologies iLiad 2006 Amazon.com Kindle 2008 Barnes & Noble Nook 2009 Hanvon WISEreader N516 2009 PocketBook PocketBook Pro 902 2010 Kobo Inc. Kobo eReader N416 2010 Apple Inc. iPad 2010 (“Comparison of the e-book readers”, 2010; Griffey, 2010)
The iPhone is a line of the smartphone of Apple, which are the mobile multifunction into the mobile markets. The iPhone does not only use to call, but it also cans use for reading document files or e-books. And, the smartphones are the most popularity in e-reader users because it is light weight to carry everywhere. Thereby, the other mobile companies has produced new smartphone in own brand. It presents the growth of smartphone markets are relatively fast because Apple is the main leader of the mobile market. Because of the multi-function of iPhone, it demonstrated that e-reader function also is required for smartphone highly. According to Online Marketing Trends (2011), Mobile Vendors Revenue Comparison survey in 2011, study was comprised of a sample based in the US and Canada. In Figure 1.4, this survey founded that Apple lead in smartphone revenue from iPhone.
Premsiri Sangpoom Introduction / 6
Figure 1.4 Mobile Vendors Revenue Comparison in 2011 (“Online Marketing Trends”, 2011)
From all above, it shows about the high rate of growth of using e-readers in each year. The researcher appreciates people or users require the e-reader adoption for lifestyle. Consequently, the factors which it was influence with acceptance of the e-reader in Thailand. And, it will help to develop e-reader device and support marketing more and more. There is not study, statistics reports, and a full review of literature on Thailand about usage e-reader in Thailand, but rather an overview of using technology in Thai population have interesting factor. The researcher is interesting about study factors that related influence and will results usage e-reader in Thailand. Therefore, the researcher proposed the research model being a tool to measure acceptance of using e- reader. The researcher used people using e-reader in Thailand to confirm the proposed research model for finding the acceptance factors.
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 7
1.2 Objectives The objectives of this study are as follow: 1. To investigate the acceptance and use e-reader. 2. To develop a model the relationships among the factors that decision to use of e-reader. 3. To collect results Thai people usage e-reader.
1.3 Scope of Work The scope of this study of: The research selected data from sample survey people who use e-reader and use portable devices (Tablet computer devices and smartphones) in Thailand.
1.4 Expected Results The expected outcome of this study includes: 1. Know in the acceptance of e-reader adoption. 2. Know usage e-reader in Thailand. 3. Guidelines for e-reader development to develop application of e-reader and customer service. Premsiri Sangpoom Literature Review / 8
CHAPTER II LITERATURE REVIEW
2.1 Electronic reader Electronic reader is often called e-book device or e-reader. It is an electronic device that is designed for the main purpose of reading e-book or digital books and it uses e-ink technology to display content to reader (Jung et al., 2011). And, it also explains e-book reader is reading e-books dedicated mobile terminals that can save and shows e-books in many formats such as PDF, or JPEG. It can provide the e-books with the website to download. And, it also reads the e-books via the internet (Han et al., 2010). A dedicated e-book reader device composes of input modules, output modules, electronic database, the management and control module, and transmission module (Figure 2.1).
Electronic database Transmission module
The Management and Control modules Input modules
Input devices Output modules Output devices
Figure 2.1 A dedicated e-book reader device (Han et al., 2010)
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 9
2.2 E-reader technology E-reader technology can be separated into 3 categories. As per below:
2.2.1 Electronic ink (E-ink) E-ink technology (Electronic-paper displays) is a specific proprietary type of electronic paper manufactured by E Ink Corporation, founded in 1997 based on research which was started by MIT Media Lab. It built screens lighter and more readable, especially outdoors in bright light. Batteries are much lighter and continue to improve such as Amazon Kindle, Sony Reader, or Barnes & Noble Nook (“Comparison of the e-book readers”, 2010).
Figure 2.2 Amazon Kindle (E-ink display technology) (“Amazon Kindle”, 2013)
2.2.2 LCD screen LCD display technology often is called “Tablet computer” or “Non- electronic-paper displays” such as iPad, or Samsung Galaxy Tab. Thin film transistor liquid crystal display (TFT-LCD) is a variant of liquid crystal display (LCD) which uses thin-film transistor (TFT) technology to improve image quality such as addressability, or contrast. TFT-LCD is a type of Active matrix LCD, though all LCD- screens are based on TFT active matrix addressing. LCDs are used in a wide range of applications, including computer monitors, televisions, instrument panels, aircraft cockpit displays, or signage. There are common to support the consumer devices such Premsiri Sangpoom Literature Review / 10 as video players, gaming devices, clocks, watches, calculators, and telephones. And, LCD screen is not as comfortable as E-ink screen.
Figure 2.3 iPad by Apple (LCD display technology) (“iPad”, 2013)
2.2.3 Smartphones Smartphones can be used for reading e-books such as iPhone, or Samsung Galaxy S3. However, the some smartphone models can read text viewers only. Although, the monitors of some smartphone models are smaller than Tablets, the main advantage point of smartphone is easy to carry out everywhere.
Figure 2.4 Reading function of Samsung S3 (“Samsung S3 for reading”, 2013) Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 11
2.3 E-reader Formats E-reader can store the e-book files, the manufactures design the file format to support in difference patterns, such as PDF, MOBI, DOC, WOLF, MP3, HTML, TXT, CHM, FB2, DjVu, PNG, TIF, GIF, BMP, JPG, PPT, EPUB, LIT, PRC. Almost, support all popular formats. And, there are software-based e-book reader types such as Standard, Plus, Comic, Spiral, and Adobe acrobat (Mutalib, Alwi & Salam, 2006).
2.4 Digital Rights Management (DRM) Digital rights management (DRM) is built for the hardware manufacturers, publishers, and copyright. It helps to protect the copyright files such as text books. Copy protection which can be circumvented without modifying the files or devices, such as serial numbers or key files, is not generally considered to be DRM. DRM also includes specific instances of digital works or devices. Several companies use digital rights management to protect such as Amazon, AT&T, AOL, Apple Inc., the BBC, Microsoft, Electronic Arts and Sony. In 1998, the Digital Millennium Copyright Act (DMCA) was passed in the United States to impose criminal penalties on those who make available technologies whose primary purpose and function is to circumvent content protection technologies (“Digital right management”, 2010).
2.5 The Qualification Factors of the E-readers The Qualification factors of the e-reader are considered by ranking and comparing e- readers such as design, content, memory/or battery life and the other features (“E-book reader: What to Look For”, 2012). The topics as follow:
2.5.1 Design Some e- readers offer an E-Ink technology that makes you feels similar as you are reading an actual book, while LCD color screens of some e-reader that it cans make image, take a photograph, or make a movies. It also cans use button navigations Premsiri Sangpoom Literature Review / 12 and touch the usage functions of screens. Therefore, some people are interested in size, weight devices, design aspects, resolutions, and the ease of the navigations.
2.5.2 Content The almost e-book devices can collect many different files and capacity of device cans be supported. And, the more file types are better because it gives you more reading options.
2.5.3 Memory/Battery life Memory/battery life is more necessaries. The numbers of pages that can turn on a single charge and the amount of memory available for storing books are the important for making the e- reader experience more enjoyable.
2.5.4 The other features For the other features example, the number of gray scale levels, audio formats, image formats, text-to-speech feature, apps, email, or internet surfing etc.
2.6 Trends of e-reader in Thailand Citizen in Thailand has been interested in the communication technology as the internet or mobiles. According to a survey of National Statistical Office Thailand in 2013, the amount of internet users has increased, as shown in Table 2.1. The number of internet users of Thailand, it increased to 26.5 percent of the all Thai population in 2012, and then to 18.1 percent in 2008. This indicates that people in Thailand are interested in the internet usage which the e-readers can connect to the internet.
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Table 2.1 Increasing number of internet users during the period of 2008-2012 Year Internet users Populations Percentage 2008 10,963,779 60,345,271 18.1 2009 12,334,219 61,301,100 20.1 2010 13,844,121 61,896,854 22.4 2011 14,773,403 62,414,235 23.7 2012 16,632,908 62,859,329 26.5 (Nation Statistical Office Thailand, 2013)
In 2010, the Publishers and Booksellers Association of Thailand estimated trend of e-reader in Thailand. A survey of visitors to the National Book Festival was conducted period October, 2010. From the visitor’s total 1,316 respondents in the National Book Festival, the forty respondents or 3% were reading from e-reader device, while other in 1,071 respondents or 81.4% were not reading via e-reader because they did not have e-reader and likes read actual book only. However, e-reader in Thailand has been popular more and more. Because of advance in communication technology results of access to the internet. There is more convenient. According to a survey of True Hits Statistics in 2011, it reported about the website usage in Thailand that it shows the interest in the internet usage by the other electronic devices. And, the report was surveyed from 54,643 respondents between August 14, 2009 and December 12, 2010. As shown in Figure 2.5, this graph presents the interest in the internet usage about the books such as reading or purchasing books. It was founded in a range at 40.83 percent of interest in the internet usage about the books. Premsiri Sangpoom Literature Review / 14
Figure 2.5 Interested in the internet usage from August 2009 through December 2010 (Truehits.net, 2011)
In Thailand, the book industry was growing from informed sources of the e-books, and foreign countries also, was developing the e-book technology within two years ago. In 2010, True Digital Content and Media Group Company have launched a website “Truebookstore.com”. That joins with the publishers and manufacturers launch of the e-reader. This e-reader is called "BenQ". Next, digital book library in the website or Truebookstore.com cans load e-book for First-time in Thailand. True Digital and Media Group Company joins make marketing with BenQ Company launched "BenQ E-reader N60". In 2010, Thai language was contained in this e-book device. In the same year, the first-generation and iPad launched in Worldwide include Thailand. And finally, iPad has been growing and popular presently in Thai citizen.
Figure 2.6 BenQ E-reader N60 (Ecommerce-magazine.com, 2010) Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 15
2.7 Technology Acceptance Technology acceptance is a theory to find the factors that they help support technology adoptions by personal behavior. The factors will help the research for choosing a good direction of support adoption behavioral. There are many technology acceptance theories such as Technology Acceptance Model based on theory of reasoned action (TRA), Technology Acceptance model (TAM), Theory of Planned Behavior (TPB), Technology Acceptance model 2 (TAM2), and the Unified Theory of Acceptance and Use of Technology (UTAUT). Therefore, this topic is shown the other technology acceptance theories as per below;
2.7.1 Theory of Reasoned Action (TRA) Theory of reasoned action (TRA) is an especially well-research intention model that has proven success in predicting and explaining behavior across various domains. This model included 2 determinants: Attitude toward behavior (A), and Subjective Norm (SN), as shown in Figure 2.7. Attitude toward behavior defines “an individual’s positive or negative feeling about performing the target behavioral”. And, Subjective Norm is defined “the perception of person that most people who are the important to him/her think he/she should or should not perform the behavior in question” (Fishbein and Ajzen, 1975). For the behavior factors, the Behavioral Intention (BI) is used for predicting users’ behavior what technology using such as computers, or telefax. It is considered to explain any human individual behavior and other factors what it related. Therefore, this theory is mainly suitable for studying the determinants of computer usage behavior.
Beliefs and Attitude toward Evaluations Behavior (A)
Behavioral Actual Intention (BI) Behavior Normative Beliefs Subjective Norm and Motivation to (SN) comply
Figure 2.7 Theory of Reasoned Action (TRA) (Fishbein and Ajen’s, 1975) Premsiri Sangpoom Literature Review / 16
2.7.2 Technology Acceptance Model (TAM) Technology Acceptance model is called as “TAM”. This theory mainly offers a basic framework so as to explain the influence of external variables towards behavioral idea. Davis (1989) introduced TAM by is widely adopted from TRA ((Fishbein and Ajzen, 1975). The technology acceptance model (TAM), which is specifically meant to explain computer usage behavior. As, shown in Figure 2.8, TAM included two determinants: perceived usefulness (PU) and perceived ease of use (PEOU). PU defines to the individual people believes that using a particular systems will increase his/her job performance within industries/organizations. And, PEOU is defined as the degree to which the prospective user expects the target system to be free of effort (Davis, Bagozzi, & Warshaw, 1989).
Perceived Usefulness (PU) Attitude Behavior Intention Actual System towards using to use (BI) Use (AT)
Perceived ease of use (PEOU)
Figure 2.8 Technology Acceptance Model (TAM) (Davis, 1989)
2.7.3 Theory of Planned Behavior (TPB) Theory of Planned Behavior (TPB) is an extension of theory of reasoned action (TRA), which has as its main goal the prediction and understanding of human behavior (Ajzen, 1991). Attitude towards using (AT) and Subjective Norm (SN) are applied from TRA. And, a new factor of TPB is the Perceived Behavior Control (PBC). PBC is the perceived ease of difficulty of indicating the behavior. Moreover, the individual behavior of each people is regarded Behavior intention to use (BI) on AT, SN, and PBC. It can be seen from Figure 2.9. The prior studies were presented by Ajzen. The TPB has been effectively applied to the understanding of individual acceptance and usage of many different technologies.
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 17
Perceived Usefulness (PU) TAM
Attitude towards Behavior Intention to using (AT) use (BI) Perceived ease of use (PEOU)
Subjective Norm (SN)
Perceived Behavior Control (PBC) TPB
Figure 2.9 Theory of Planned Behavior (TPB)
2.7.4 Technology Acceptance Model 2 (TAM2) Venkatesh and Davis (2000) proposed Technology Acceptance Model 2 (TAM 2) with the aim of extending TAM to provide a detailed account of the key forces underlying judgments of perceived by including additional key determinants of perceived usefulness and usage intention constructs, as shown in Figure 2.10. External variables that effect perceived usefulness are divided into two groups as social influence processes and cognitive instrumental processes in TAM 2. Constructs that spanning social influence processes are determined as subjective norm, voluntariness, and image and constructs that spanning cognitive instrumental processes are determined as job relevance, output quality, result demonstrability and perceived ease of use.
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Experience Voluntariness
Subjective Norm
Image
Perceived Usefulness Job (PU) Relevance
Intention Usage to use Behavior Output Quality Perceived ease of use (PEOU)
Result Demonstrability Technology Acceptance Model
Figure 2.10 Technology Acceptance Model 2 (TAM 2) (Venkatesh and Davis, 2000)
2.7.5 Unified Theory of Acceptance and Use of Technology (UTAUT) Venkatesh and our research teams developed new technology acceptance model from previous theories to the Unified Theory of Acceptance and Use of Technology or UTAUT. This theory is adapted from eight previous technology acceptance theories which the consist of Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), Motivational Model (MM), Theory of Planned Behavior (TPB), Combined TAM-TPB (C-TAM-TPB), Model of PC Utilization (MPCU), Innovation Diffusion Theory (IDT), and Social Cognitive Theory (SCT) (Venkatesh et al., 2003). The purpose of UTAUT model integrates the points that were addressed in the relevant documents into four core determinants: performance expectancy, effort expectancy, social influence, facilitating conditions; and four control variables or the modulators: gender, age, experience, and voluntariness of use. Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 19
All modulator results are affected in Venkatesh and co-teams (2003) research, as shown in Table 2.2.
Table 2.2 Modulator results of finding in UTAUT (Venkatesh et al. 2003) Hypothesis The relationship Modulators Explanation No. of variables H1 BI → PE G, A Effect stronger for men and younger workers H2 BI → EE G, A, EXP Effect stronger for women, older workers and those with limited experience H3 BI → SI G, A, VOL, Effect stronger for women, older EXP workers, under conditions of mandatory use, and with limited experience H4a BI → FC None No significant due to the effect being captured by effort expectancy H4b Usage → FC A, EXP Effect stronger for older workers with increasing experience H5a BI → CS None No significant due to the effect being captured by effort expectancy H5b BI → CA None No significant due to the effect being captured by effort expectancy H5c BI → Attitude None No significant due to the effect being captured by process expectancy and effort expectancy H6 Usage → BI None Direct effect Note : Construct abbreviations: PE = Performance expectancy, EE = Effort expectancy, SI = Social influence, FC = Facilitating conditions, BI = Behavior intention, CS = Computer self-efficacy, CA = Computer anxiety, Attitude = Attitude toward using tech G = Gender, A = Age, VOL = Voluntariness, EXP = Experience
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UTAUT has four core determinants. First, Performance expectancy (PE) refers to performance in information technology’s users. Second, Effort expectancy (EE) refers to the degree of ease levels associated with the use of system. Third, Social influence (SI) refers to the degree of an individual perceives the importance that others believe he/her should use new systems. And Forth, Facilitating conditions (FC) refers to the degree which an individual believes that an organization and technical infrastructure exist to support the system usage. The evidence-based result shows that this new framework’s explanation strength for technology acceptance behavior is up to 70 percent, which is more effective than any known prior models. Its theoretical framework is shown in Figure 2.11.
Performance Expectancy Behavior Use Intention Behavior
Effort Expectancy
Social Influence
Facilitating Conditions
Gender Age Experience Voluntariness of Use
Figure 2.11 UTAUT Model (Venkatesh et al., 2003)
And, four core determinants are comparing with the other previous factors as shown in Table 2.3.
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 21
Table 2.3 Four core determinants of UTAUT (Venkatesh et al., 2003) The source of UTAUT determinants The sub-determinants integrated model
Performance Expectancy Perceived usefulness TAM/TAM2/C-TAM-TPB
(PE) Extrinsic motivation MM
Job-fit MPCU
Relative advantage IDT
Outcome expectations SCT
Effort Expectancy (EE) Perceived ease of use TAM/TAM2
Complexity MPCU
Ease of use IDT
Social Influence (SI) Subjective norm TRA,TAM2, TPB/DTPB,
C-TAM-TPB
Social factors MPCU
Image IDT
Facilitating Condition Perceived behavioral TPB/DTPB,C-TAM-TPB
(FC) control
Facilitating Condition MPCU
Compatibility IDT
In Table 2.4 is shown as the other researches which they studied by UTAUT. And, it shows that UTAUT is the popular for finding the technology acceptance factors.
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Table 2.4 The other researches of UTAUT Studies Technologies Sampling UTAUT Antecedent Indrawati, 3G mobile 154 respondents PE, EE, SI, Price of the Raman M. multimedia that are mobile FC, G, A services and and Chew services phone users but devices, and K.W. non 3G users in content. (2010) Indonesia
Indrawati, MMS and 3G 5,000 mobile PE, EE, SI, Price , Hobby Murugesan subscribers cited FC, G, A, BI, Affordability and Raman that the biggest USE of customers (2010) attribute for them not to migrate are 3G mobile phone and service charge
Park, Yang, Mobile 221 Chinese PE, EE, SI, Attitude on and Lehto Technologies nationals FC, G, EDU, using Mobile, (2007) EXP Using intention Mobile
Gahtani, Information 200 user in Saudi PE, EE, SI, Subjective Hubona, technology Arabia FC, G, A, Norm and Wang (IT) adoption EXP, BI, USE (2007)
Wu et. al. 3G mobile 788 valid PE, EE, SI, Education is (2008) telecommunic responses FC, G, A, added into the ation EXP, VOL control variable group
Abbreviation Note: Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Facilitating Conditions (FC), Gender (G), Age (A), Experience (EXP), Price, Voluntariness of Use (VOL), Actual use (USE), Education (EDU)
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 23
2.8 Price/Perceived Enjoyment and Education In this study propose two new factors as price and perceived enjoyment that they will affect in this technology acceptance model. And, a new modulator is education. Pricing was related with different sized customers that in prior study were obvious relationship between performance and relational exchange depend on the customer’s size in the paper industry. And, pricing different types and purchasing performance indicated it was connected with factors shaping the relational exchanges of small and large size customers (Fink, James & Hatten, 2011). Therefore, it also indicates that price factor is affected with the using technology behavior adoption. Next, the perceived enjoyment was concerned with behavior intention. Perceived enjoyment which it also is a new determinant for this study. When people concentrated within a technology long-time, they will be happy and enjoy until it was perceive enjoyments ultimately. Prior research shows the perceived enjoyments are affected with behavior intention of multimedia services (Pagani, 2004). Some research used the modulator factors as education, as shown in Figure 2.12. The example, it is alike with some technology acceptance researches about 3G mobile telecommunication users of this technology behaviors adoption (Wu et al., 2008). The external variables are organized by the UTAUT determinants/factors. The control determinants are in accordance with the UTAUT model’s determinants, including gender, age, experience, voluntariness of use, and education is added. And finally, a new modulator or Education also chooses education to add to in the theories framework about e-reader acceptance. It helps to support about the education level will effect to e-reader users. A new modulator factor is interested for using technology acceptance as e- reader adoption because users need to e-reader knowledge enough for supporting or using this e-reader devices adoption to performance potential.
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External variables Behavioral intention Use of behavior
Performance expectancy
Effort expectancy Control variables Social influence Gender Age Experience
Facilitating conditions Voluntariness of use Education
Figure 2.12 Modified UTAUT Model (Wu, et al. 2008)
2.9 Related Studies There are various studies that have examined acceptance model in e-reader and the other technologies as mobile technology. It is shown as follows. Pagani (2004) studied about technology factors influence the user’s adoption of 3G mobile multimedia services from 1,000 Italian mobile users or 1,000 representative samples. Technology acceptance model was adopted in this research and this model framework was added as price, perceived usefulness and speed of use to the research model. The results present that perceived usefulness, perceived ease of use, price and speed of use. These factors are the most important determinants of adoption of multimedia mobile services. Pagani suggested about pricing in new technology based on the amount of data-download including on the duration of time spent online. Luan and Lin (2005) tested extends TAM in mobile service contexts by adding all factors to the research model: perceived credibility, perceived self-efficacy and perceived financial resource. The results that perceived credibility and perceived financial resource were significant antecedents on perceived usefulness. Perceived self-efficacy was significant on perceived ease of use that perceived ease of use was sub-determinant of effort expectancy in UTAUT model. The researchers found Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 25 perceived credibility and perceived financial resources to be higher level were affected on behavior intentions (Luarn and Lin, 2005). Chang and his research team (2007) studied on the physicians’ acceptance of a pharmacokinetics-based clinical decision support system (CDSS). They used UTAUT model mainly. And, the results show four determinants (performance expectancy, effort expectancy, social influence, and facilitating conditions) were found to be significant on behavior intention of Taiwan physicians (Chang et al., 2007) In 2007, Wu and co-researchers applied UTAUT model to explore the behavior of 3G mobile communication service. They found performance expectancy, social expectancy and facilitating conditions significant on behavior intention. In addition, the behavior intention also was significant on use 3G mobile telecommunication service behavior adoption (Wu et al., 2007). And, another research of Wu and same research team in 2008, they founded the other modulators affected as gender, age, experience, and education. It also indicated that the modulators are affected with main factors in UTAUT (Wu et al., 2008). Qingfei, Shaobo, and Gang (2008) studied about mobile commerce user acceptance study in China by applying UTAUT model. They defined framework for supporting the characteristic of m-commerce acceptance and usage in China. They also proposed in internet-based e-commerce and mobile device based on m-commerce such as personal experience, cost, trust, privacy, user’s demographics, and user satisfaction. Shin (2009) studied about consumer acceptance in the context of mobile payment. His research used the UTAUT model with constructs of security, trust, social influence, and self-efficacy. He also founded all determinants affected, expect for social influence and self-efficacy. Furthermore, the demographics were the modulators on the relations among variables were found to be significant. Another research of Shin (2010) explores and comparative model of consumer acceptance in the context of the mobile virtual network operators (MVNOs). He applied UTAUT model with the constructs from the innovation diffusion theory (IDT) such as compatibility, relative advantage and social influence. Structural equation modeling is used to construct a predictive model of attitudes toward the Premsiri Sangpoom Literature Review / 26
MVNO services. The model confirms the classical role of technology acceptance (TAM) perceived usefulness and ease of use are key antecedents to consumers’ intention and added price level to the research model. His research defines perceived price as user’s adoption of the amplitude of the cost using an MVNO (monetary, stress and time) that add negative value to users when making a decision. And, he also found customer will respond with the lowest price level so sensitivity. El-Gayar, Moran and Hawkes (2011), they applied and tested a factor model for understanding college students’ acceptance of Tablet PC (TPC). There are 230 students from a regional Midwestern institution. They founded that the main factors of TPC acceptance as facilitating conditions, performance expectancy, effort expectancy, social influence receptivity. In addition, students’ attitude had the most direct influence followed by facilitating conditions, performance expectancy, and social influence. It was indicated facilitating condition is more important than other determinants of students’ acceptance model. Nevertheless, they also tested the determinant to direct and indirect effect of students’ acceptance in TPC. And, it had no effect. Muhayiddin, Ahmed, and Ismail (2011) offer UTAUT with an addition of two constructs (anxiety, and perceived credibility) in their research about electronic dinar payment system adoption by collected questionnaire survey from 436 users in Malaysia. Their research results found that the factors were performance expectancy, effort expectancy, facilitating condition, and perceived credibility carry the most weight (4.00 and above) among all of the constructs.
2.10 Structural Equation Modeling (SEM) Karl Jöreskog and Dag Sörbom developed Linear Structural RELationship (Lisrel). Karl Jöreskog, Professor in Sweden and Norway, he interests in research topics as multivariate analysis, factor analysis, covariance structure analysis, structural equation models, and statistical applications in behavioral and social sciences. For co- researcher, Dag Sörbom teaches statistics at the University of Uppsala. His research interests include: covariance structure analysis and structural equation models, Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 27 especially multiple-group problems. They developed the LISREL model and the LISREL computer program (“SSI - Scientific Software International, Inc.,” 2005). Lisrel was developed for Structural Equation Modeling (SEM). Today, the program is widely used in Thailand and other country. For example of other SEM Model program, AMOS, M plus, or EQS (Suppamas, Somtawin, & Rudchaneekun, 2009). Structural equation modeling is consisted two parts. There are two kinds: Measurement model, and structural model. Measurement model shows linear relationship between latent and observed variables. Structural model shows linear relationship of latent variable together.
2.10.1 Structural Equation Modeling Symbol Figure 2.13 and Table 2.5 show Structural Equation Modeling picture and symbol meaning, respectively.
e1 e2
d1 Y1 Y2 X1
K1 d2 X2 e5 E1
d3 X3 Y5 K2 E3 d4 X4 E2 Y6
d5 X5 K3 e6 d6 X6 Y3 Y4
e3 e4
Figure 2.13 Structural Equation Modeling (SEM)
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Table 2.5 Symbol picture and meaning Symbol Picture Meaning
Observed variable
Latent variable
Path analysis/Factor analysis Relationship
Covariance or Relationship of 2 variables
2.10.2 Data analysis process by SEM Data analysis uses structural equation modeling (SEM) process. It has five processes for SEM in flowchart. First step, Theory, the researcher studied related theories and other literatures. It can help researcher to understand in the variables choosing in model what variables should be build variables. Second step, this research framework, the researcher begins to develop research model can be use variables which it related researches into research framework completely. In the Third step, Model Indentification, the model identification studied parameter value characteristic is no value what analyzes condition by comparing with n(n+1)/2 and amount of parameters want estimation. (n stand for amount of observed variable in model included X and Y); Condition (Figure 2.14). As follows; 1. n(n+1)/2 < amount parameter what it estimation is Under Identification. Lisrel shows df = negative (-) / no estimation report 2. n(n+1)/2 = amount parameter what it estimation is Just Identification. Lisrel shows df = Zero (0) / no SE and t-value report 3. n(n+1)/2 > amount parameter what it estimation is Over Identification. Lisrel shows df = Positive (+) / show estimation, SE and t-value report In the fourth step, Estimation, after checking estimation is found as over Identification. Program will show all estimations and using parameter value calculate Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 29 to variance /co-variance of observed variables. It shows computed covariance matrix (Σ (θ)). For the fifth step, Model fit, Program calculates value for checking model fit. Follow as; H0: Hypothesis model is consistent with interpretation data H1: Hypothesis model does not consistent with interpretation data - test is no significant shows hypothesis model consistent with interpretation data. Finally step, Model Interpretation, if hypothesis model does not consistent with interpretation data, researchers need to adapt model again until model fit.
Start
Theory
Researc h Framework
Model Identification
Adapting
model Estimation Empirical data
Computed covariance Sample covariance matrix (∑ (θ)) matrix (∑)
NO Model fit
YES
Model Interpretation
Finish Figure 2.14 Structural equation modeling process
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The reliability and validity of the measurement model is assessed by a confirmatory factor analysis (CFA) using the LISREL software to perform the structure modeling analysis and Model fit. The researcher uses this measurement to confirm this research result. And, Table 2.6 explains all measurement values for scaling in using SEM as the following.
Table 2.6 Indices in using for SEM Type of Indices Recommended Value Reference χ 2 /d.f. less than 3 or 5 Goodness of Fit Index (GFI) more than 0.9 Adjusted Goodness of Fit (AGFI) more than 0.9 Normed fit index (NFI) more than 0.9 (Hair et al., 2010) Non-normed fit index (NNFI) more than 0.9 (Gefen & Keli, 1998) Comparative fit index (CFI) less than 0.05 Root mean square resident (RMR) less than 0.10 Root mean square error of less than 0.05 approximation (RMSEA)
2.11 Dummy Variables Variables are divided into 2 types: quantitative variables and qualitative variables (dummy variables). A quantitative variable is a variable which it is a number value including it presents the volume of levels such as salary, or score points. Qualitative variables (dummy variables) is a variable that it is not conventionally measured on a numerical scale variable which it is not number values such as gender, occupation, education, or religion (Suits, 1957). Dummy variable has an influence on other variables. Example, gender has an influence on purchasing clothes costs because almost females like buy some clothes more than males. Therefore, the equation of clothes costs must use dummy variables as gender to analyze. In the equation of regression line, the independent variables had an influence on dependent variables but they cannot find value to numerical scale Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 31 variable. Therefore, it is revealed whether an observation possesses a certain characteristics. These variables also are defined as dummy variable (Krai, 2006). For example, in purchasing clothes costs case, that it is defined as Purchasing clothes = Y, which depend on incoming (X), and gender is a dummy variable (D). The value of dummy variable is 1 if the observation possesses the characteristics and 0 if it does not (Barreto & Howland, 2006). For instance, Female is a dummy variable if it is defined like this: D = 1 if the individual is a female = 0 if the individual is a male
Equation of regression line as:
By D = 1 : Female = 0 : Male
Female case, regression line as:
Male case, regression line as:
Figure 2.15 Dummy within Regression lines (Contrasts intercept and same slopes)
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Figure 2.15 presents that two regression lines are contrast at intercept but same slopes. It was indicated that dummy variables will be affected with the contrast of regression line obviously. When you want regression line, they are contrast in slope. You must get dummy variables to equation like this.
By D = 1 : Female = 0 : Male Regression line of Female case as:
And, regression line of Male case as:
Figure 2.16 Dummy within Regression lines (Same intercept and contrast slopes)
Two regression lines are contrast at slope but same intercepts as shown in Figure 2.16. For a case wants two regression lines are contrasted both intercept and slope. You musts get dummy variables to equation like this.
By D = 1 : Female = 0 : Male Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 33
Purchasing clothes of female consumer case, it presents equation as.
Purchasing clothes of male consumer case, it presents equation as.
Figure 2.17 Dummy within Regression lines (Contrasts both intercept and slope)
In this study, the modulators need transform to dummy variables for using in the Lisrel because all modulators are nominal scale (e.g. gender) and ordinal scale (e.g. age, experience, education). But, all variable of questionnaire part 3 is interval scale. In addition, in this study are not delved into equitation line of dummy. Therefore, transforming of the modulators will help to convert into same scale together for analyzing within Lisrel program.
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2.12 Summary Research Framework According to related researches, many profits of e-read help to supporting many fields such as education, libraries, business or games. This research wants to explore a factor model which these factors influence on users’ acceptance of e-reader devices. People also will be perceived use fullness and ease of use from using actual in e-reader. The researcher used UTAUT and adds new main determinants in this acceptance model as perceived enjoyment (EN) and price (PRICE). And a new moderator as education (EDU) is developed by Wu and co-researchers (2008). Their determinants are affected with behavior intention to use behavior by survey population in Thailand. There were individuals who are using e-readers and have experiences with usage others e-reader devices to read the books. And, Lisrel program is used for analyzing. The research framework is shown below in Figure 2.18.
PRICE PE A, G, EDU
EE G, A, EXP, EDU BI USE
G, A, EXP, SI EDU A, EXP, EDU
FC EN
Moderators: Demographics
- Gender (G) - Education (EDU)
- Age (A)
- Experience (EXP) Figure 2.18 Research Framework Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 35
CHAPTER III RESEARCH METHODOLOGY
In this chapter, the research methodology is described in terms of study methods and research tools.
3.1 Research Methodology This methodology research is consists of 9 steps to achieve the objectives as shown in Figure 3.1.
Preliminary
Define Scope of Survey
Research Model and Hypotheses
Research Design
Pilot Testing
Data Gathering
Data Coding
Data Analysis
Documentation
Figure 3.1 Research Methodology
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3.2 Preliminary Study 1. Literature reviews to related data to involve in e-reader and others electronics devices in Thailand. 2. Studies in statistics theories and collect data by searching the other documents such as the literature, journal, thesis, statistics reports, seminar papers, and also in the internet to identify the research model. The purpose of the research, researcher was study to develop the research methodology. The research focuses on as follow: - Study for collected data about e-readers, population who using e-reader, and technology acceptance model.
3.3 Scope of Survey
1. Target Group The target population for this survey included population in Thailand. There were individuals who are using e-reader and have experience of using others electronic devices for reading the book. The limit of technology in this study is a device or e-reader and portable devices such as iPad (iOS operating system) and Samsung Galaxy Tab (Android device).
2. Sample The population in this research is infinite population method (unknown population size).The infinite population is selected theoretical statistics by calculating size of sampling group (Silpjaru, 2009).
n = Number of sample P = Percentage of random from all of number population. Z = Percentage of the level of confidence. Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 37
The level of confidence 95% Z = 1.96 The level of confidence 99% Z = 2.58 e = Percentage of the level of significance.
Define P = 0.50 as the 50 percent of random from all populations, Z = 1.96 as the 95 percent of the level of confidence, e = 0.05 as 5 percent of the level of significance that are 384 samples. The calculation sample sizes in the case of an unknown number of people. P-value should be set no lower than 50% of the sample size to be the level of reliability (Silpjaru, 2009).
3.4 Proposed Model and Hypotheses The proposed model of this study was developed based on the Unified Theory of Acceptance and Use of Technology (UTAUT).
Price H7
Perceived H6 Enjoyment
Performance H1 Expectancy
Effort H2 Behavior H5 Use Expectancy Intention Behavior H3 Social Influence
Facilitating H4 Conditions
Gender Age Experience Education
UTAUT H8a H8b H8c H8d b
Figure 3.2 Proposed model and Hypotheses Premsiri Sangpoom Research Methodology / 38
Determining Factors Performance Expectancy Performance expectancy refers to the degree to which an individual believes that using a particular system will help him or her to attain gains in job performance by Venkatesh et al., (2003). In a research result from Wu et al., (2008) revealed that performance expectancy has positive influence towards behavior intention to use and use behavior of 3G mobile service in Taiwan. And, in the research of Al-Gahtani, Hubona, and Wang (2007) about user acceptance of information technology in Saudi Arabia, they also founded that performance expectancy was positively influence on behavior intentions to use computers. Therefore, the researcher proposes the following hypothesis:
H1: Performance expectancy will have a positive influence on behavior intentions to use e-book reader.
Effort Expectancy Effort expectancy is defined as the degree of ease associated with the use of the particular information system. Effort expectancy is closely related to perceived ease of use in TAM. Effort expectancy should have a direct effect on performance expectancy and intention to use by Venkatesh et al, (2003). And, in the other prior researches founded this factor is affecting with usage other technologies such as clinical decision support systems (CDSS) (Chang et al., 2007). Chang and co- researchers believed that the ease of using CDSS is affected to the physicians’ intention to accept this system. Consequently, the researcher hypothesizes:
H2: Effort expectancy will have a positive influence on behavior intentions to use e-book reader.
Social Influence Social influence is defined as the degree to which an individual perceives that important others believe he/she should use the new systems. Social influence is a direct determinant of behavioral intention (Venkatesh et al., 2003). Research results Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 39 from Nicolas and co-researchers (2008) observed social influence as the degree to which individuals believed that others thought they should use advanced mobile services. Mobile phones were the important points that it used as symbols of social progress in developing economies. When the penetration of an advanced mobile technology was not substantial, users may regard it as fashion and decide to adopt it to enhance their perceived social status (Nicolas, Molina-Castillo, & Bouwman, 2008). Thus, this study presents the following hypothesis:
H3: Social Influence will have a positive influence on behavior intentions to use e-book reader.
Facilitating Conditions Facilitating conditions is the degree to which an individual believes that an individual believes that an organizational and technical infrastructureexists to support use of the system by Venkatesh et al., (2003). Research result from Wu et al., (2008) founded that facilitating conditions have positive influence towards behavioral intention. And, El-Gayar, Moran and Hawkes’ research was indicated that the facilitating conditions also were affected with the e-reader of student adoptions. And, this factor was more important for students’ acceptance of Tablet PC (El-Gayar, Moran & Hawkes, 2011). Hence, the researcher proposes the following this hypothesis:
H4: Facilitating conditions will have a positive influence to use behavior e-book reader.
Behavior intention Behavior Intention is considered to be directly usage behavior. Some researches didn’t specify that behavior intention was a significantly affected to use on behavior. However, the research results also founded effect to use behavior intention such as advance mobile services (Nicolas, Molina-Castillo, & Bouwman, 2008), PDA acceptance of physicians (Yi et al., 2006), desktop computer applications on a voluntary basis in Saudi Arabia (Al-Gahtani, Hubona, & Wang, 2007). Therefore, Premsiri Sangpoom Research Methodology / 40 many research results indicated that behavior intention has a positive effect on technology of usage behavior. Accordingly, this study presents the following hypothesis: H5: Behavior intention will have a positive influence to use behavior e- book reader.
Perceived Enjoyment Perceived Enjoyment was introduced the concept of to model the role of natural motivation by Davis et al. (1992). Perceived enjoyment was defined as “the scope to which the activity of using the technology is perceived to be enjoyable in its own right, apart from any performance consequences that may be anticipated” (Venkatesh, 2000). Prior studies have supported that perceived enjoyment or perceived playfulness has a positively effect on perceived usefulness (Nan, Xun-Hua, & Guo- Qing, 2007), attitude toward using and behavior intentions (Moon & Kim, 2001; Hsu & Lin, 2008; Heijden, 2003). The researcher focuses on perceived enjoyment on e- reader adoptions. The perceived enjoyment will help to increase when people or users feel like or enjoyment with e-readers usage that it effected to behavior intention to e- reader usage highly. Accordingly, the researcher has the following hypothesis in this model:
H6: Perceived Enjoyment will have a positive influence on behavior intention to use e-book reader.
Price Price is an importance determinant of adoption of electronic devices. Research result from Pagani (2004) founded that price in the third importance rankings of preferred features of perceived usefulness and ease of use (TAM) in adoption of third generation mobile multimedia services. Indrawati and co-researchers (2010) presented a new UTAUT conceptual model for MMS adoption in Indonesia. They added a new factor “price” to their main factors. This price factor was related with the price of devices and the price of services. They explained that price will have influence on behavior intention. But, in their journal paper highlighted that their work Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 41 in progress only. Their study was no results. Therefore, the researcher also used the price questionnaire items about price of device and price of service. A research result of Shin (2010) studied related Mobile Virtual Network Operation (MVNO service) of consumer acceptance. He also founded price level was affected with use behavior. Furthermore, the lowest of the price level was sensitively with the consumers. It is indicated that price levels influence with using behavior. The following hypotheses are related to this effect:
H7: Price will have a positive influence to use behavior e-book reader.
In addition, based on the literature review of Pagani, M. (2004), it proposed that price and enjoyment are two other key constructs that will affect user’s behavior intention to use a mobile device. The researcher used price and enjoyment studied factors that related affect to using e-book reader. The main UTAUT hypothesized that four factors would be moderate. There are gender, age, experience and voluntariness of use. These variables have been shown to moderate the intention to adopt new technologies in various studies by Agarwal et al. (2000), and Venkatesh et al. (2003). In this study, the researcher adds education factors from the set of the moderators 3G mobile communication by Wu et al., (2008). Therefore, there are four moderators in this study. Summarily, the researcher has the following hypotheses regarding these factors:
H8a: Gender will positively moderate the influence between (PE, EE and SI) and behavior intentions. H8b: Age will positively moderate the influence between (PE, EE, SI and FC) and behavior intentions. H8c: Experience will positively moderate the influence between (EE, SI and FC) and behavior intentions. H8d: Education will positively moderate the influence between (PE, EE, SI and FC) and behavior intentions.
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3.5 Research Design The survey is developed from many research papers. There are 3 sections in this questionnaire. Questionnaire: There are divided into 3 parts as shown in Table 3.1.
Table 3.1 Topic of the Questionnaire Parts Topic 1. Information about the demographics of the respondents 2. The usage of the e-book reader 3. The factors affected the decision to use e-reader
Part 1: Information about the demographics of the respondents This first part consists of information about the demographics of the respondents including gender, age, education, occupation, and experience using portable devices.
Part 2: The usage of the e-book reader The second part focuses on the usage of the e-book reader including e- book reader ever used, frequency of reading via e- reader and others portable devices.
Part 3: The factor affected the decision to use e-book reader The third part has measured questions and the constructs in the research model. There are eight constructs: (1) Performance expectancy, (2) Effort expectancy, (3) Social influence, (4) Facilitating Conditions, (5) Behavior Intention, (6) Use Behavior, (7) Perceived Enjoyment, and (8) Price.
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Table 3.2 The items summarized of performance expectancy Constructs Reference Variable Measurement items names Performance (Venkatesh et PE1 I think it is useful to use an e reader. expectancy. al., 2003) PE2 I think the use of e- reader can bring (PE) (Wu et. al., convenience everywhere. 2008) PE3 Using e- reader enables me for storing more and more. PE4 Using e-reader in my work enables me to accomplish tasks more quickly.
Table 3.3 The items summarized of effort expectancy Constructs Reference Variable Measurement items names Effort (Wu et. al., EE1 It is easy to understand an e-reader. expectancy 2008) EE2 I can use an e-reader to thumb though (EE) (Al-Gahtani, easily. Hubona & J. EE3 Learning to use an e- reader is easy for Wang, 2007) me (Touch screens and flip pages). EE4 I can be skilled at the use method of e- reader very quickly.
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Table 3.4 The items summarized of social influence Constructs Reference Variable Measurement items names Social (Lopez-Nicola´s, SI1 People around me think that I should influence Molina-Castillo, use an e-reader. (SI) & Bouwman, SI2 My family and friends can influence 2008) me for decision of using an e-reader. (Venkatesh et al., SI3 I use an e- reader because it is very 2003) popular. (Wu et. al., 2008) SI4 I use an e-reader because many people use it.
Table 3.5 The items summarized of facilitating conditions Constructs Reference Variable Measurement items names Facilitating (Al-Gahtani, FC1 I have an e-reader and knowledge and Conditions Hubona & J. the ability to make use of e-reader. (FC) Wang, 2007) FC2 When I want to use e-reader, I can (Wu et. al., 2008) access to the internet easily. FC3 When I want to download e-book from my PC, E-reader has USB connector. FC4 E-reader battery can use for a long time. FC5 Financial (Payments about e-reader device and e-book download service) is not barrier for using e-reader. FC6 After Sale Service (i.e. 6 month warranty) affects with using e-reader. FC7 Image of E-reader brand affects to using e-reader. FC8 I cans use e-reader from various areas to solve problems (internet, friends). Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 45
Table 3.6 The items summarized of behavior intention Constructs Reference Variable Measurement items names Behavior (Venkatesh et al., BI1 I would want to use e-reader because it Intention 2003) is fashion trend. (BI) (Wu et. al., BI2 If the rate is reduced, I will use an 2008) e-reader frequently. BI3 I will continue to use an e-reader in the future. BI4 I will use an e-reader frequently. BI5 I will recommend others to use an e- reader.
Table 3.7 The items summarized of use behavior Constructs Reference Variable Measurement items names Use (Wu et. Al., USE1 Overall speaking, using an e- reader Behavior 2008) makes me feel satisfied. (USE) USE2 Overall speaking, using an e- reader to engage in various kinds of activities makes me feel satisfied. USE3 Overall speaking, the experience that I used an e-reader in the past is happy.
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Table 3.8 The items summarized of perceived enjoyment Constructs Reference Variable Measurement items names Perceived (C. Lung Hsu EN1 I will be enjoy and pleasant to use Enjoyment and J. Chuan- an e-reader. (EN) Chuan Lin, EN2 Using an e-reader will give more 2008) enjoyment then printing book. (J. Yu et al., EN3 Overall, an e-reader will be 2005) enjoyable for me.
Table 3.9 The items summarized of price Constructs Reference Variable Measurement items names Price (Zimerman PRICE1 At what price point would you (PRICE) M.,2010) consider buying an e-reader. PRICE2 I feel hesitate if I will buy expensive price of e-reader. PRICE3 E-book download is cheap or free.
3.6 Pilot Testing The pilot test of the questionnaire involved 30 peoples that using e-reader. All structures in the conscript questionnaire are factor loading and Cronbach’s alpha to assess reliability. The factor analysis was used to confirm the validity of items summarized of Pilot test. Cronbach’s alpha analysis of the reliability should than 0.7, which shows a sufficient reliability (Siljaru, 2009). As shown in Table 3.10, Cronbach’s alpha value have greater load exceeding 0.7.
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Table 3.10 The items summarized of Pilot test
Construct Items Cronbach’s Alpha
Performance Expectancy PE1 .701 PE2 PE3 PE4 Effort Expectancy EE1 .711 EE2 EE3 EE4 Social Influence SI1 .792 SI2 SI3 SI4 Facilitation Conditions FC1 .739 FC2 FC3 FC4 Enjoyment EN1 .846 EN2 EN3 Price PRICE1 .780 PRICE2 Behavior Intention BI1 .742 BI2 BI3 BI4 BI5 Use Behavior USE1 .757 USE2 USE3
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3.7 Data Gathering This step is consisted of 3 methods to gather data from sample group. Quantitative data gathering by questionnaire instrument Questionnaires had been distributed about 400 copies by using self- administered questionnaires and asked to participate in the study whether they had any personal experiences using the e-book reader. E-reader in the questionnaires refers to overall population, not a specific characteristic. The questionnaire is divided into 3 parts. 1. The first part is the demographic profiles including gender, age, education, occupation, and experience using portable devices. - This part use tools are check list. 2. The second part asked the respondents about what the e-reader they had used, frequencyof reading via e-book reader and purpose of e-reader use. - This part use tools are check list. 3. The final part is factors associated with e-reader adoption base on the factor of performance expectancy, effort expectancy, social influence, facilitating conditions, behavior intention, use behavior, perceived enjoyment, and price. - This part use rating scale. The researcher used results program. With regard to level of mean value in a five-point Likert-type scale (the point cans ranging from strongly disagree (1) to strongly agree (5), there were five points which results were rearranged and translated by Siljaru (2009) as following: Point average 4.50 – 5.00 = highest level Point average 3.50 – 4.49 = high level Point average 2.50 – 3.49 = medium level Point average 1.50 – 2.40 = low level Point average 1.00 – 1.49 = lowest level
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3.8 Data Coding 1. Defining codes from questions within questionnaires. 2. Coding the data from each the respondent’s questionnaire into Microsoft Excel. 3. Converted to SPSS (Statistical Package for the Social Science for Windows) to analyze basic data. 4. Using LISREL (8.80) student edition to analyze the factor data.
3.9 Data Analysis Google Doc was used for collect the data. Next, the data is transferred into SPSS software 16.0 and Lisrel 8.80 programs (student version). SPSS result is shown in form of chart, table and percentage. Lisrel result is shown all relationship factors. Hypotheses testing in this research consist of 3 parts. Final part was analysis by LISREL version 8.80 for window. It cans estimate a measurement and structure model, to complete a good model fit after analysis and modifications. In addition, it cans integrate factor analysis, principal component analysis, discriminant analysis, and path analysis.
Part 1: This part includes nominal scale. This part was used to collect demographics information about respondents such as gender, age, occupation. This part is check list type; the results were shown in table formats. The researcher uses frequency method and percentage format. And, some demographics information as gender, age, education, and experience of using e-reader which they are the modulators for co-analyzed with the main factors in Part 3 by Lisrel analysis.
Part 2: This part focuses on the usage of e-book reader. This part is checklist type; Researcher use frequency method and percentage which are described results in graph patterns.
Part 3: This part consists of the constructs of information performance expectancy, effort expectancy, social influence, facilitating conditions, behavior Premsiri Sangpoom Research Methodology / 50 intention, use behavior, perceived enjoyment, and price. This part relates to main factors influenced the decision to use e-reader. This part is rating scale type. The researcher uses standard deviation value (S.D.), and the correlation matrix analyzed the data, the results were shown in table and figure result model formats.
3.10 Documentation Finally, the result is analyzed, concluded and presented with recommendation for the future research related. Research documentation is made considered, inspected, and referred for confident reliability.
3.11 Research Tools Hardware CPU : Intel Core 2 Duo E7500 RAM : 2 GB Hard Disk : at least 2 GB Monitor : 22" wide screen LCD Monitor Peripherals : Mouse, Keyboard, Printer
Software Operation System : Microsoft Windows XP Statistical Program : SPSS v.16 LISREL v.8.80 PDF View Tool : Adobe Acrobat 7.0 Professional Other tools : Microsoft Word 2007 Microsoft Excel 2007 Microsoft PowerPoint 2007
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CHAPTER IV RESULTS AND DISCUSSION
In this chapter, the results from the collective survey are presented. Researcher will show the collected data which were analyzed. This chapter is divided into two parts. The first part presents the result data in this survey. The second part presents the hypothesis testing with main factors and all modulators for exploring the factors influenced on adoption e-reader in Thailand. Structure equation model testing (SEM) is used for confirming relationship among all factors on this research model.
4.1 The Survey Results This topic present shows demographic characteristics of the sampling and amount of e-readerusage.
4.1.1 Respondent Profiles The Characteristic profilesof the respondents were shown in Table 4.1, with a total sample size of 400. The data indicated that the respondents were for female and male are 51.25% and 48.75%, respectively. In Age item, it found that the majority of age respondents were between 21-30 years old (59%). Most of education levels, Bachelor degree were 51%.Occupations of respondents are much diversity, government employee/state enterprise employee (29.75%), student/undergraduate (28%), company employee (28.25%), owner or entrepreneur (11.5%), unemployable / retirement (1.75%), and freelance (3%). There have experiences for the respondents between are to three years which are reported mostly at 44%. Most of respondents were using e-reader over 7 hour per week (37%). And, 51% of respondents use e- reader devices at the school / university / office.
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Table 4.1 Demographics of the respondents Measure Item Frequency Percentage (%) Total 400 100 Gender Male 195 48.75 Female 205 51.25 Age Below 20 years old 26 6.50 21-30 years old 236 59.00 31-40 years old 114 28.50 41-50 years old 24 6.00 Education level High school or below 73 18.25 Bachelor‟s degree 204 51.00 Master‟s degree or higher 123 30.75 Occupation Government employee/ 119 29.75 State enterprise employee Student/ Undergraduate 112 28.00 Company employee 113 28.25 Owner / Entrepreneur 46 11.50 Unemployable / Retirement 7 1.75 Freelance 3 0.75 Experience Below a year 98 24.50 using e-reader 1-3 years 176 44.00 3-5 years 77 19.25 Over 5 years 49 12.25 Time of a week Less than an hour 46 11.50 for using 1-3 hours 93 23.25 e-reader (Hour) 3-5 hours 50 12.50 5-7 hours 63 15.75 Over 7 hours 148 37.00
Respondent‟s profile (n = 400)
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Table 4.1 Demographics of the respondents (cont.) Measure Item Frequency Percentage (%) Total 400 100 Using e-reader School / University / Office 204 51.00 place Home / Dormitory 181 45.25 Vehicle / Bus / Car 11 2.75 Everywhere 4 1.00 Respondent‟s profile (n = 400)
4.1.2 Usage of e-reader The amount of device typesfor E-book reader
Figure 4.1 Percentage of the use of E-reader types
Figure 4.1 shows an amount of E-book reader device types by sort of gender in the each e-reader group. The results show that the majority of male respondents were smartphone (34.0%). E-reader, tablet, and two devices or above are value of 27.0%, 21.0% and 18.0% respectively. The majority of female respondents were tablet (47.0%). Smartphone, E-reader, and two devices or above are values at 27.0%, 14.0%, and 12.0% respectively. Premsiri Sangpoom Results and Discussion / 54
E-reader brand of respondents
Figure 4.2 Percentage of E-reader Brand
Figure 4.2 presents that e-reader brand of user respondents. Amazon Kindle was the popularity brand of users at 58 percent. The percent for Sony Reader were 17.0%, Nook 15.0%, and iReed 9.0% respectively. The smallest value of the respondents who they have own other e-reader brands is 1.0% such as Kobo.
Tablet brand of respondents
Figure 4.3 Percentage of Tablet Brand
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Figure 4.3 represents the tablet brand of all respondents. The majority of respondents were Apple-iPad (71.0%). Samsung brand (i.e. Samsung Galaxy Tab, Samsung Galaxy Note), Acer and Other such as LG Optimus, or Motorola were 23.0%, 5.0%, and 1.0%, respectively.
Smartphone brand of respondents
Figure 4.4 Percentage of Smartphone Brand
Percentage of smartphone brand is shown in Figure 4.4. And, the majority of smartphone brand was iPhone.The percentage for Samsung, HTC, Sony Xperia S and other were 30.0%, 10.0%, 7.0%, and 6.0%, respectively.
A kind of the books for reading via e-reader
Figure 4.5 Percentage of a kind of books for reading via e-reader
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Figure 4.5 represents the book types to read via e-readers, the percentage of 400 respondents, the largest number of the respondents were reading magazine (33.0%). Textbooks and comics are nearly values of 19.0% and 18.0% respectively. The smallest respondents are novels (10.0%), news (6.0%), and others (1.0%) such as dictionaries, or non-fictions.
Usage functions in e-reader devices of the respondents
Figure 4.6 Percentage of the usage functions in e-reader devices
The above chart shows usage functions in the e-reader devices. A majority of respondents are searching info (28%). There are 21% of respondents that they were listening to music. Taking a photograph and playing the games are nearly the resulted values of 19.0% and 17.0% respectively. Next, a usage function is watching the movie at 12%. The smallest respondents are all functions (2.0%) and others (1.0%) such as the stock exchange, meeting schedule, for business, or record sounds/music.
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E-reader qualifications what respondents want
Figure 4.7 Percentage of e-reader qualifications
The following chart shows e-reader qualifications what the respondents want. All qualifications are the majority of respondents thirty percent (30.0%). It indicated that the almost e-reader users emphasize for using in daily life and they perceived the benefits of e-reader device qualifications. Lightweight for carrying and good touch screenwere closely the values of 17.0% and 18.0%, respectively.
4.1.3 Descriptive Analysis of e-reader acceptance The mean for all of perceptions were shown in Table 4.2. The most perception about e-reader usages, the score was the highest value in all high raging groups. Then, the nearly high value of perception was price, facilitating conditions, performance expectancy, effort expectancy, perceived enjoyment, and behavior intention. However, the mean value of social influence has a medium level only. This suggests that the amount of e-reader usage encourages the e-reader users for using Premsiri Sangpoom Results and Discussion / 58 actual to be highly. The prices or costs should be suitable or inexpensive for a purchase response what users want. In addition, E-reader devices should good performance, easily for actual usages, always enjoy with using an e-reader device. Friends or co-workers can activate to the other people for deciding usages or purchase some e-reader devices.
Table 4.2 Perception of all constructs Items Mean Interpretation Performance Expectancy 4.27 High Effort Expectancy 4.25 High Social Influence 3.14 Medium Facilitating Conditions 4.30 High Behavior Intention 3.83 High E-reader Usage (USE) 4.38 High Perceived Enjoyment 4.09 High Price 4.32 High
4.2 Hypotheses Testing In this study, researcher has conducted the following statistical analysis to test these hypotheses. Researcher used structure equation modeling for confirming the theoretical hypothesis results.
4.2.1 Structure Equation Model Testing Structure Equation Modeling (SEM) is a suitable model for confirming the theoretical hypothesis results. It helps confirmatory factor analysis (CFA) by using test the sufficiency of the measurement model by Lisrel 8.80. The hypothesis model was inspected in model fit. For the step in Lisrel process, after the researcher collected data from the respondents, the researcher must prepare data for analyzing to the correlation matrix, and standard division (SD) which it will check multicollinearity problem. Next, the researcher writes code, and analyzes data into Lisrel program. Runs Lisrel program for Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 59 checking model fit, and does model adjustment in a case of non-model fit. Finally, the results and recommend values are fit. From Table 4.3 the correlation matrix analysis, and Standard Deviation value (SD) are shown. Firstly, the correlation matrix analysis can explain relation between dependent variable and independent variable. It indicates that main factors have no problem of multicollinearity for analyzing expected some dummy variables. The amounts of dummy variables have an opportunity to become multicollinearity highly (Aiken and West, 1991). Multicollinearity may be cause problems in hypothesis testing. For example, when the dependent and dependent variable have a relationship together as 0.1-0.3 value nearly, it will be multicollinearity problems. But, the dependents and independents should be relationship between together as (0.5-0.7) which it will be shown non-multicollinearity problems.
Table 4.3 Standard Deviation value (SD) and Correlation Matrix Premsiri
Sangpoom Variable SD 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 BI 0.61 1
USE 0.70 0.658** 1
PE 0.56 0.530** 0.671** 1 EE 0.61 0.535** 0.669** 0.557** 1 SI 0.88 0.306** 0.345** 0.260** 0.204** 1
FC 0.60 0.490** 0.717** 0.536** 0.551** 0.260** 1 EN 0.81 0.621** 0.644 0.532** 0.615** 0.248** 0.502** 1 PRICE 0.53 0.390** 0.461** 0.365** 0.320** 0.201** 0.343 0.462** 1 G*PE 2.13 0.025 0.199** 0.014 0.039 0.045 0.221** 0.064 0.190** 1 G*EE 2.14 0.010 0.188** 0.079 0.040 0.065 0.207** 0.040 0.190** 0.980** 1 G*SI 1.66 0.037 0.171** 0.058 0.060 0.194** 0.187** 0.032 0.144** 0.929** 0.915** 1 A*PE 2.09 0.085 0.098 0.223** 0.169** 0.035 0.031 0.251 0.065 0.067 0.076 0.042 1 A*EE 2.10 0.092 0.091 0.155** 0.266 0.005 0.027 0.283** 0.071 0.079 0.115* 0.052 0.976** 1
A*SI 1.66 0.108 0.105* 0.178** 0.132** 0.338** 0.038 0.266** 0.099 0.050 0.057 0.117* 0.911** 0.890** 1 EXP*EE 2.09 0.220 0.204** 0.241** 0.254** 0.009 0.053 0.235** 0.142** 0.012 0.016 0.062 0.190** 0.195** 0.138** 1 EXP*SI 1.63 0.183** 0.182** 0.207** 0.105* 0.347** 0.038 0.189** 0.126* 0.031 0.056 0.021 0.160** 0.135** 0.251** 0.879** 1 EXP*FC 2.05 0.220 0.221 0.248** 0.188** 0.021 0.124* 0.213** 0.132** 0.036 0.054 0.076 0.174** 0.160** 0.134** 0.979** 0.896 1 * Correlation is significant at the 0.05 level (2-tailed)
Results and Discussion / Discussion Resultsand ** Correlation is significant at the 0.01 level (2-tailed)
60
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The overall index values are assessed to measurement model for a good model fit, the chi-square value at 43.74 and degree of freedom at 11. The results indicate that the chi-square value normalized by degree of freedom (2/d.f.) value is 3.97, Goodness-of-fit at 0.99, Adjusted goodness-of-fit (AGFI) at 0.83, Normalized fit index (NFI) at 0.99, Non-normalized fit index (NNFI) at 0.94, Comparative fit index (CFI) at 0.99, Root mean square residual (RMR) at 0.014, Standardized RMR at 0.014, Root mean square error of approximation (RMSEA) at 0.085. Therefore, the measurement model has a good fit, as shown in Table 4.4.
Table 4.4 Overall model fit indices for measurement Goodness-of-fit measures Recommend Value * Model Value fit measure 2 N/A 43.74 d.f. (Degree of freedom) N/A 11 2/d.f. 3.00 or 5.00 3.97 Goodness-of-fit (GFI) 0.90 0.99 Adjusted goodness-of-fit (AGFI) 0.80 0.83 Normalized fit index (NFI) 0.90 0.99 Non-normalized fit index (NNFI) 0.90 0.94 Comparative fit index (CFI) 0.90 0.99 Root mean square residual (RMR) 0.05 0.014 Standardized RMR 0.05 0.014 Root mean square error of 0.10 0.085 approximation (RMSEA) * Gefen&Keil, 1998; Hair et al., 2010
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4.2.2 The Modulators of Preliminary analysis For preliminary analysis all factors, firstly, the researcher needs to test each modulators or dummy variables tofind the dummy variables which they are suitable and affected really. Dummy variables of hypothesis have four modulators: gender (G), age (A), experience (EXP), and educations (EDU). The researcher shows t-values only because this value indicates that these factors are affected with main factors. When t-values have over or equal at |1.96|, it will be significant. Next, model adjustment was used for investigating the modulators in Lisrel 8.80. When researcher needs to use dummy variable with Lisrel, each dummy variable must be defined. The value of dummy variable is 1 if the observation possesses the characteristics and 0 if it does not (Barreto& Howland, 2006). The researcher did not choose two modulators: G*FC and EXP*PE for pretesting analysis because in the UTAUT theory research (Venkatesh et al., 2003). Their research did not affect influence with two modulators including the first e-reader acceptance model of research framework have not two factors. Next, the researcher defined dummy variables meaning, as shown in Table 4.5.
Table 4.5 Meaning of Dummy variables Dummy variable Value of dummy variables names 1 0 Gender Female Male Age below 30 years old 31-50 years Experience Less than 3 years Over than 3 years Education below bachelor degree/ Master degree or higher high school or below
Pretesting with each dummy variable follow as: Gender Firstly, the researcher defined “1” was Female and “0” was Male. Next, preparing data is multiplied with main factors which it was affected in the hypothesis.For the pretesting finally, this model adjustment of gendersis founded G*PE, G*EE, and G*SI, as shown in Table 4.6.
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Table 4.6 Pretesting with the modulators (Gender) 0 1 2 3 4 t-value step Original TD(9,1) TH(4,2) TD(4,2) Factor names PE 3.27 3.19 3.13 3.17 - EE 2.70 -0.41 -0.60 -0.64 - SI 0.98 2.13 2.20 -2.24 - FC 14.61 14.61 12.22 11.78 - EN 7.48 2.09 1.70 1.63 - Price 2.86 2.82 -0.36 -0.42 - G*PE -0.43 -2.50 -2.52 -2.57 - G*EE -0.36 1.89 1.96 2.01 - G*SI 1.84 2.99 2.97 3.01 -
Age Firstly, the researcher defined below 30 years oldas “1” and 31-50 years old as “0”. Next, preparing data is multiplied with main factors which it was affected in the hypothesis. For the lastly, this model adjustment of ages is founded A*EE, A*PE, and A*SI, as shown in Table 4.7.
Table 4.7 Pretesting with the modulators (Age) 0 1 2 3 4 t-value step Original TD(10,1) TE(1,1) TD(3,2) Factor names PE 2.31 2.30 2.51 0.13 - EE 3.35 2.36 5.68 8.55 - SI 2.52 2.52 3.17 5.68 - FC 14.41 14.41 8.89 5.71 - EN 8.30 8.30 8.40 5.49 - Price 2.83 2.83 0.62 0.50 - A*PE 0.85 0.86 3.47 6.91 - A*EE -0.67 -0.68 -3.10 -6.09 - A*SI -1.03 -1.03 -1.44 -4.18 - A*FC 0.50 0.60 -0.11 -0.13 - Premsiri Sangpoom Results and Discussion / 64
Experience First step, the researcher defined below experience in using e-reader less than 3 years as “1” and over 3 years as “0”. The second step, preparing data is multiplied with main factors which it was affected in the hypothesis. For the lastly step, this pretestshad not a model adjustment because the researcher is founded all modulators in original analysis. Therefore, the experiences of using e-reader are founded three modulators: EXP*EE, EXP*SI, and EXP*FC, as shown in Table 4.8.
Table 4.8 Pretesting with the modulators (Experience) 0 1 2 3 4 t-value step Factor names Original PE 4.18 - - - - EE 0.67 - - - - SI 4.77 - - - - FC 14.73 - - - - EN 7.88 - - - - Price 2.75 - - - - EXP*EE 3.69 - - - - EXP*SI -3.49 - - - - EXP*FC 2.18 - - - -
Education Firstly, the researcher defined bachelor degree/high school or belowas “1” and master degree as “0”. Next, preparing data is multiplied with main factors which it was affected in the hypothesis. For lastly, this model adjustment of education is founded EDU*PE, and EDU*EE, as shown in Table 4.9.
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Table 4.9 Pretesting with the modulators (Education) 0 1 2 3 4 t-value step Original TD(8,1) TH(6,2) TD(6,5) TH(1,1) Factor names PE 3.21 2.11 2.21 2.29 4.99 EE 1.32 -1.74 -1.95 2.11 -3.86 SI 2.34 0.02 -0.47 -0.86 -1.26 FC 14.12 13.85 2.77 1.01 0.42 EN 7.99 4.17 2.79 1.85 2.99 Price 2.84 2.79 4.86 3.41 2.67 Edu*PE -0.83 -1.93 -2.09 -2.21 -4.21 Edu*EE 0.78 1.94 2.09 2.21 4.03 Edu*SI -0.41 0.51 0.72 0.89 0.42 Edu*FC 0.28 0.28 -0.59 -0.65 -0.68
After the researcher gets the each modulator from initial testing already, the researcher tests the hypothesis models again with all factors including modulators. But, the researcher founded education which it is modulators. The education is rejected because t-values of education are not affected with the main factors as well. Thus, this hypothesis model is not used this modulator in the final hypothesis testing.
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Figure 4.8 presents the ultimate model with the non-significant path rejected. All hypotheses are supported expect for H8c3 only that the path between experience and the facilitating conditions to using e-reader behavior (β = -0.00, ns) are found non-significant. Total of explained variance (R2) for behavior intention and actual use behavior are 50% and 76%, consequently. Data analysis reveals that the results are as follows: the path between performance expectancy and behavior intention (H1; β = 0.26, t-value = 4.21, p < 0.01), the path between effort expectancy and behavior intention (H2; β = 0.16, t-value = 2.08, p < 0.05), the path between social influence and behavior intention (H3; β = 0.22, t-value = 2.89, p < 0.01), the path between facilitating conditions and use behavior (H4; β = 0.32, t-value = 8.88, p < 0.01), the path between behavior intention to use on behavior (H5; β = 0.85, t-value = 12.79, p < 0.01) which is significant. The new factors of this hypothesis model are price and perceived enjoyment which are significant at H6 (β = 0.28, t-value = 7.21, p < 0.01) and H7 (β = 0.07, t-value = 2.04, p < 0.05), respectively. The characteristic of respondent are modulators which are consisted of gender age, experience respectively. In the gender, if significant are positive, it explains as female. From the results in Figure 4.8, the male affects to performance expectancy (H8a1; β = -1.03, t-value = -4.38, p < 0.01). The female also affects to effort expectancy and social influence on behavior intention to actual behavior (H8a2; β = 0.52, t-value = 2.34, p < 0.05 / H8a3; β = 0.51, t-value = 3.62, p < 0.01). In age, if significant are positive, it explains as below 30 years old. Therefore, age is below age 30 affects to performance expectancy on behavior intention (H8b1; β = 0.76, t-value = 3.30, p < 0.01). Next, over the age of 30 to 50 affects to effort expectancy influence on behavior intention (H8b2; β = -0.61, t-value = -2.54, p < 0.05) among the facilitating conditions on using e-reader behaviors (H8b3; β = -0.27, t-value = -2.35, p < 0.05). In the experience, if significant are positive, it also explains as less than 3 years ago in using e-readers. Therefore, the less than 3 years for using e-reader of experience affects to effort expectancy influence on behavior intention (H8c1; β = 0.38, t-value = 3.22, p < 0.01). The over 3 years of using e-reader of experience also affects to social influence on behavior intention (H8c2; β = -0.33, t-value = -2.80, p < 0.01), respectively.
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From the hypothesis results, researcher can present the statistic significant on this research model as follows. Fifteen hypotheses are supported and a hypothesis is rejected. Model adjustments are shown in Appendix.
Price H7
0.07* Perceived H6 Enjoyment 0.28**
Performance H1 Expectancy 0.26**
H5 H2 Effort 0.16* Behavior 0.85** Use Intention Behavior Expectancy H3 0.22** Social Influence 0.32** 0.38** Facilitating H4 Conditions 0.76** -0.33** -1.03** 0.52* -0.61* -0.27* 0.51** -0.00 Gender Age Experience
UTAUT H8a H8b H8c b * 0.05 significant level ** 0.01 significant level Note: Dotted line indicates that the path relationship is non-significant Figure 4.8 Statistical significant of the e-reader acceptance model
In conclusion, the 20 hypotheses test of e-reader acceptancemodel from structure results model, 4 hypotheses (Education (H8d)) are also deleted from the model, while 15 hypotheses are found to be significant and a hypotheses is not supported. Finally, this research results also supports with previous other researches. All results are shown in Table 4.10. Moreover, this table also demonstrates summary of all modulators meaning.
Premsiri Sangpoom Results and Discussion / 68
Table 4.10 Test results of e-reader acceptance model
Structure Equitation Model Tests Beta (β) R2
(1) Behavior Intention (BI) 0.50 BI = PE+EE+SI+EN+G*PE+G*EE+G*SI+G*FC+ A*PE+A*EE+A*SI+EXP*EE+EXP*SI PE 0.26** EE 0.16* SI 0.22** EN 0.28** G*PE -1.03** G*EE 0.52* G*SI 0.51** A*PE 0.76** A*EE -0.61* A*SI -0.27* EXP*EE 0.38** EXP*SI -2.80**
(2) Use Behavior (USE) 0.76 USE = BI+FC+PRICE+EXP*FC BI 0.85** FC 0.32** PRICE 0.07* EXP*FC -0.00
* 0.05 significance level ** 0.01 significance level
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Table 4.11 presents affect analysis decomposition of the e-readers‟ acceptance in Thailand. For four main constructs including two new constructs of the e-reader acceptance model, the researcher founded that the perceived enjoyment had a strongest direct effected on behavior intention for all constructs, followed by performance expectancy, social influence, and effort expectancy, subsequently. This indicates that e-reader devices have to beneficial with actual users. They always feel perceive enjoyments from using e-reader devices. As e-reader users has been taken an interest e-reader devices‟ performance such as more data storing among they also perceived ease of use from e-reader devicesas easily for learning and understanding. And, people (e.g. family, friends, or co-workers) around the respondents that their roles are more important fore-reader users in deciding about using e-reader devices. Usage behavior received the highest direct affect from behavior intention, facilitating conditions, and price, respectively.This indicates that their behavior satisfactions also will impact to actual e-reader behavior truly, including facilitating conditions, and price. Facilitating conditions (e.g. e-reader knowledge, after sales services, download e-books via the internet etc.) which this factor also encourages usage behaviors or e-reader adoptions. And, the price, it is a new factor of this e-reader acceptance model, had effected of intention on using e-reader behavior. It indicates price levels contributed to deciding actual buying an e-reader. Firstly, People will consider from price levels including facilitating conditions to support their purposes (e.g. for works, enjoyments, business etc.) before buying. Therefore, price and facilitating conditions also will help peopleto decide quickly. And finally, for the modulators, the researcher founded the gender, age, experience also indirect affect with the main factors as usage behavior significantly.
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Table 4.11 Decomposition of the effect analysis in e-reader acceptance model Criterion Behavior intention Use behavior variable R2 =0.50 R2 = 0.76 predictors DE IE TE DE IE TE PE 0.26** -- 0.26** -- 0.22** 0.22** (0.06) -- (0.06) -- (0.05) (0.05) EE 0.16* -- 0.16* -- 0.14* 0.14* (0.08) -- (0.08) -- (0.07) (0.07) SI 0.22** -- 0.22** -- 0.19** 0.19** (0.08) -- (0.08) -- (0.06) (0.06) FC - -- - 0.32** -- 0.32** - -- - (0.04) -- (0.04) EN 0.28** -- 0.28** -- 0.23** 0.23** (0.04) -- (0.04) -- (0.03) (0.03) Price - -- - 0.07* -- 0.07* - -- - (0.03) -- (0.03) G*PE -1.03** -- -1.03** -- -0.88** -0.88** (0.24) -- (0.24) -- (0.21) (0.21) G*EE 0.52* -- 0.52* -- 0.44* 0.44* (0.22) -- (0.22) -- (0.19) (0.19) G*SI 0.51** -- 0.51** -- 0.43** 0.43** (0.14) -- (0.14) -- (0.13) (0.13) A*PE 0.76** -- 0.76** -- 0.65** 0.65** (0.23) -- (0.23) -- (0.20) (0.20) A*EE -0.61* -- -0.61* -- -0.52* -0.52* (0.24) -- (0.24) -- (0.21) (0.21) A*SI -0.27* -- -0.27* -- -0.23* -0.23* (0.11) -- (0.11) -- (0.10) (0.10) EXP*EE 0.38** -- 0.38** -- 0.33** 0.33** (0.12) -- (0.12) -- (0.10) (0.10) EXP*SI -0.33** -- -0.33** -- -0.28** -0.28** (0.12) -- (0.12) -- (0.10) (0.10) EXP*FC ------0.00 -- 0.00 ------(0.04) -- (0.04) BI ------0.85** -- 0.85** ------(0.07) -- (0.07) Notes : 1. * p < .05, ** p < .01 2. Construct abbreviations: PE = Performance Expectancy, EE = Effort Expectancy, SI = Social Influence, FC = Facilitating Conditions, EN = Perceived Enjoyment, A = Age, G = Gender, EXP = Experience, BI = Behavior Intention 3. DE = Direct effect, IE = Indirect effect, TE = Total effect 4. Parentheses ( ) = Standard Error (SE)
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Table 4.12 shows the summary results of e-reader acceptance model from all modulators. The „Finding‟ column indicates whether that hypothesis is: (1) supported; (2) refuted; or (3) not supported. The „Meaning‟ explains the modulators translated in this e-reader acceptance model.
Table 4.12 Summary of Finding in e-reader acceptance model
Path Hypotheses The relationship coefficient P-value Finding Meaning No. of variables (β) H1 PE → BI 0.26 ** Supported H2 EE → BI 0.16 * Supported H3 SI → BI 0.22 ** Supported H4 EN → BI 0.28 ** Supported H8a1 G*PE → BI -1.03 ** Supported Male H8a2 G*EE → BI 0.52 * Supported Female H8a3 G*SI → BI 0.51 ** Supported Female H8b1 A*PE → BI 0.76 ** Supported Under the age of 30 H8b2 A*EE → BI -0.61 * Supported Over the age of 30 to 50 H8b3 A*SI → BI -0.27 * Supported Over the age of 30 to 50 H8c1 EXP*EE → BI 0.38 ** Supported Less than 3 years H8c2 EXP*SI → BI -2.80 ** Supported Over than 3 years H8d1 EDU*PE → BI Refuted H8d2 EDU*EE → BI Refuted H8d3 EDU*SI → BI Refuted H5 BI → USE 0.85 ** Supported H4 FC → USE 0.32 ** Supported H7 PRICE → USE 0.07 * Supported H8c3 EXP*FC→USE -0.00 - Not supported H8d4 EDU*FC→USE Refuted Note 1: * Significant at p < .05 / ** Significant at p < .01 Note 2: Construct abbreviations: PE = Performance Expectancy, EE = Effort Expectancy, SI = Social Influence, FC = Facilitating Conditions, EN = Perceived Enjoyment, PRICE = Price A = Age, G = Gender, EXP = Experience, BI = Behavior intention, EDU = Education Premsiri Sangpoom Results and Discussion / 72
4.3 Discussion of Findings Discussions of this study are as follows:
Performance Expectancy As the result, performance expectancy is positively effect to behavior s‟ intent. The result indicates that performance expectancy significantly effected behavior intention (H1). This is again consistent with the prior studies (Venkatesh et al., 2003; Wu et al., 2008; Gahtani, Hubona, & Wang, 2007). Performance of technologies are the important with every users, it can support with their purpose such as working, relaxing. When e-reader technologies can be used effectively and efficiently, the users will perceive satisfactions obviously. Thus, e-reader technology or tools should be good performance including fastingof speed systems such as activate with touching, or downloading e-book for a short time period. It also will help to support this factor until influence on behavior intention. As a result from the modulators effected to performance expectancy, male is younger than 30. The findings in general are in line with prior research as Venkatesh et al., (2003). Because of the younger male who they are students or they started in new works. They often use e-reader devices for supporting with their studying, playing or working. They also like efficiency of technology which those technologies will be respond to users immediately. The users believe that those e-reader devices will help them to attain gains in their work/school performance. Thus, e-reader should be high performancefrome-reader functions including fast searches whether it presents benefits. It will reflect good performance of e-reader technologies until they satisfied.
Effort Expectancy Effort expectancy (H2), this result of study found that it is a positive influence on usage intent of e-reader devices. The result is accordance with previous research as Chang et al.,(2007). Ease levels connected with the use of the particular information system (Venkatesh et al., 2003). Ease of use in e-reader indicates that the simplicity level of e-reader adoption will respond with usageactual ready. Therefore, e-reader systems should be easyto us, user-friendly, no complicate, access clearly for
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 73 suitable reading e-book everywhere available. It will help to activate the e-reader adoption increasable. For the modulator effects as female, older than 30, and less experience than 3 years ago. This result illustrates their old women workers have been begun to learn about use of e-reader for a short time period. Thus, they want use of e-reader which it is simple, no complicate such as not too many buttons, light colors, soft monitor lights for protect eye sight. When they are also perceived ease of using e- reader, they always will use e-readers.
Social Influence The study result reveals that social influence is a positively influence on behavior intentions to use e-book reader. The result is consistent with the previous study results (Nicolas, Molina-Castillo, & Bouwman, 2008). The degree which individual believed that other thought him or her should use these technologies. The popularity of e-reader is activated with people in socials (e.g. family, office etc.) who they do not have an e-reader device. It help stimulates appetence of each personal as well.Friends or co-workers who they have an e-reader device, they should help to support other people in office or school such as offering from e-reader usages, training. Thus, schools or offices also attend to the e-reader technology. They should add supporting in use of e-reader. Finally, women, older than 30 to 50 and more experience than 3 years agowhich they are the modulators affected with social influence. Almost older women were interested in new technologies including have more money for purchasing an e- reader device. In this groups have many various socials. Example, When they lives in the e-reader group that they want using an e-reader same as the other people in group. They want copy e-reader usage behavior. Therefore, the each social should develop new e-reader regularly in order to respond this target.
Facilitating Conditions The research shows that facilitating condition is a positive influence to use behavior e-book reader. The result is in accordance with early findings (Venkatesh et al., 2003; Wu et al., 2008; El-Gayar, Moran & Hawkes, 2011). Facilitating conditions Premsiri Sangpoom Results and Discussion / 74 in this research is defined as e-reader knowledge and the other facilities such as access the internet, USB ports, battery, or after sale services. It is reflexed that facilitating conditions also are important for e-reader adoption of users. Consequently, we must support in this factors such as sellers have long warranty or good promotions for motivation is built. The e-reader manufactures should develop e-reader device products so better. Finally, the e-reader adoptions will be increased. Although the modulators of facilitating conditions are not indirectly effecting, the main factors as facilitating condition is a directly to use behavior. It indicates that convenient about e-reader, it does not need be influence by the other modulators anyway.
Behavior Intention Testing results presents that Behavior intention of e-reader is a strongest positively influence to use behavior e-book reader.This result is an accord with the other studies (Nicolas, Molina-Castillo, & Bouwman, 2008; Yi et al., 2006; Al- Gahtani, Hubona, & Wang, 2007). E-reader users always used e-reader technologies by themselves; they perceived usefulness, ease of use and social influence such as good e-reader performance, multi-functions easily or support usages, and influence form friends, co-workers. Therefore, they feel happy, and satisfied with e-reader usage. When e-reader users‟ perceived in performance, effort and social influence, they are the main factors is effects to behavior intentions; it will be effects highly to e- reader adoption obviously. Accordingly, we add support for three factors (performance expectancy, effort expectancy, and social influence).
Perceived Enjoyment As a results,a new determinant as perceived enjoyment in this research which it is found to be a strongest positively influence all factors. It is effect on usage behavior intention. This is in line with the prior studies (Moon and Kim, 2001; Hsu & Lin, 2008; Heijden, 2003). It indicated that the activity of using e-reader is perceived to be enjoyable until they always want use e-readers or they will anticipate with using e-readers. Furthermore, perceived enjoyment will help support when e-reader users feel enjoyment highly form actual e-reader usage. Therefore, perceived enjoyment
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 75 causes a response in order to using e-reader continuously until it also will use e-reader by users are no bored. It is suggested that manufactures should support in develop e- reader in enjoyment functions or new facility as games, and they should introduce or lead about new functions as training.
Price Price is the new determinant for researching in the e-reader acceptance. It also is a positive influence onbehavior intention to using e-reader. This result is consistent with the findings of the other studies (Pagani, 2004; Indrawati et al., 2010; Shin, 2010). Price is the factors that reflects e-reader users attitude for deciding buy rather high. Because of the price factors will firstly consider and help decisions. Hence, their e-reader prices depend on e-reader specifications, perceived performance, many functions, warranty, or well-built. This factor is more important role for deciding in order to it will build behavior of e-reader adoptions. E-reader user‟s want use this technology whether it must be worth. In additions, price of other parts (download e-book costs, maintenance costs etc.) are rather than important points what users want. The sellers should provide new promotions or free download for members in each brand or partnership together for promotions such as discounts or sales.
4.4 Reliability of Information Accuracy Reliability of information accuracy is used for checking an accuracy of the measurements of sampling. Figure 4.9 shows the resulting of reliable accuracy (Y- axis) using both chi-square (dotted line) and chi-square/degree of freedom 2/d.f. (solid line) which are corresponded with varied samples (X-axis). It can be seen from Figure 4.9 that the samples are varied from 0 to 400 persons using a step size for increasing them in each 50 persons. These samples are calculated for correlation matrix and standard deviation (SD) using Excel program. Such calculated results are analyzed for the SEM model using LISREL program which all results also are reported in terms of and 2/d.f. Every group has six degree of freedom value. Chi-square value (2) is instead of the dotted lines meanwhile chi-square/degree of freedom value (2/d.f.) is Premsiri Sangpoom Results and Discussion / 76 instead of the solid lines. In comparison to the level of information accuracy the chi- square values are stables between 200 and 300 people at 94.83, 98.36, and 99.95 respectively. In addition, chi-square/degree of freedom value (2/d.f.) is stables between 200 and 300 people at 15.81, 16.39, and 16.66 respectively. It indicates that the value of sampling have 200 people of accuracy level.
Figure 4.9 Reliability of information accuracy
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CHAPTER V CONCLUSION AND RECOMMENDATIONS
This chapter is divided into 3 parts. The first part is conclusion of final research result. The second part related limitation in this study and finally, the third part is recommendations for e-reader manufacturers and sellers including proceeding in future research.
5.1 Conclusions At present, people are interested in e-reader in Thailand. There are main summaries in this research which are reviewed as following issues; 1. E-reader helps to activate user in their various life. 2. Main factors of UTAUT (performance expectancy, effort expectancy, social influence, and facilitating condition), new two factors (perceived enjoyment and price) and three the modulators (gender, age, and experience) which UTAUT are also significant factors for e-reader adoption. 3. The amount of e-book reader devices found female like use tablets. It indicates that women do not afraid.
E-reader helps to activate user in their various life such as reading, playing the game, studying, or working. The purpose of this study has been designed to explore factors which they affect with the e-reader adoption in Thailand. The researcher used The Unified Theory of Acceptance and Use of Technology (UTAUT) including adds new two factors (perceived enjoyment and price) and modulators (i.e. gender, age, experience) in this research model. The survey has been conducted by collecting data divided into 400 respondents who they use e-reader in Thailand. According to this research, the researcher found main factors of UTAUT (performance expectancy, effort expectancy, social influence, and facilitating Premsiri Sangpoom Conclusion and Recommendations / 78 condition), new two factors (perceived enjoyment and price) and three the modulators (gender, age, and experience) which UTAUT are also significant factors for e-reader adoption. The descriptions of respondents in this research mostly are female, young and bachelor degree. The results present that most of respondents have more experiences in using e-readers about 1-3 years and spend times to usage with e-readers over 7 hours per week. Almost the respondent likes use e-reader devices at the schools, university, or offices more than other places. The amount of e-book reader devices found female like use tablets. It indicates that women do not afraid about carry devices everywhere and Tablets help support their purpose as read magazine shopping online. But, male like use smartphone mostly. It illustrates that men like easy to carry. They always can use everywhere when they want. Popular brand type of the respondents is Amazon kindle for e-reader, iPad for tablet, and iPhone for smartphone. For e-reader usage behavior, the respondents almost like reading the magazines via e-reader devices. The main activities of e-reader such as use for searching information function of the e-readers. Respondents want use all e-reader qualifications (light weight for carry, good touch screen, various functions, easy for downloading, large monitor, preserve eye sight) to support users. The results presented that fifteen hypotheses are supported and a hypothesis is not supported including four hypotheses are rejected (education factors). For the strongest main direct factors as perceived enjoyment are affects strongest influence behavior intentions and, the behavior intentions most affect e-reader usage behaviors. Consequently, it is more important for manufacturers to develop e-reader technology systems of e-reader users for support their main purposes as enjoyment. They should provide good performance, easy to using including reasonable prices. It will support factors which are affected to e-reader usage highly.
5.2 Research Limitations This study has some limitations as follows: 1. When the researcher has searched for e-reader specific, it is relatively difficult. Almost targets will use e-reader via smartphones, or tablets. Therefore, the Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech of Inform. Sys. Manag.) / 79 researcher need to collects from all e-reader devices. The future researches should be tried to study about smartphones or tablet directly. It may be found that the new factors affected within those researches. 2. The finding of e-reader target only is relatively difficult. Online questionnaire are built for supporting in this. The researchers need to random sample of e-reader group for respondents. If the researchers can know about e-reader target directly, this study results will be affected highly.
5.3 Recommendations This research provides the sellers with some suggestion to improve this service or to add the circulations to their e-reader business and publisher or writer’s development. Thus, the researcher gave recommendations to e-reader sellers and publishing or writers including new factors (price/perceived enjoyment), and marketing development are following as below.
5.3.1 Recommendation for E-reader Sellers Firstly, when hardware manufacturers of e-reader devices are imported from foreign country as the United State, the seller agents should provide Thai language for supporting e-reader users in Thailand. They eliminate Digital rights management (DRM) problems because it will help to solve about download e-books files. Furthermore, customers want use e-reader devices ready among not uncomplicated. According with the performance expectancy (PE) and effort expectancy (EE) about e-reader device performance is suitable for reading by E-ink screens such as protecting eyesight from light soft devices. Secondly, Prices should depend on the amount of e-reader functions. If new e-reader devices have many functions, they should be highly price levels. However, e-reader functions in tablets or smartphones are not more expensive than e-readers. Thirdly, e-reader information’s are affects to popularity in Thai people society. It is consists of social influence (SI) what Thai people like crazy about new technology trends as iPad, or iPhone. Moreover, Thai people do not like read the books, they required follow to use e-reader as same as the other people who they uses new trends or up-to-date. Thus, the e- Premsiri Sangpoom Conclusion and Recommendations / 80 readers are limited in some customers who they like reading books only. Finally, Facilitating conditions of e-reader are affected to the e-reader usage behaviors. The example of facilitating conditions as the e-readers should be easily for purchasing of each brand. The point of sales of each e-reader brand must is more different obviously for support customer’s response. There are USB ports which enable to connect via internet such as downloading e-book readers from an online bookstore website, playing the games. Hence, they also will perceive enjoyment from e-reader devices highly. The life of battery should be as long as a week after its use. The battery life of tablets or smartphones is limited. Thus, e-reader sellers should provide increased the battery life ready for selling promotions. Customer decisions depend on their purposes such as for reading, working, or studying. After sales service and product warranty also are important for customer decisions what they will purchase an e-reader. Therefore, good after sales service or product warranty of each brand will help to support selling so well.
5.3.2 Recommendation for Publishers / Writers Publishers and writers do not afraid about e-reader trend or e-reader devices. They feel happy with e-reader because e-reader technology can support the e- book society to worldwide via internet. Their books can be known from people immediately and speedily. Therefore, publishers should be interested in producing actual book to e-book files highly for supporting e-reader users as downloading.
5.3.3 Recommendation for Price / Perceived enjoyment Price and perceived enjoyment are the new factors in this research. These factors are not related with technology acceptance directly. However, price and perceived enjoyment in this study result that significantly positively to affect to on the e-reader usage and behavior intention, respectively. It indicates that these factors are suitable for using with technology acceptance. For the researcher reasons that mix factor to questionnaire to the main factors directly because the meaning of individual questionnaire in price/perceived enjoyment are not accordance with those main technology acceptance factors. The meaning of individual questionnaire items, are as shown in Appendix. Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech of Inform. Sys. Manag.) / 81
5.3.4 Recommendation of Additional factors in the Future The researcher suggests the factor as brand loyalty. Brand loyalty explains that people who are crazy about brands. For example, the people are interested in the Apple products, such as iPad, or iPhone. And, they are willing to buy Apple brand only. The researcher thinks that it especially is suitable for adding this technology factor. The summary results of each brand in e-reader acceptance are founded that Apple products are leading the tablets and smartphone markets. Nevertheless, the other researchers should study factors to apply with their models firstly because of the choosing of factors which they are the most important for technology acceptance. The example of the brand loyalty should be affected to use behavior, as shown in Figure 5.1.
Brand Loyalty
Price
Perceived Enjoyment
Performance Expectancy Behavior Use Intention Behavior Effort Expectancy
Social Influence
Facilitating Conditions
Figure 5.1 The example of the brand loyalty (factors) affected
Premsiri Sangpoom Conclusion and Recommendations / 82
5.3.5 Recommendation of Market Developments The researcher suggests the marketing to develop in the e-reader marketing. In this study results, it shows that the age is below age 30 years effects on performance expectancy which is highest of this study result (β = 0.76). It indicates that age affects to performance expectancy, until affecting e-reader usage behavior. All questionnaire items of the e-reader about performance expectancy, as follows; E-reader is useful to use an e reader. The researcher suggests that company should exhibit their products in order to the people can test to use the e- reader actually. The e- reader usage can bring convenience everywhere. The e-reader manufacturers should develop e-readers for future. The example, if the e-readers want to offer large monitors, the e-reader also should be lightweight. This is the prominent point to focus on carrying everywhere. The e- reader usage enables me for storing more and more. The researcher recommends that the manufacturers should develop to increasing of the RAM capacity in order to add more storage areas. Moreover, e-reader marketing should provide promotion about purchasing and free RAM. The e-reader usage of my work enables me to accomplish tasks more quickly. A guide for marketing should provide the manual/handbook about e-reader applications. It is also important to learn about e-reader skills from e-reader manual until high benefits.
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 83
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APPENDIX
Premsiri Sangpoom Appendix / 90
Questionnaire
เรื่อง ปัจจัยที่มีผลต่อการยอมรับการใช้เครื่องอ่านหนังสืออิเล็กทรอนิกส์ (E-reader) กรณีศึกษา: กลุ่มประชากรในประเทศไทยที่ใช้เครื่องอ่านหนังสืออิเล็กทรอนิกส์
เรียน ท่านผู้ตอบแบบสอบถาม
แบบสอบถามฉบับนี้เป็นส่วนหนึ่งของการท าวิทยานิพนธ์ในระดับปริญญาโท สาขาวิชา เทคโนโลยีการจัดการระบบสารสนเทศ คณะวิศวกรรมศาสตร์มหาวิทยาลัยมหิดล โดยมีวัตถุประสงค์ที่จะ ส ารวจปัจจัยที่มีผลต่อการใช้เครื่องอ่านหนังสืออิเล็กทรอนิกส์ (E-reader) กรณีศึกษา:ประชากรที่ใช้เครื่องอ่าน อิเล็กทรอนิกส์ในประเทศไทยซึ่งผลการวิจัยครั้งนี้จะท าให้ทราบถึงข้อมูลเกี่ยวกับพฤติกรรมของประชาชนที่จะ ยอมรับและน าไปสู่การใช้งานเครื่องอ่านอิเล็กทรอนิกส์ (E-reader)ต่างๆ ค าตอบของท่านจักมีคุณค่าอย่างยิ่งต่อ งานวิจัยครั้งนี้ ผู้วิจัยจะเก็บข้อมูลที่ได้รับจากท่านไว้เป็นความลับ ข้อมูลที่ตรงกับความเป็นจริงและสมบูรณ์จะ ช่วยให้การวิจัยด าเนินไปด้วยความถูกต้อง ผู้วิจัยจึงใคร่ขอความอนุเคราะห์จากท่าน โปรดตอบแบบสอบถาม ตามความคิดเห็นของท่านอย่างรอบคอบให้ครบทุกข้อ แบบสอบถามที่ตอบครบสมบูรณ์เท่านั้นที่จะสามารถ น าไปใช้ในการวิจัยได้
แบบสอบถามนี้แบ่งออกเป็น 3 ตอน มีจ านวน 11หน้า ตอนที่1 เป็นแบบสอบถามข้อมูลเกี่ยวกับสถานภาพทั่วไปของผู้ตอบแบบสอบถาม ลักษณะแบบสอบถามเป็น แบบตรวจสอบรายการ (Check List) มีจ านวน 9 ข้อ ตอนที่2 เป็นแบบสอบถามเกี่ยวกับการใช้งานเครื่องอ่านอิเล็กทรอนิกส์ (E-reader) ลักษณะแบบสอบถามเป็น แบบตรวจสอบรายการ (Check List) มีจ านวน 8 ข้อและแบบปลายเปิด (Open -ended Questions) มีจ านวน 1 ข้อ ตอนที่3 เป็นแบบสอบถามข้อมูลทัศนคติที่มีต่อการใช้เครื่องอ่านอิเล็กทรอนิกส์ (E-reader) ลักษณะ แบบสอบถามเป็นแบบมาตราส่วนประเมินค่า (Rating Scale) มีจ านวน 34 ข้อ
ขอขอบพระคุณในความกรุณาของท่านมา ณ โอกาสนี้
นางสาวเปรมสิริ แสงพุ่ม นักศึกษาปริญญาโท สาขาวิชาเทคโนโลยีการจัดการระบบสารสนเทศ คณะวิศวกรรมศาสตร์ มหาวิทยาลัยมหิดล Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 91
ค านิยามอุปกรณ์เครื่อง E-book reader หรือ เครื่อง E-readerคือ อุปกรณ์อิเล็กทรอนิกส์ที่ใช้อ่านหนังสือ อิเล็กทรอนิกส์ หรือ e -book ที่ถูกออกแบบมาเพื่อให้สะดวกกับการพกพา ใช้งานง่าย และสามารถอ่านได้ทุก
สถานที่สามารถจัดเก็บ e-book ได้หลายพันเล่ม รวมทั้งอ่านหนังสือพิมพ์และนิตยสารต่างๆได้ โดยแบ่ง อุปกรณ์อิเล็กทรอนิกส์ที่สามารถใช้อ่าน e-book ออกเป็น 3 ประเภท คือ 1. E-readerหมายถึง อุปกรณ์อิเล็กทรอนิกส์พกพาเน้นส าหรับอ่าน e-book โดยเฉพาะ มีจุดเด่นที่หน้าจอ E-
ink หรือน้ าหมึกอิเล็กทรอนิกส์ที่ท าให้สบายตาในการอ่านและมีแบตเตอรี่ที่ใช้งานได้ยาวนานเหมาะส าหรับ การอ่านหนังสือเช่น Amazon Kindle, Barnes & Noble Nook, Sony Reader, iReed
2. Tablet computerเรียกสั้น ๆ ว่าTablet (แท็บเล็ต) หมายถึง อุปกรณ์คอมพิวเตอร์แบบพกพาที่มีหน้าจอ แบบสัมผัสในการใช้งานเป็นหลักสามารถรองรับการดาวน์โหลดโปรแกรมประยุกต์ (Application) ที่ สามารถอ่าน e-bookได้ เช่น iPad, Samsung Galaxy Tab, HP TouchPad, BlackBerry PlayBook, HTC Flyer
3. Smartphoneหมายถึงโทรศัพท์มือถือที่มีความสามารถพิเศษเพิ่มเติมของ PDA เข้าไปท าให้สามารถมี ประสิทธิภาพมากขึ้น เช่น รับส่งอีเมล์ มีปฏิทิน และจัดท าตารางนัดหมาย เรียกได้ว่า เป็นคอมพิวเตอร์ขนาด ย่อมและสามารถรองรับทั้งรูปแบบ Multimedia , Application , Social network , Edge/Gprs 3G และ Wi- fi โดยส่วนใหญ่มักจะต้องควบคู่ไปกับบริการเสริมต่างๆ อีกทั้งยังสามรถการดาวน์โหลดโปรแกรมประยุกต์ (Application)ที่สามารถอ่าน e-book ได้อีกด้วย เช่น iPhone, Samsung Galaxy S, BlackBerry ค านิยามค าศัพท์ที่เกี่ยวข้อง
E-book ย่อมาจากค าว่า Electronic book หมายถึง หนังสือที่สร้างขึ้นด้วยโปรแกรมคอมพิวเตอร์ เป็น หนังสืออิเล็กทรอนิกส์ที่ผู้อ่านสามารถอ่านผ่านอุปกรณ์อิเล็กทรอนิกส์ เช่น เครื่องคอมพิวเตอร์ หรือเครื่อง อ่านหนังสืออิเล็กทรอนิกส์ (E-book reader) ได้ คุณสมบัติพิเศษของมันคือ สามารถแสดงภาพนิ่ง ภาพเคลื่อนไหว และเสียงได้ มีการเชื่อมโยง link ไปยังหน้าต่างๆของหนังสือ รวมทั้งข้อมูลต่างๆบน
เครือข่ายอินเตอร์เน็ตได้ด้วย สามารถท าให้ผู้อ่านสัมผัสกับความสมจริง และเข้าถึงข้อมูลได้อย่างง่ายดาย
E-ink ย่อมาจากค าว่า Electronic ink หมายถึงเทคโนโลยีการแสดงผลหน้าจอแบบ น้ าหมึกอิเล็กทรอนิกส์ ท าให้การอ่านสบายตาเสมือนการอ่านบนกระดาษ สามารถอ่านในที่มีแสงแดดได้โดยไม่แสบตา
Premsiri Sangpoom Appendix / 92
ตอนที่ 1ข้อมูลสภาพทั่วไปของผู้ตอบแบบสอบถาม ค าชี้แจงโปรดท าเครื่องหมาย ลงในช่องหน้าค าตอบที่ตรงตามความเป็นจริงเพียง 1 ข้อ ถ้าไม่มีการระบุไว้ เป็นอย่างอื่น และหากท่านเลือกคาตอบที่ระบุว่า อื่นๆกรุณาระบุรายละเอียดเพิ่มเติมในช่องว่าง
1. เพศ 1) ชาย 2) หญิง
2.อายุ 1) ต่ ากว่าหรือเท่ากับ 20 ปี 2) 21-30 ปี 3) 31-40 ปี 4) 41-50 ปี 5) 51-60 ปี 6) มากกว่า 60 ปี
3. ระดับการศึกษา 1) ต่ ากว่าปริญญาตรี 2) ปริญญาตรี 3) สูงกว่าปริญญาตรี
4.อาชีพ 1) เจ้าของ/ผู้บริหารกิจการ 2) ข้าราชการ/พนักงานรัฐวิสาหกิจ 3) นักเรียน/ นิสิต /นักศึกษา 4) พนักงานบริษัท 5) ว่างงาน/เกษียณอายุ 6) อื่นๆ (โปรดระบุ) ……………………………………………………………………….
5. คุณมีประสบการณ์ในการใช้เครื่อง e- reader มานานเท่าไร (ปี) 1) น้อยกว่า 1 ปี 2) 1 – 3 ปี 3) 3 – 5 ปี 4) มากกว่า 5 ปี Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 93
6. ใน 1 สัปดาห์คุณใช้เครื่องe- reader นานเท่าไร (ชั่วโมง) 1) น้อยกว่า 1 ชั่วโมง 2) 1 – 3 ชั่วโมง 3) 3 – 5 ชั่วโมง 4) 5 – 7 ชั่วโมง 5) มากกว่า 7 ชั่วโมง
7.ส่วนใหญ่คุณใช้เครื่องe- reader ที่ไหน 1) โรงเรียน/มหาวิทยาลัย/ที่ทางาน 2) บ้าน /หอพัก 3) ยานพาหนะ/รถสาธารณะ/รถส่วนตัว 4) อื่นๆ (โปรดระบุ)……………………………………………………………………….
8. คุณมีความสมัครใจเป็นการส่วนตัวที่จะใช้เครื่องe- reader หรือไม่
1) มี เพราะ………………………………………………………………………………...... 2) ไม่มี เพราะ……………………………………………………………………………….
9. ปัจจุบัน คุณอาศัยอยู่จังหวัดใด…………………………………………………………………………..
Premsiri Sangpoom Appendix / 94
ตอนที่ 2 แบบสอบถามเกี่ยวกับการใช้เครื่องอ่านอิเล็กทรอนิกส์ e-reader
ค าชี้แจงโปรดท าเครื่องหมาย ลงในช่องหน้าค าตอบที่ตรงตามความเป็นจริงเพียง 1 ข้อ ถ้าไม่มีการระบุไว้ เป็นอย่างอื่น และหากท่านเลือกคาตอบที่ระบุว่า อื่นๆกรุณาระบุรายละเอียดเพิ่มเติมในช่องว่าง
1. คุณใช้เครื่อง e-reader หรือไม่ 1) ใช้ 2) ไม่ใช้ (ข้ามไปตอบข้อ 9หน้า 7) 2. เครื่อง e-reader ที่คุณใช้อยู่เป็นประเภทใด(สามารถตอบได้มากกว่า 1 ข้อ) 1) e-reader (เครื่องอ่านอิเล็กทรอนิกส์ เน้นการอ่าน มีเทคโนโลยีหน้าจอ E ink)(ข้ามไปตอบข้อ 3) 2) tablet(เครื่องคอมพิวเตอร์แบบพกพา มีเทคโนโลยีหน้าจอแบบ LCD หรืออื่นๆ)(ข้ามไปตอบข้อ 4) 3) smartphone(กรุณาระบุยี่ห้อ และรุ่น.)……………………………………………(Apple iPhone) 4) อื่นๆ (โปรดระบุ) ………………………………………………………………………
3. คุณเคยใช้เครื่อง e-reader ยี่ห้อใด (สามารถตอบได้มากกว่า 1 ข้อ)
1) Amazon Kindle 2) Sony Reader 3) Nook 4) iReed 5) อื่นๆ (โปรดระบุ)……………………………………………………………………….
4. คุณเคยใช้เครื่อง table ยี่ห้อใด (สามารถตอบได้มากกว่า 1 ข้อ) 1) Apple iPad 2) Samsung Galaxy Tab 3) Acer 4) LG Optimus Pad 5) Motorola Xoom 6) อื่นๆ (โปรดระบุ)……………………………………………………………………….
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 95
5. คุณใช้เครื่อง e-readerอ่านหนังสือประเภทใด(สามารถตอบได้มากกว่า 1 ข้อ) 1) ต าราเรียน/บทเรียน 2) ธรรมะ 3) นิตยสาร 4) การ์ตูน 5) อื่นๆ (โปรดระบุ) ……………………………………………………………………….
6. ส าหรับเครื่อง e-reader ที่มีฟังก์ชันที่หลากหลาย นอกจากการอ่านหนังสือแล้ว คุณใช้เครื่อง e-readerท า อะไรบ้าง (สามารถตอบได้มากกว่า 1 ข้อ) 1) ค้นหาข้อมูล 2) ดูหนัง 3) ฟังเพลง 4) ถ่ายรูป 5) เล่นเกมส์ 6) อื่นๆ (โปรดระบุ) ……………………………………………………………………….
7. คุณสมบัติของเครื่อง e-reader ที่คุณต้องการใช้เป็นแบบใด(สามารถตอบได้มากกว่า 1 ข้อ) 1) มีการตอบสนองได้อย่างรวดเร็ว เช่น ระบบหน้าจอแบบสัมผัส (Touch screen), เปิดพลิกหน้า หนังสือ เป็นต้น 2) น้ าหนักเบา/กะทัดรัด/พกพาสะดวก 3) สามารถอ่านได้อย่างสบายตา เช่น หน้าจอเป็นเทคโนโลยี e-ink (น้ าหมึกอิเล็กทรอนิกส์), หน้าจอ เป็นเทคโนโลยี LCD Capacitiveที่เน้นความสบายตา 4) มีฟังก์ชั่นที่หลากหลาย นอกจากการอ่านหนังสือ เช่น ดูหนัง, ฟังเพลง, เชื่อมต่ออินเตอร์เน็ต, เช็ค เมล์ เป็นต้น 5) มีขนาดหน้าจอที่กว้างพอที่จะท าให้มุมมองการอ่านกว้างเหมือนกับอ่านหนังสือที่เป็นเล่มจริง 6) ดาวน์โหลด e-book ได้ง่าย เช่น มีการเชื่อมต่อกับคลังหนังสือที่ต้องการได้โดยตรง, ระบบจัดเก็บ ในตัวเครื่องเป็นระเบียบ ไม่ยุ่งยาก 7) อื่นๆ (โปรดระบุ)…………………………………………………………………………
8. ราคาของเครื่องe-reader ที่คุณพอใจที่จะซื้อใช้คือ...... บาท
(ส าหรับผู้ตอบข้อ 8นี้ กรุณาข้ามไปตอบตอนที่ 3)
Premsiri Sangpoom Appendix / 96
9. เพราะเหตุใดคุณจึงไม่ใช้เครื่องอ่านอิเล็กทรอนิกส์ e-reader(สามารถตอบได้มากกว่า 1 ข้อ)(เลือกตอบข้อ นี้ แล้ว จบการตอบแบบสอบถาม ส าหรับท่านที่ไม่เคยใช้เครื่องอ่านอิเล็กทรอนิกส์ e-reader)
1) ไม่มีความรู้เรื่องเครื่อง e-reader 2) ไม่ชอบอ่านหนังสือโดยใช้เครื่อง e-reader 3) ไม่มีความสนใจที่จะอ่านหนังสือโดยใช้เครื่อง e-reader 4) ไม่มีโปรแกรมประยุกต์(Application)ส าหรับอ่านหนังสือ e-book ในเครื่อง e-reader 5) อื่นๆ (โปรดระบุ)……………………………………………………………………….
ตอนที่ 3 ข้อมูลเกี่ยวกับปัจจัยที่มีผลต่อการตัดสินใจใช้เครื่องอ่านอิเล็กทรอนิกส์ e-reader
ค าชี้แจงโปรดเลือกตัวเลขที่ตรงกับความคิดเห็นของคุณมากที่สุดเรียงล าดับดังนี้ ข้อ 1 = เห็นด้วยน้อยที่สุด ข้อ 2= เห็นด้วยน้อย ข้อ 3 = เห็นด้วยปานกลาง ข้อ 4= เห็นด้วยมาก ข้อ5 = เห็นด้วยมากที่สุด
โดยท าเครื่องหมาย ล้อมรอบตัวเลขในช่องตัวเลือกเพียงข้อละ 1 ต าแหน่งเท่านั้น
ระดับความคิดเห็น
ปัจจัยที่มีผลต่อการตัดสินใจใช้เครื่องอ่านอิเล็กทรอนิกส์ e-
reader ยน้อยที่สุด
เห็นด้วยมาก
เห็นด้วยน้อย
เห็นด้วยมากที่สุด
เห็นด้ว เห็นด้วยปานกลาง
ค าถามเกี่ยวกับความคาดหวังในประสิทธิภาพที่มีต่อการใช้เครื่อง e-reader (Performance Expectancy) 1. คุณคิดว่าการใช้เครื่องอ่านอิเล็กทรอนิกส์ มีประโยชน์ต่อ 1 2 3 4 5 การอ่านหนังสือของคุณ 2.คุณคิดว่า การใช้เครื่องอ่านอิเล็กทรอนิกส์ ท าให้คุณอ่าน 1 2 3 4 5 หนังสือได้ทุกที่ 3.การใช้เครื่องอ่านอิเล็กทรอนิกส์ ช่วยให้คุณเก็บหนังสือไว้ 1 2 3 4 5 อ่านได้มากขึ้น 4.การใช้เครื่องอ่านอิเล็กทรอนิกส์ ช่วยให้คุณค้นหาหนังสือ 1 2 3 4 5 ได้รวดเร็วขึ้น Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 97
ระดับความคิดเห็น
ปัจจัยที่มีผลต่อการตัดสินใจใช้เครื่องอ่านอิเล็กทรอนิกส์ e-
reader ยน้อยที่สุด
เห็นด้วยมาก
เห็นด้วยน้อย
เห็นด้วยมากที่สุด
เห็นด้ว เห็นด้วยปานกลาง
ค าถามเกี่ยวกับความคาดหวังในเรื่องความง่ายที่มีต่อการใช้เครื่อง e-reader (Effort Expectancy) 5. คุณคิดว่า การศึกษาและเรียนรู้วิธีใช้งานเครื่องอ่าน 1 2 3 4 5 อิเล็กทรอนิกส์ เป็นเรื่องง่าย 6. คุณคิดว่า คุณสามารถใช้ เครื่องอ่านอิเล็กทรอนิกส์ เปิด 1 2 3 4 5 อ่านหนังสือได้อย่างง่ายดาย 7.คุณพบว่า การใช้ระบบสัมผัสหน้าจอและการพลิกหน้า 1 2 3 4 5 หนังสือในเครื่องอ่านอิเล็กทรอนิกส์ ใช้งานง่าย 8. การเรียนรู้ที่จะใช้เครื่องอ่านอิเล็กทรอนิกส์ เป็นเรื่องง่าย 1 2 3 4 5 ส าหรับคุณ ค าถามเกี่ยวกับอิทธิพลทางสังคมที่ส่งผลต่อการใช้เครื่อง e-reader (Social Influence) 9. เพื่อนหรือคนรอบข้างของคุณคิดว่า คุณควรใช้เครื่องอ่าน 1 2 3 4 5 อิเล็กทรอนิกส์ 10.เพื่อนหรือคนรอบข้างคุณ มีส่วนท าให้คุณตัดสินใจใช้ 1 2 3 4 5 เครื่องอ่านอิเล็กทรอนิกส์ 11.คุณใช้เครื่องอ่านอิเล็กทรอนิกส์ เนื่องจากเห็นว่ามีการใช้ 1 2 3 4 5 กันอย่างแพร่หลาย 12.คุณตัดสินใจใช้เครื่องอ่านอิเล็กทรอนิกส์ เพราะคนอื่นๆ 1 2 3 4 5 ก็ใช้ ค าถามเกี่ยวกับสิ่งอ านวยความสะดวกในการใช้เครื่องe-reader (Facilitating Conditions) 13. คุณมีเครื่องอ่านอิเล็กทรอนิกส์ และความรู้ความเข้าใจที่ 1 2 3 4 5 จะใช้เครื่องอ่านอิเล็กทรอนิกส์ 14.เครื่องอ่านอิเล็กทรอนิกส์ สามารถเข้าถึงอินเตอร์เน็ตที่ 1 2 3 4 5 ใช้ในการดาวน์โหลดหนังสืออิเล็กทรอนิกส์ได้ 15.เครื่องอ่านอิเล็กทรอนิกส์ มีช่องเสียบสาย USB เพื่อใช้ ดาวน์โหลดหนังสืออิเล็กทรอนิกส์จากเครื่องคอมพิวเตอร์ 1 2 3 4 5 ได้สะดวก Premsiri Sangpoom Appendix / 98
ระดับความคิดเห็น
ปัจจัยที่มีผลต่อการตัดสินใจใช้เครื่องอ่านอิเล็กทรอนิกส์ e-
reader ยน้อยที่สุด
เห็นด้วยมาก
เห็นด้วยน้อย
เห็นด้วยมากที่สุด
เห็นด้ว เห็นด้วยปานกลาง
16.แบตเตอรี่ของเครื่องอ่านอิเล็กทรอนิกส์ สามารถใช้งาน 1 2 3 4 5 ได้ยาวนาน
17.เงิน (ค่าใช้จ่ายเกี่ยวกับเครื่องอ่านอิเล็กทรอนิกส์ และ ค่าบริการดาวน์โหลดหนังสืออิเล็กทรอนิกส์)ไม่ใช่อุปสรรค 1 2 3 4 5 ในการใช้เครื่องอ่านอิเล็กทรอนิกส์
18. บริการหลังการขาย เช่น การรับประกันสินค้าภายใน 6 1 2 3 4 5 เดือน มีผลต่อการใช้เครื่องอ่านอิเล็กทรอนิกส์
19.ยี่ห้อของเครื่องอ่านอิเล็กทรอนิกส์ที่เป็นที่รู้จัก มีผลต่อ 1 2 3 4 5 การใช้เครื่องอ่านอิเล็กทรอนิกส์ 20.คุณมีความรู้ความเข้าใจอย่างเพียงพอที่จะใช้เครื่องอ่าน 1 2 3 4 5 อิเล็กทรอนิกส์ ค าถามเกี่ยวกับความเพลิดเพลินในการใช้เครื่อง e-reader(Perceived Enjoyment) 21. คุณสามารถใช้เครื่องอ่านอิเล็กทรอนิกส์ ได้ทั้งวัน 1 2 3 4 5
22. คุณรู้สึกว่าเครื่องอ่านอิเล็กทรอนิกส์ มีฟังก์ชั่นที่ช่วยให้ 1 2 3 4 5 การอ่านเกิดความเพลิดเพลินขึ้น 23. โดยรวมแล้วการใช้เครื่องอ่านอิเล็กทรอนิกส์ ช่วยสร้าง 1 2 3 4 5 ความเพลิดเพลินให้กับคุณได้ ค าถามเกี่ยวกับราคาที่มีผลต่อการตัดสินใจใช้เครื่องe-reader(Price) 24. ราคาของเครื่องอ่านอิเล็กทรอนิกส์ เป็นส่วนส าคัญใน 1 2 3 4 5 การตัดสินใจใช้เครื่องอ่านอิเล็กทรอนิกส์ 25. คุณลังเลใจเมื่อเห็นราคาเครื่องอ่านอิเล็กทรอนิกส์ เกิน 1 2 3 4 5 กว่าที่ตั้งไว้ 26. ค่าใช้จ่ายที่ถูกในการดาวน์โหลดหนังสือมีส่วนในการ 1 2 3 4 5 ตัดสินใจต่อการใช้งานเครื่องอ่านอิเล็กทรอนิกส์ Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 99
ระดับความคิดเห็น
ปัจจัยที่มีผลต่อการตัดสินใจใช้เครื่องอ่านอิเล็กทรอนิกส์ e-
reader ยน้อยที่สุด
เห็นด้วยมาก
เห็นด้วยน้อย
เห็นด้วยมากที่สุด
เห็นด้ว เห็นด้วยปานกลาง
ค าถามเกี่ยวกับพฤติกรรมความตั้งใจที่จะใช้เครื่องe-reader(Behavior Intention) 27. คุณตั้งใจน าเครื่องอ่านอิเล็กทรอนิกส์ มาใช้เพราะมัน 1 2 3 4 5 ได้รับความนิยม 28. ถ้าความนิยมลดลง คุณยังตั้งใจที่จะใช้เครื่องอ่าน อิเล็กทรอนิกส์ ต่อไป 1 2 3 4 5
29. คุณมีความตั้งใจที่จะใช้เครื่องอ่านอิเล็กทรอนิกส์ ใน 1 2 3 4 5 อนาคต 30. คุณมีความตั้งใจว่าในอนาคตคุณจะใช้เครื่องอ่าน 1 2 3 4 5 อิเล็กทรอนิกส์ในการอ่านเป็นประจ า 31. คุณมีความตั้งใจว่าจะแนะน าให้คนอื่นใช้เครื่องอ่าน 1 2 3 4 5 อิเล็กทรอนิกส์ ค าถามเกี่ยวกับพฤติกรรมการใช้เครื่องe-reader(Use Behavior) 32. โดยรวมแล้ว การใช้เครื่องอ่านอิเล็กทรอนิกส์ ท าให้คุณ 1 2 3 4 5 รู้สึกพึงพอใจ 33.โดยรวมแล้ว การใช้เครื่องอ่านอิเล็กทรอนิกส์ ในการ 1 2 3 4 5 อ่านหนังสือหลากหลายประเภทท าให้คุณรู้สึกพึงพอใจ 34. โดยรวมแล้ว ประสบการณ์ที่คุณใช้เครื่องอ่าน 1 2 3 4 5 อิเล็กทรอนิกส์ ที่ผ่านมาท าให้คุณมีความสุข 35.การใช้เครื่องอ่านอิเล็กทรอนิกส์ เป็นความสมัครใจ 1 2 3 4 5 ส่วนตัวของคุณ 36.การใช้เครื่องอ่านอิเล็กทรอนิกส์ ไม่ได้บังคับใช้ในงาน 1 2 3 4 5 ของคุณ
หากท่านมีข้อเสนอแนะเกี่ยวกับเรื่องปัจจัยที่มีผลต่อการตัดสินใจใช้เครื่องอ่านอิเล็กทรอนิกส์ (e-reader) หรือ แบบสอบถามกรุณาแสดงความคิดเห็น ลงด้านล่างนี้ค่ะ
……………………………………………………………………………………………………………………… ขอขอบพระคุณทุกท่านที่สละเวลาตอบแบบสอบถามนี้ค่ะ Premsiri Sangpoom Appendix / 100
Population and Sample Group (Infinite population)
n = Number of samples. P = Percentage of random from all of number population. Z = Percentage of the level of confidence include 2 level - the level of confidence 95% Z = 1.96 - the level of confidence 99% Z = 2.58 e = Percentage of the level of significance. In this study, researcher defines value of variable follow: P = 0.80 Z = 1.96 e = 0.05
Cronbach’sAlpha
α= Coefficient’s Cronbach
k =Number of item
Covariance of each item
= Covariance of all items
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 101
Factor Loading
From Principal Components to Factor Analysis
There are two ways to go from principal components analysis to factor analysis two motivating stories.
Factor loading of every constructs exceeding the value of 0.5 is acceptable (Hair et al., 1995). Construct was examined Principal Component Analysis by using the varimax rotation. In this study, Factor loading of PE3 (.492) and PE4 (.475) almost 0.5 can be usable by (Siljaru, 2009).
Construct Items Factor Loading Performance Expectancy PE1 .761
PE2 .774
PE3 .492
PE4 .475
Effort Expectancy EE1 .784
EE2 .644
EE3 .564
EE4 .574
Premsiri Sangpoom Appendix / 102
Social Influence SI1 .839
SI2 .815
SI3 .900
SI4 .923
Facilitation Conditions FC1 .578
FC2 .903
FC3 .701
FC4 .539
Enjoyment EN1 .780
EN2 .726
EN3 .824
Price PRICE1 .885
PRICE2 .803
Behavior Intention BI1 .656
BI2 .681
BI3 .866
BI4 .607
BI5 .841
Use Behavior USE1 .527
USE2 .556
USE3 .663
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 103
วิธีการน าค่าปัจจัยหลักและปัจจัยภายนอก (Modulator) มาแปลงค่าก่อนน าเข้าโปรแกรม Lisrel
1. น าผลที่ได้จากแบบสอบถามกรอกใส่ Excel เปลี่ยนหัวค าถามเป็นชื่อของปัจจัยให้ตรงตามข้อ ย่อยต่างๆ เช่น PE1, PE2, PE3, PE4 จากนั้นท าการเฉลี่ย (AVERAGE) ค่าของทุกตัวปัจจัย เป็นตัวเดียว อย่าง PE1 ถึง PE4 รวมกันเป็น PEเป็นต้น และรวมแบบนี้ให้ครบทุกตัวส าหรับปัจจัยที่มีทั้งหมดสูตร ส าหรับการท าการเฉลี่ย ของโปรแกรม Excel คือ
= AVERAGE(ช่องของแถวที่1:ช่องของแถวสุดท้าย)
เช่น จากกรณีชุดปัจจัย PEจาก PE1 ถึง PE4 ซึ่ง แถว PE1 อยู่แถว E บรรทัดที่ 2 และแถว PE 4 อยู่ แถว H บรรทัดที่ 2 จะใส่ค าสั่งดังนี้
=AVERAGE(E2:H2)
และให้ค าแบบนี้กับทุกชุดของแบบสอบถามที่มีไล่ลงไปเรื่อยๆจนครบ และเริ่มท าในชุดกลุ่ม ค าถามปัจจัยอื่นต่อไป
2. น าค่า ปัจจัยภายนอก หรือ Modulators เช่น เพศ อายุ ประสบการณ์ เป็นต้น ที่จะใช้วัด มาแปลง เป็น ค่า 0 และ 1 เพื่อเตรียมการท า Dummy โดย ในการก าหนดว่าตัวใดจะเป็น 1 นั้น จะเลือกก าหนดกับตัวที่ คาดการณ์ว่าจะมีผลมากกว่า/สนใจ (ในกรณีที่ไม่งานวิจัยอื่นมาสนับสนุน) หรืออาจศึกษาจากงานวิจัยอื่นแล้ว พบว่า ปัจจัยนั้นมีผลกับการใช้ก่อน(กรณีมีงานวิจัยอื่นมาสนับสนุนชัดเจน) ก็สามารถเลือกตัวนั้นมาก าหนดเป็น 1 และตัวอื่นก าหนดค่าเป็น 0 ได้เช่น เพศหญิงเป็น 1 เพศชายเป็น 0, อายุต่ ากว่า 30 ปีเป็น 1 อายุ 31-50 ปีขึ้นไป เป็น 0, ประสบการณ์การใช้ น้อยกว่า 3 ปี เป็น 1 มากกว่า 3 ปีขึ้นไป เป็น 0, ระดับการศึกษา ต่ ากว่าปริญญาตรีและ ปริญญาตรีเป็น 1 ปริญญาโทหรือมากกว่าขึ้นไป เป็น 0 Premsiri Sangpoom Appendix / 104
3. คัดเลือกเฉพาะข้อมูล ที่ท าการเฉลี่ย(AVERAGE) ของทุกปัจจัยแยกออกมา โดยเวลาวางใน Excel อย่าลืมเลือก Paste special > value ทุกครั้ง เพราะอาจท าให้ค่าที่ได้จากการคูณเตรียมไว้มาก่อนหน้านี้ มีการ เปลี่ยนแปลงคาดเคลื่อนได้ และ ค่อยเริ่ม ใส่ค าสั่ง คูณ ทีละชุด กับปัจจัยที่ท าการเฉลี่ยมาแล้วคุณเข้ากับปัจจัย ภายนอก (Modulators) ที่จะท า Dummy เช่น Gender *PE ใส่ค าสั่ง =E2*A2 (เป็นการคูณของแถวที่ E บรรทัดที่ 2 กับ แถวที่ A บรรทัดที่ 2) เป็นต้น ท าแบบนี้ให้ครบทุกชุดของปัจจัยนั้นๆ ที่ต้องการจะท า Dummy
ค่าที่ได้จากการ Dummy ทุกปัจจัย Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 105
4. หลังจากที่ได้ค่าข้อมูลเหล่านี้แล้ว จึงน ามาท าการวิเคราะห์ค่าที่จะใช้น าเข้า ในโปรแกรม Lisrel โดยใช้ Microsoft Excel เช่น ค่า SD, ค่า KM เป็นต้น
วิธีการท าการวิเคราะห์ค่า KM ด้วย Data Analysis โดยใช้ Microsoft Excel ในการวิเคราะห์ 1. หลังจากที่เราเตรียมข้อมูลที่ท าการเฉลี่ย (Average) เสร็จแล้ว ต้องน าโครงสร้างโมเดลที่เรา ต้องการใช้มาดูเพื่อท าการเรียงล าดับปัจจัยก่อนให้ตรงกับที่เราต้องการโดยต้องเรียงจากตัวแปรตามก่อนตัวแปรต้น ทุกครั้ง (หลักการของ โปรแกรม Lisrel) ในที่นี้ คือ BI กับ USE ดังนั้นจะต้องเรียง ดังนี้
BI USE PE EE SI FC EN Price G*PE G*EE G*SI A*PE A*EE A*SI EXP*EE EXP*SI EXP*FC
ตามล าดับ เพื่อค่าตรงกับที่เราประกาศตัวแปรในโปรแกรม Lisrel
Premsiri Sangpoom Appendix / 106
ใน Excel จะแสดงเป็นแบบนี้
เพื่อเป็นการเตรียมค่าที่จะใส่ลงในโปรแกรมให้มีความตรงกันกับตัวแปรที่จะประกาศไว้ 2. ท าการประมวลด้วย Data Analysis ซึ่งต้องท าการโหลดมาจาก Tool Pack ของ Microsoft Excel ซึ่งเมื่อโหลดมาจะอยู่ในส่วน Tab Data สัญลักษณ์
เมื่อกดเข้าไปจะขึ้นหน้าต่างดังรูป
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 107
ค่า Correlation หรือ ค่า KM ให้เลือกที่ Correlation จากนั้นกด OKขึ้นหน้าต่างดังรูปด้านล่างนี้ โดย ให้เลือกค่าที่ต้องการค านวณเข้าไปในช่องของ “Input Range” จากตัวอย่างข้อมูล มีจ านวน 400 คน จึงดึงค่าที่อยู่ ตั้งแต่แถว A บรรทัดที่ 1 จนถึงแถว S บรรทัดที่ 401 ทั้งหมดไว้ จากนั้นเราสามารถก าหนดให้มีหัวขึ้นใน ค่า KM ได้โดยค าเครื่องหมายถูก ที่ช่อง “Labels in first row” เพื่อสามารถตรวจสอบได้ว่า ค่าที่เราจะใส่เข้า โปรแกรมมี การเรียงถูกต้องแล้ว
หมายเหตุ กรณีที่ไม่ต้องการหัวข้อ ก็ไม่ต้องเลือกค่าบรรทัดที่แสดงหัวข้อ ลงไปใน Input Range ด้วย
ในส่วนของ Output options สามารถเลือกได้ 3 แบบ คือ
1. Output Rage คือ เลือกแสดงภายในหน้า Sheet เดิมนั้น เพียงเลือกช่องต าแหน่งเดียวที่ต้องการ 2. New Worksheet Ply: คือก าหนดให้สร้างผลที่ได้ในหน้า sheet ใหม่ และสามารถก าหนดชื่อ Sheet เองได้ 3. New Workbook จะเป็นการสร้างขึ้นมาเป็นอีกไฟล์หนึ่ง
ในที่นี้ผู้วิจัยเลือกวิธีการแสดงผลแบบที่ 1 ให้ปรากฏในหน้า Sheet เดิม จะปรากฏผลออกมาดังรูป ด้านล่างนี้
วิธีการวิเคราะห์ค่าส่วนเบี่ยงเบนมาตรฐาน (Standard deviation: SD) โดยใช้ Microsoft Excel 1. เมื่อได้น าการหาค่าเฉลี่ยของทุกปัจจัยเรียบร้อย จึงมาท าค่า SD โดยใช้สูตร ดังนี้ Premsiri Sangpoom Appendix / 108
=STDEV (แถวแรกที่ต้องการค านวณ: แถวสุดท้ายที่ต้องการค านวณ
ดังตัวอย่างถ้าต้องการหาค่า SD ของปัจจัย BI จากทั้งหมด 400 คน ค่าของเรา เริ่มต้นที่ แถว A บรรทัดที่ 2 จนถึงแถว A บรรทัดที่ 401 จะได้ออกมาดังนี้ =STDEV(A2:A401)
2. เมื่อได้ค่าที่ต้องการแล้วจากนั้นจึงน าค่าที่ได้ไปใส่ในโปรแกรม Lisrel
วิธีการวิเคราะห์เพื่อประมวล ด้วยวิธีการเขียนค าสั่ง เพื่อน าเข้าค่า KM และ SD ในโปรแกรม Lisrel 1. เปิดโปรแกรม Lisrel กดเลือก File> New> Syntax Only> OK
2. จะเข้าสู่หน้า Syntax1
3. เขียนชื่อเรื่อง (Title) ควรตั้งให้สอดคล้องกับเนื้อหาของงาน และควรใส่ เครื่องหมาย ! เช่น ! TEST E-BOOK READER ACCEPTANCE FACTORS AND MODULATORS
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 109
4. เมื่อได้ค่า Correlation Matrix และ ค่า SD จาก Microsoft Excel ต้องน ามาท าค่าเตรียมค่าก่อนที่ จะเขียนค าสั่งใน Lisrel 4.1 ค่า KM คือ ค่า Correlation Matrix สร้างเป็นไฟล์ชื่อ KM.DAT
4.2 ค่า SD หรือ Standard Division สร้างเป็นไฟล์ชื่อ SD.DAT
หมายเหตุ การสร้างไฟล์เหล่านี้ จะต้องสร้างทุกไฟล์ไว้ใน Folder เดียวกันเท่านั้นไม่เช่นนั้นแล้ว โปรแกรม Lisrel จะไม่สามารถมองเห็นค่าที่จะใช้ได้เลย 5. ใส่ Code โดยเริ่มจาก ชื่อเรื่อง ประกาศจ านวนตัวแปรทั้งหมด จ านวนกลุ่มตัวอย่าง ประเภทตัว แปรทั้งหมดที่มี และประกาศเพื่อเรื่องค่า KM และ SD ที่สร้างเป็นไฟล์แล้ว โดยใช้สูตร
KM FI=KM.DAT
SD FI=SD.DAT
จากนั้นจึงประกาศตัวแปรต้น ตัวแปรตาม ก่อนจะเขียนค าสั่งมาเส้นใดชี้ใด ตามสมมุติ ฐานที่เรา สร้างไว้ และสุดท้ายจะต้องอย่างลืม การก าหนด Output ที่ต้องการด้วย
Premsiri Sangpoom Appendix / 110
6. คลิก Run LISREL จะขึ้นให้ Save As พิมพ์ File name : (ตั้งชื่อ) ในงานวิจัยนี้ตั้งชื่อว่า Ereader accpetance คลิก Save เมื่อกด save แล้วจะได้ไฟล์นามสกุล .ls8
7. เมื่อ Run แล้วจะปรากฏภาพเส้น Path ของปัจจัย ขึ้นมาทั้งหมด ซึ่งเราสามารถดูค่า Estimate หรือค่า T-value ว่าผลที่ได้มีนัยส าคัญได้ ที่ Tab ชื่อ “Estimate”
วิธีการปรับเส้นโมเดลในส่วน Mudulators
ค่า Correlation matrix และ ค่า SD ของ ตัวอย่าง Pretesting with the modulators (Age)
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 111
ยกตัวอย่าง Pretesting with the modulators (Age) การปรับเส้นให้ดูที่ code ด้านล่างของตัวโปรแกรมใน ส่วนค าสั่ง FR
AGE ยังไม่ได้ปรับเส้นเป็นการรันmodulators (Age) ในโมเดลครั้งแรก จะเห็นได้ว่า ไม่ sig ทั้ง 4 เส้น
Premsiri Sangpoom Appendix / 112
AGE FR TD(10,1)เป็นการปรับเส้นครั้งที่ 1
AGE FR TD(10,1) TE(1,1)เป็นการปรับเส้นครั้งที่ 2 จะเห็นได้ว่า modulators (Age)A*PE A*EE เริ่มsig เป็นเส้นด า
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 113
AGE FR TD(10,1) TE(1,1)TD(3,2)เป็นการปรับเส้นครั้งที่ 3 จะเห็นได้ว่า modulators (Age)A*PE A*EE A*SI เริ่มsig เป็นเส้นด า ส่วน A*FC เป็นเส้นสีแดง ไม่ sigจึงตัดออกและไม่น าเข้า ในโมเดลประมวลรวมทุกปัจจัย
การปรับโมเดลในส่วนของโมเดลหลัก (Model Adjustment)
กาพิจารณาเพื่อปรับโมเดลสามารถปรับได้โดยดูจากค่าในOutput ตรงส่วนของ Modification Indices for … และปรับได้เฉพาะเส้น Theta-EPS (TE), Theta-Delta-EPS (TH) และ Theta-Delta (TD) เท่านั้น เพราะถ้าปรับในเส้นอื่น จะท าให้โมเดลไม่ตรงตามสมมุติฐานที่เราสร้างไว้ตั้งแต่ต้น โดยวิธีการปรับจะใช้หลักการ พิจารณาแรก คือดูว่า ค่าใดในกลุ่ม TE, TH และ TD ว่าค่าใดมีค่ามากที่สุด จะเลือกปรับจากจุดนั้นก่อน แต่ถ้าปรับ แล้วไม่ดีขึ้น จะต้องเอาออกแล้ว เปลี่ยนเป็นเส้นอื่นที่มีค่ารองลงมา และ เมื่อปรับจน Model Fit จะต้องตรวจสอบ ตามเกณฑ์ (Measurement value) ว่าตรงตามเกณฑ์หรือไม่ เช่น ค่า AGFI, RMR เป็นต้น ซึ่งสมารถดูได้จากค่าใน Output ขั้นตอนปรับโมเดล (Model Adjustment) 1. ดูค่าตั้งต้นที่เกิดจากประมวลครั้งแรกที่ไม่ได้เกิดจากปรับใดๆว่าเส้นใด ค่า T-value น้อยกว่า |1.96| แสดงว่า ค่านั้นไม่มีนัยส าคัญ ถ้าดูจากโปรแกรม ให้เลือกดูจาก Tab Estimate เลือกโชว์ค่า “T-value”
Premsiri Sangpoom Appendix / 114
ค่า Estimate ตอนเริ่มต้น
ค่า T-value ตั้งต้น
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 115
2. เริ่มปรับครั้งที่หนึ่ง เลือกปรับค่า TE(2,1) โดยใส่ค าค าสั่งเพิ่มต่อจากบรรทัดค่า ซึ่งดูจากค่า Output ค่า Estimate ครั้งที่ 1
ค่า T-value ครั้งที่ 1
Premsiri Sangpoom Appendix / 116
3. เริ่มปรับครั้งที่สอง เลือกปรับค่า TD (4,3) โดยใส่ค าค าสั่งเพิ่มต่อจากบรรทัดค่า ค่า Estimate ครั้งที่ 2
ค่า T-value ครั้งที่ 2
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 117
4. เริ่มปรับครั้งที่สาม เลือกปรับ ค่า TH (9,2) โดยใส่ค าค าสั่งเพิ่มต่อจากบรรทัดค่า ค่า Estimate ครั้งที่ 3
ค่า T-value ครั้งที่ 3
Premsiri Sangpoom Appendix / 118
5. เริ่มปรับครั้งที่สุดท้าย เลือกปรับ ค่า TH (6,1) โดยใส่ค าค าสั่งเพิ่มต่อจากบรรทัดค่า
ค่า Estimate ครั้งสุดท้าย
ค่า T-value ครั้งสุดท้าย
Fac. of Grad. Studies, Mahidol Univ. M.Sc. (Tech. of Inform. Sys. Manag.) / 119
6. สรุปสุดท้าย สามารถปรับโมเดลไป 4 ครั้ง โค้ดในการปรับโมเดลนี้ คือ TE(2,1) TD(4,3) TH(9,2) TH(6,1)
7. ตรวจสอบค่า และพบว่า ค่าเป็นไปตามเกณฑ์ ถ้าไม่เป็นไปตามเกณฑ์จ าเป็นจะต้องปรับให้ โมเดล fit ต่อไป
Premsiri Sangpoom Biography / 120
BIOGRAPHY
NAME Miss Premsiri Sangpoom
DATE OF BIRTH 2 October 1986
PLACE OF BIRTH Bangkok, Thailand
INSTITUTIONS ATTENDED University of Thai Chamber of Commerce, 2006-2009 Bachelor of Business Administration (Marketing)
Mahidol University, 2009-2012 Master of Science (Technology of Information System Management)
HOME ADDRESS 137 Bangbon 1 road, Bangbon, Bangkok 10150
E-MAIL ADDRESS [email protected]
PUBLICATIONS Sangpoom P, Kiattisin S, Leelasantitham A. Analysis of factor influencing The acceptance of e-reader in Thailand. Institutional Research Symposium 2012, Bangkok, Thailand, 13-15 December 2012.