MABIS: Manajemen dan Bisnis
Vol 15, No 1 (2016): MARCH 2016

CONSUMERS’ INTENTION TO SWITCH FROM PRINTED BOOK TO E-BOOK IN SURABAYA

Liander, Kevin (Unknown)
Margaretha, Silvia (Unknown)
Anandya, Dudi (Unknown)

Article Info

Publish Date
15 Mar 2016

Abstract

The objective of this research is to know the factors that drives consumer to changes their reading behaviour from printed books to e-book using the switching behaviour theory. There are 5 variables that were used in this research, and those variables are new product attributes, social influences, price, switching cost, and intention to switch. This research finds that compatibility, convenience and switching cost have a significant impact on intention to switch, as well as the moderating effect of low switching cost between the relation of compatibility and social influences with intention to switch. 

Copyrights © 2016




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Journal Info
MABIS: Manajemen dan Bisnis
Website

Abbrev

mabis

Publisher

Universitas Surabaya

Subject

Economics, Econometrics & Finance Social Sciences

Description

Manajemen & Bisnis (MABIS) is an open access journal with ISSN 1412-3789 and e-ISSN 2477-1783. The editorial board invites authors and experts to publish and share their ideas through scientific and empirical research in the field of Management and Business. The major objective of the publication is ...