Document Type : Original Article
Authors
1 Associate Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2 Ph.D. Student of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
Abstract
Background and Objectives: Purpose of this study is to investigate the effect of perceived ease and perceived usefulness of buying online with the mediating role of online perceived value on online purchase behavior among customers of online bookstores and digital libraries.
Methodology: The statistical population of research includes customers of online bookstores and digital libraries in Iran who had at least one experience of buying books online (physical and digital books). This research is a quantitative and hypothetical-inferential study. In this research, random sampling and questionnaire were used. The structural equation modeling method was used to investigate the relationships between the variables, and SPSS24 and Amos24 software were used.
Findings: The results of this study showed that the direct effects of ease, usefulness and perceived online value on the online shopping behavior of customers of online bookstores and digital libraries are significant. Finally, mediating role of online perceived value among variables of ease, usefulness and online purchase behavior of book customers was significant and considerable.
Discussion: This study shows that perceived ease and perceived usefulness of online shopping are two key factors in predicting online shopping behavior and among, online perceived value is an important factor to better identify this effect in the online behavior of customers of online bookstores and digital libraries. Therefore, in addition to presenting a new model, this study helps to increase the literature of consumer behavior in the context of digital library services and book online sales and has provided practical suggestions in this theme.
Keywords
- Digital Libraries
- Online bookstore
- Online Purchase Behavior
- Perceived Value
- Perceived Ease and Usefulness
Main Subjects
)