Analysis of Chinese college students' intention to purchase the electronic books: Analysis of Chinese college students’ intention

With the development of the Internet and electronic technology, the form of books is undergoing a revolutionary change-from paper books to electronic books, so that the majority of readers have changed the original reading methods and reading habits. By collecting 375 valid questionnaires and using SPSS software for data analysis, this paper builds a model from five aspects, including perceived usefulness, perceived ease of use, perceived risk, social influence and willingness to use, to explore their impacts on Chinese college students’ purchase intention. The results show that perceived usefulness, perceived ease of use and social influence play a positive role on the college students 'purchase intention, perceived risk plays a negative role on the college students' purchase intention, and willingness to use plays a mediated role.