Intention to Purchase Chapters of Online Literature: A Pilot Study in Thailand

  •  Duangkamol Chuengprapa    
  •  Nitaya Wongpinunwatana    


The purpose of this study is to examine the factors that influence the intention to purchase chapters of online literature. This study is based on descriptive research using an online survey. The results indicate that six factors (favorable attitude from social norms, functional dependence on platform, emotional attachment to content creator, perceived benefit, perceived sacrifice, and perceived value) can be used to predict the intention to purchase online literature. The findings of this research will help practitioners by providing a guideline to improve products and services. This research combines the value intention model, status quo bias theory, and integration of attachment theory and socio-technical systems, and as far as the author knows, these theories have never before been studied together.

This work is licensed under a Creative Commons Attribution 4.0 License.