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The adoption of technology has been a focus of many studies. Although many theories regarding the adoption of technology have been proposed, some technologies still face the problem of not being adopted effectively. EBook is one of the technologies that provide multiple benefits but the adoption is yet to be effectively. This study examines the factors that influence the adoption of eBooks by employing selected factors from Theory of Consumption Value, Personal Values, and Resistance to Change. A survey of 252 students in an international university in Thailand was conducted and Structural Equation Model (SEM) was used to examine the influence of these selected factors and their interrelationship. The result indicates that the selected factors of personal values such as power, achievement, hedonism and stimulation have significant influence on the functional value, social, and emotional value in consumption value. Functional value and emotional value also have significant influence on the adoption of eBooks. The selected factor from resistance to change does not provide significant influence on the adoption of eBooks. Further discussion of the findings will be discussed in this paper.

Intention to Adopt EBooks: A Study on Influence of Consumption Value, Personal Values, and Resistance to Change