Understanding customer acceptance of e-Magazine: Innovation resistance perspectives

The potential of digital magazine (e-Magazine) is growing rapidly as we are running into new era with technological advancements. e-Magazine becomes a new business in the area of news and advertisements. This study is designed to evaluate the determinant factors of user's purchase intention of e-Magazine. Technology Acceptance Model (TAM) and innovation resistance model were adopted to examine those critical factors. Data collection was performed by distributing offline and online questionnaire via email. Then, the obtained data was processed and analyzed using Partial Least Square (PLS) technique. The result of this study indicates that perceive ease of use and relative advantage precede customer's purchase intention of e-Magazine. Finally, this study concludes that e-Magazine quality including security, service quality and appearance become significant factors determine perceived risk and perceived ease of use.