An Empirical Study on Factors Influencing Digital Textbook Use Intention Based on the TAM Model: Evidence from Chinese College Students

초록

As digital textbooks become widely adopted in higher education, understanding university students’ behavioral intentions is crucial to promoting their effective use. Based on the extended Technology Acceptance Model (TAM), this study introduces Content Quality (CQ), Self-Efficacy (SE), Subjective Norms (SN), and Perceived Enjoyment (PE) as exogenous variables. It also identifies Perceived Ease of Use (PEOU), Perceived Usefulness (PU), and Attitude Toward Use (ATT) as mediating variables, while controlling for gender (G), year of study (Y), digital literacy (DL), and learning habits (LH). The aim is to examine how these factors influence university students’ Behavioral Intention (BI) to use digital textbooks. Data were collected from 520 Chinese university students using a structured questionnaire, and the reliability and validity of the measures were assessed using SPSS, AMOS, structural equation modeling, and mediation effect tests. The results indicate that CQ and SE have significant positive effects on PEOU, PU, and ATT. PE has no significant effect on PEOU or PU, but does have a significant effect on ATT, suggesting that affective factors more directly influence ATT than PU. The mediating variables significantly affect the relationship between the exogenous variables and BI. Gender and year of study have no significant effects on BI, whereas DL and LH exert a moderate effect on BI. This study presents both theoretical and practical contributions. The main contribution is to extend TAM via structural reconfiguration, distinguishing three functional pathways for exogenous variables: cognitive (CQ, SE), affective (PE), and normative (SN). Additionally, it reveals the unique mechanism through which emotional factors directly influence attitudes in the institutionalized digital textbook context of Chinese higher education. These findings fill a theoretical gap in non-Western educational settings.

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