Unlocking Digital Learning: E-book Acceptance among Business Analytics Students

Nurmuslimah Kamilah Abdullah, Nur Solihah Khadhiah Abdullah, Noor Malinjasari Ali, Nik Noor Afizah Azlan, Ruzaidah Sulong A. Rashid, Yau’mee Hayati Mohamed Yusof

Abstract


This study investigates the acceptance of e-books among Business Analytics
students at Universiti Teknologi MARA Cawangan Terengganu using the Technology
Acceptance Model (TAM). It specifically examines four key constructs: Perceived
Usefulness (PU), Perceived Ease of Use (PEOU), Attitude Toward Using (ATU), and
Behavioral Intention to Use (BIU). A descriptive research design was adopted, and data
were collected from 102 second-year students through an online questionnaire.
Descriptive statistics and Mann–Whitney U tests were employed for analysis. Findings
revealed generally positive perceptions across all TAM variables, with mean scores above
neutral. However, some items showed moderate variability, suggesting areas for
improvement. Hypothesis testing indicated no significant differences in positive attitude
in using the e-book and the intention to use e-books for future study between Operations
Management and Customer Service students. The study emphasizes the importance of
evaluating specific item responses to provide ground input on e-book acceptance. These
insights support faculty and publishers in fostering sustainable e-learning adoption among
students.

Keywords: Acceptance, E-book, Business Analytics, TAM

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