Post on 08-Apr-2023
Basically this document is my project paper in completing my BBA.
Thus it may not reach a good standard as a better reference.
Nonetheless, i hope this dissertation somewhat will be useful to some readers.
PERCEPTION OF CUSTOMERS TOWARDS E-BOOK: FROM THE PERSPECTIVE OF
MALAYSIAN CUSTOMERS
MUHSIN BIN NOR PAIZIN 2007283296
BACHELOR OF BUSINESS ADMINISTRATION WITH HONOURS (INTERNATIONAL BUSINESS)
FACULTY OF BUSINESS MANAGEMENT UNIVERSITI TEKNOLOGI MARA
SHAH ALAM
APRIL 2010
PERCEPTION OF CUSTOMERS TOWARDS E-BOOK: FROM THE PERSPECTIVE OF MALAYSIAN CUSTOMERS
ii
PERCEPTION OF CUSTOMERS TOWARDS E-BOOK: FROM THE PERSPECTIVE OF MALAYSIAN CUSTOMERS
MUHSIN BIN NOR PAIZIN
A graduation Exercise Submitted to the Faculty of Business Management
Universiti Teknologi MARA, Shah Alam, Selangor As a Partial Fulfillment of the requirement
For Bachelor of Business Administration (Hons) International Business
NOVEMBER 2009 – APRIL 2010
iii
DECLARATION OF ORIGINAL WORK
BACHELOR OF BUSINESS ADMINISTRATION WITH HONOURS (INTERNATIONAL BUSINESS)
FACULTY OF BUSINESS MANAGEMENT UNIVERSITI TEKNOLOGI MARA
‘DECLARATION OF ORIGINAL WORK’
I, MUHSIN BIN NOR PAIZIN, (880717-56-5067)
Hereby, declare that:
• This work has not previously been accepted in substance for any degree,
any locally or overseas, and is not being concurrently submitted for this
degree or any other degrees.
• This project paper is the result of my independent work and investigation,
except where otherwise stated.
• All verbatim extracts have been distinguished by quotation marks and
sources of my information have been specifically acknowledged.
Signature: _______________________________ Date: ________________
iv
LETTER OF SUBMISSION
3 MAY 2010
Mr. Syed Ashrene Syed Omar
The Head of Program
Bachelor of Business Administration with Honours (International Business)
Faculty of Business Management
Universiti Teknologi MARA
40450 Shah Alam
Selangor
Dear Mr.
SUBMISSION OF PROJECT PAPER (IBM 660)
Attached is the project paper title “Perception Of Customers Towards E-Book: From The Perspective of Malaysian Customers” to fulfill the requirement as needed by the Faculty of Business Management, Universiti Teknologi MARA.
Thank you.
Yours sincerely,
MUHSIN BIN NOR PAIZIN
2007283296
Bachelor of Business Administration with Honours (International Business)
v
ACKNOWLEDGEMENT
Alhamdullilah, in the name of the Almighty God, I would like to express my love
and respects for my parents, for their continuous sacrifice and efforts in guiding
me.
This research report could not have been written without the help from Ms.
Mazlina Ahmad Zayadah who not only served as our supervisor but also
encouraged and challenged me throughout the process of completing this
research report. She and my second examiner, Ms. Maziah Mohd Ariff, patiently
guided me through the research proposal process, never accepting less than my
best efforts. I thank them all.
Muhsin Bin Nor Paizin
Bachelor of Business Management (Honours) International Business
Faculty of Business Management
Universiti Teknologi MARA, Malaysia
TABLE OF CONTENTS
CONTENT PAGE
Declaration of Original Work iii
Letter of Submission iv
Acknowledgements v
List of Tables vi
List of Figures vii
List of Definition of Terms ix
Abstract xii
CHAPTER 1: INTRODUCTION 1
1.0 Introduction to the Problem 1
1.1 Background of Company 1
1.2 Background of Study 5
1.2.1 Definitions of E-Book 5
1.2.2 E-Book in Malaysia 7
1.3 Problem Statement 8
1.4 Purpose of the Study 9
1.5 Research Objective 10
1.6 Research Question 10
1.7 Theoretical Framework 11
1.8 Significant of Study 11
1.9 Scopes of Study 12
1.10 Limitation of Study 13
CHAPTER 2: LITERATURE REVIEW 14
2.0 E-Book Literature Review 14
2.1 History of E-Book 14
2.2 E-Book Usages 15
2.2.1 E-Book Reader Device Usage 19
2.3 E-Book Marketplace and E-Book Publishers 20
CHAPTER 3: RESEARCH METHODOLOGY 25
3.0 Sampling Design 25
3.1 Population and Sampling 25
3.2 Data Collection 26
3.2.1 Primary Data 27
3.2.1.1 Questionnaires 27
3.2.2 Secondary Data 28
3.2.2.1 Journals and Articles 28
3.2.2.2 Internet 29
3.3 Data Analysis 29
CHAPTER 4: DATA ANALYSIS AND FINDINGS 30
4.1 Normality Test 30
4.2 Profile of Respondents 31
4.3 Finding by Questionnaires 32
4.3.1.1 Section A: Respondents Demographic Background 34
4.3.1.2 Section A: Respondents Demographic Background
by Gender 36
4.3.1.3 Section A: Question no. 7 40
4.3.2.1 Section B: Perception of customers towards e-book for the
respondents who never notice or not sure the
existence of e-book in Malaysia. 41
4.3.2.2 Section B by Age 45
4.3.2.3 Section B by Education 48
4.3.2.4 Section B Open-Ended Question 51
4.3.3.1 Section C: Perception of customers towards e-book for
the respondents who notice the existence of
e-book in Malaysia 52
4.3.3.2 Section C by Age 56
4.3.3.3 Section C by Education 59
4.3.3.4 Section C Open-Ended Question 62
4.4 Finding by Objective 64
4.4.1 Objectives 1 64
4.4.2 Objectives 2 64
4.4.3 Objectives 3 66
CHAPTER 5: DISCUSSION AND CONCLUSION 67
5.1 Discussion on Findings 67
5.2 Recommendation 68
BIBLIOGRAPHY 69
APPENDICES 72
vi
LIST OF TABLE PAGE
Table 4.1 Skewness and Kurtosis 30
Table 4.2 Respondents Demographic Background 34
Table 4.3 Gender – Age Crosstabulation 36
Table 4.4 Gender – Race Crosstabulation 36
Table 4.5 Gender – Marital Status Crosstabulation 37
Table 4.6 Gender – Education Crosstabulation 38
Table 4.7 Gender – Occupation Crosstabulation 39
Table 4.8 Respondents who are not/not sure aware the existence
of e-books in Malaysia compared by age and level of
education 41
Table 4.9 Section B 42
Table 4.10 Respondents who are aware the existence of e-books in
Malaysia compared by age and level of education 52
Table 4.11 Section C 53
Table 4.12 Question 7 64
vii
LIST OF FIGURES PAGE
Figure 4.1 Level of awareness of existence of e-books in Malaysia 40
Figure 4.2 Question 1 by Age 45
Figure 4.3 Question 2 by Age 45
Figure 4.4 Question 3 by Age 45
Figure 4.5 Question 4 by Age 45
Figure 4.6 Question 5 by Age 45
Figure 4.7 Question 6 by Age 45
Figure 4.8 Question 7 by Age 46
Figure 4.9 Question 8 by Age 46
Figure 4.10 Question 9 by Age 46
Figure 4.11 Question 10 by Age 46
Figure 4.12 Question 1 by Education 48
Figure 4.13 Question 2 by Education 48
Figure 4.14 Question 3 by Education 48
Figure 4.15 Question 4 by Education 48
Figure 4.16 Question 5 by Education 48
Figure 4.17 Question 6 by Education 48
Figure 4.18 Question 7 by Education 49
Figure 4.19 Question 8 by Education 49
Figure 4.20 Question 9 by Education 49
Figure 4.21 Question 10 by Education 49
Figure 4.22 Question 1 by Age 56
Figure 4.23 Question 2 by Age 56
viii
Figure 4.24 Question 3 by Age 56
Figure 4.25 Question 4 by Age 56
Figure 4.26 Question 5 by Age 56
Figure 4.27 Question 6 by Age 56
Figure 4.28 Question 7 by Age 57
Figure 4.29 Question 8 by Age 57
Figure 4.30 Question 9 by Age 57
Figure 4.31 Question 10 by Age 57
Figure 4.32 Question 11 by Age 57
Figure 4.33 Question 1 by Education 59
Figure 4.34 Question 2 by Education 59
Figure 4.35 Question 3 by Education 59
Figure 4.36 Question 4 by Education 59
Figure 4.37 Question 5 by Education 60
Figure 4.38 Question 6 by Education 60
Figure 4.39 Question 7 by Education 60
Figure 4.40 Question 8 by Education 60
Figure 4.41 Question 9 by Education 60
Figure 4.42 Question 10 by Education 60
Figure 4.43 Question 11 by Education 61
ix
DEFINITIONS OF TERMS
The following are the significant terms used in this research and the associated
meaning within the context of this study:
I. E-book.
For purposes of this study, this is an electronic software representation of
a printed book.
II. Perception of Customers.
It represents about what the customers (especially Malaysian customers)
think as a whole about the electronic book.
III. Malaysian Customers.
The target subject that been choose by the researcher. It represent only
person especially MPH customers who live in Malaysia.
IV. E-book reader device.
A dedicated, specialized device solely used for the purpose of reading of
e-book but some devices also included extra functions.
x
V. Hypermedia/Hypertext.
The combination of structural links within an electronic document that
enable the possible integration of graphics, audio, and video with the
text(Allison, 2003).
VI. Portable Document Format (PDF).
A document format developed by Adobe Systems intended for sharing
documents with text and graphic using any computer on any operating
system.
VII. Demand
It is the request of the customers on the purchase e-books. Demand of e-
books is the level participation of the Malaysian customers which is the
number of e-book purchased.
VIII. Awareness
The degree to which an end-user known the existence of an information
system or particular technology (Davis, 1989).
IX. Usage
The degree to which an end-user will use an information system or
particular technology (Davis, 1989).
xi
X. Usefulness.
The degree to which a person will use an information system or particular
technology to enhance their job performance (Davis, 1989).
xii
ABSTRACT
This project paper is prepared as a fulfilment of the Bachelor of Business
Administration (Hons) majoring in International Business. For this purpose, I
have selected a topic of “Perception of Customers towards E-book: From the
Perspective of Malaysian Customers.”
The objective of this study is to enable readers to learn about the perceptions
of Malaysian book buyers towards e-book and the role of MPH Bookstore in
attracting customers to buy e-book. This study focuses on their level of
identification towards e-book which base by age, personal income,occupation
and the nature of the e-book itself; and the extent of use of e-book in their
daily life.
The distribution of questionnaire is the best method in analyzing the
perception of customers towards e-book. By looking at those factors, MPH
Bookstores which is still new in providing e-book products can improve their
services and at the same time it will give some knowledge to the company
how to attract customers to buy e-book products.
1
CHAPTER 1: INTRODUCTION
1.0 Introduction to the Problem
Electronic book (e-book) technology is becoming important for information
delivery on the Internet. Various predictions were made at the turn of the
millennium about the marketplace for e-books. For instance, Yates (2001)
quotes the vice-president of Technology and Development for Microsoft, “by
2020, 90 per cent of everything you read will be delivered in an electronic
form”; and an Andersen Consulting study for the Association of American
Publishers in 2000 predicted that by 2005, 10 per cent of book sales would be
in electronic form (Streitfeld, 2001).
Detailed statistics on the e-book market are collected and analysed by the
Open eBook (OeB) Forum. The latest figures (based on data contributed by
some 24 of the world’s leading e-book publishers and retailers) for the first
quarter of 2004 indicate that a total of 421,955 e-books were sold which
represents a 46 per cent increase over the same period in 2003. A detailed
analysis of the future of the book in the digital world is provided by Lynch
(2001).
1.1 Background of Company
MPH start with a missionary may seem strange to us, but it sets the motion to
the train of events, that, eventually led to the establishment of MPH.
2
Begin in 1807, Robert Morrison was the first Protestant missionary sent by the
London Missionary Society to work in China. He translated the New
Testament and Old Testament into Chinese with the help of an eager young
missionary, William Milne. After being in Macau for two years, Milne chose to
set up a printing press in Malacca in 1815.
In 1890, Captain W.G. Shellabear arrived in Singapore to establish a printing
press known as the Amelia Bishop Press. The aim of the publishing venture
was the printing of Christian literature, and eventually, the setting and printing
of secular work was taken up.
Amelia Bishop Press moved to Raffles Place in 1893 and changed its name to
the American Mission Press. The Book Room was established to sell
publications of the Mission Press, school books and other supplies for the
Mission’s schools.
Shellabear is recognised as the founder of the Malaya Publishing House
whose far sightedness in bringing modern printing techniques to Singapore
contributed to the growth of the Southeast Asian publishing industry.
Methodist Christians know him as one of the founders and early leaders of
Methodism in Malaya, and as a translator of the Bible and many other
religious texts into Malay. Among old Malay classics reprinted by Shellabear
include Sejarah Melayu and Hikayat Abdullah.
In 1900, Rev. William T. Cherry arrived and helped turn the foundations built
by Shellabear into a multi-faceted organisation - printing, publishing,
bookselling, and book distribution. The American Mission Press changed
name to the Methodist Publishing House in 1906, from which the acronym
MPH was derived. It was in 1908 that the Methodist Publishing House moved
3
into its new building at the corner of Stamford Road and Armenian Street. The
company became a public stock company in 1927 with an experienced Board
of Directors and the Publishing House was officially incorporated as Malaya
Publishing House Limited.
In 1928, Frank Cooper Sands became the Managing Director of the new
Malaya Publishing House. The company was carrying on its business as
‘proprietors and publishers of and dealers in newspapers, journals,
magazines, books and other literary works and undertakings.’ Frank Sands
reopened the publishing house in 1945 after the Japanese occupation, which
left most of the printing equipment removed or destroyed, and the building on
Stamford Road badly deteriorated.
In 1963 the Malaya Publishing House changed its name to Malaysia
Publishing House and began operating as a wholesale book department. The
retail side, under the name of Malaysian Books Limited, had new bookstores
opening at Selangor Mansion in Kuala Lumpur, Beach Street in Penang and
at Jalan Laksamana in Malacca. At Stamford Road, the ground floor was
turned to general bookselling.
1966 saw the Malaysia Publishing House failing financially. The company was
bought over and set up under a consortium headed by Masagung, a sixth-
generation Chinese Indonesian. Under the new management, there were 4
subsidiaries: MPH Books, MPH Printers, MPH Publications & Lian Tak MPH
(producing exercise books & paper products). Despite its problems in the
1960s, the company continued to publish a range of old and new titles.
In 1972, Jack Chia Holdings (Hong Kong) bought over MPH. As Jack Chia-
MPH Limited, its various subsidiaries were divided into the Books and
4
Publications Division, the Consumer Products Division, the Timber Division,
the Hotel Division and the Services Division. The Books and Publications
Division took on new activities like publication of magazines.
The company was publicly listed and bought over in 1999 by Singaporean
entrepreneur Simon Cheong and changed its name to MPH Ltd in March
2000.
In 2002, the MPH brand with its book retail and book distribution arm, MPH
Bookstores and MPH Distributors respectively, was bought over by a
Malaysian company, Jalinan Inspirasi Sdn Bhd. It is part of a large Malaysian
conglomerate owned by Malaysian businessman Tan Sri Syed Mokhtar
Albukhary. For the first time, MPH becomes a wholly Malaysian-owned
company.
Recently, the MPH Group restarted its printing and publishing arm; MPH
Group Printing and MPH Group Publishing respectively. Jalinan Inspirasi is
now known as the MPH Group, which owns MPH Bookstores (Malaysia and
Singapore), MPH Distributors (Malaysia and Singapore), MPH Group Printing
and MPH Group Publishing.
For MPH Bookstores Malaysia, the e-commerce unit has been in operation
since year 2000. With an extensive collection of book titles across various
topics and categories supported with easy-to-search function for online
browsing, and bundled with next business day arrival for local delivery as well
as international address doorstep delivery service, it has served customers
from different parts of the world since then.
In late 2006, with new talents and resources, its operation team is re-
organized as an independent business unit and the web store is re-branded
5
with a new identity as MPHOnline.com. It is part of MPH Bookstores’
commitment to embark on greater challenges by offering wider selection of
titles in order to meet the growing demand and expectations from the market
and particularly the Internet community. This new opportunity provides MPH a
new kind of product which is e-book hardware devices name Hanlin E-
Reader. Soon, MPHOnline.com will provide a product which is sell e-book in
the websites which shows a great improvement to the local book industry.
Now, MPH Online.com will strive for excellent customer support and service
throughout every customer dealings and our friendly and courteous customer
service team is ever ready to provide top-notch support and service to all
customers. Many positive feedbacks from customers testified that MPH
Online.com appreciates and values customers support at all time.
1.2 Background of Study
1.2.1 Definitions of E-Book
The initial idea of an e-book was defined by Bush (1945) with the
conceptualization of a hypertext engine he called the Memex. Bush found out
this device as a mechanized library where the individual could store all their
books, record and communications to be later retrieved with speed and
flexibility. He further envisioned a screen on which the content could be
projected for reading (Bush). Another early idea was proposed by Alan Kay in
1968. Alan Kay proposed the idea of the Dynabook as a device that very
much fits the description of current personal laptop computers found in
today’s environment. Alan Kay’s concept of the Dynabook was defined as a
6
device that will provide connections to online libraries and enable the
searching and reading of books using a personal computer.
Other definition by Rao (2001), which defined e-book as text in digital form; a
book converted into digital form; digital reading material; a book in a computer
file format; an electronic file of words and images to be displayed on computer
screen, or read on a computer over a network, or viewed on a
desktop/notebook/dedicated portable device, or read on all types of
computers, or formatted for display on e-book readers.
The word e-book is often used as a general category descriptor covering the
following:
I. Content or title that refers to intellectual property component (example:
Riding the Bullet, an e-book produced by the fiction writer Stephen King);
II. Data files that makes up the content of the book (using formats such
as.pdf from Adobe,.lit from Microsoft,.pdb from PalmOne);
III. Reader software that displays the e-book file on a PC or reading device
and provides navigation controls, annotation features and other display
functions (e.g. Adobe Reader, Microsoft Reader, Palm Reader); and
IV. e-book hardware, or reader, which could be a Personal Digital Assistant
(PDA), a PC, or a portable reading device (such as Franklin eBookman,
Hiebook, Casio series, Hanlin E-Reader and Amazon Kindle).
7
1.2.2 E-Book in Malaysia
Within the last several years, e-book has arrived in Malaysian market,
providing an improved way to read not only the selected titles, but also to read
thousands of commercially produced copyrighted titles in digital format.
However, e-book is still new in Malaysia, and cannot be denied that there
were still many Malaysians who are not aware of the existence of e-book in
Malaysia. At the same time there are still who does not own personal
computers that eventually prevent the development of ICT knowledge.
Other than that, among the e-book available in the market are something
about multi-level marketing which the e-books sell in auction and private
websites. That’s a quite little in number that shows sales of e-books that for
others interest such as fiction, children book, etc. Thus also, create a slow
improvement for e-book market in Malaysia because lack of choices among
all the e-books that been sold.
Now, when e-book arrived in Malaysia, it provides new competition to paper
books that seem will bring huge wave to the book industries. For instance,
MPH Bookstore now has the Hanlin E-Reader which is similar with Kindle
Amazon. Also, e-book products which have been selling in auction websites
such as Lelong.com.my bring a new opportunity to the booksellers. Sadly,
there are still lot of book buyers in Malaysia did not know the existence of e-
book and e-book devices in Malaysia. So, do all e-book products have good
prospect market in Malaysia?
8
1.3 Problem Statement
The problem being addressed in this study is the lack of empirical knowledge
of MPH Bookstore related to the e-book formats that prevent the development
of fact based strategies to implement methods for more cost effective and
efficient delivery and sales of e-books to Malaysian customers. Various
bookstores and e-book publishers are likewise lacking sufficient information to
make informed decisions regarding the preferred format of e-books by
Malaysian customers.
Although literature describes a number of studies and research efforts such
as those conducted by Abram (2004), Agee (2003), Barlow and Wetherill
(2005), Bell et al. (2002), and Mercieca (2003) related to e-books; little
research has been found with Malaysian customers who have had experience
using e-book formats. Which mean that no picture of e-books current status
and future potential can be considered complete without including the end
user perspective.
User experiences with the Internet have created an expectation of
instantaneous access to information, both whenever and wherever needed.
Given these high expectations for digital information resources, libraries,
publishers, and other organizations have sought to better understand how end
users perceive and interact with e-books.
While MPH Bookstore which is still new in the e-book industry and will soon
will begin selling e-book format to the market in the country, required a
support form empirical study about whether Malaysian customers will accept
or not these kinds of products. Thus, at the end, this study will help MPH
Bookstore regarding about the best way to promote the e-books to the
9
Malaysian market. Through this study, an essential question or problem
statement to be address is:
“What are the perceptions of Malaysian customers towards e-book“
1.4 Purpose of the Study
The purpose of this correlation study is to explore the Malaysian customer’s
awareness of electronic books in terms of existence, usage, and satisfaction.
The results from this study will provide MPH Bookstore and e-book publishers
with current data to gain the insight necessary to support the development of
strategies for more effective and efficient delivery of e-books to their
customers.
This exploratory correlation study will utilize a survey instrument to measure
the awareness, usage, satisfaction, and acceptance of e-books by Malaysian
customers who already or not, experience with e-books. The survey will
enable a correlation analysis of the data gathered from the customers. The
correlation analysis of the survey response data will be conducted to analyze
the relationships in the data with the purpose to answer the research
questions associated with this study
10
1.5 Research Objective
I. To investigate the level of awareness of Malaysian customers towards
existence of e-books in Malaysia
II. To identify the main factors that lead to demand of e-books for
Malaysia customers who aware of the existence of the e-books.
III. To help MPH Bookstore by contributing ideas in efforts to promote E-
Book to their customers.
1.6 Research Question
I. What are the relationship between age and awareness of existence of
e-book?
II. Does level of education of a person affecting the demand towards e-
book?
III. Does occupation of a person affecting the demand towards e-book?
IV. Does the nature of the e-book itself affecting the demand towards e-
book?
V. Is there any recommendation for the e-book publisher in order for them
to promote e-book and create awareness about existence about e-
book among Malaysian customers?
11
1.7 Theoretical Framework
The dependent variable (DV) is the E-Book Demand, which is the primary
interest variable is to be explained by four independent variables (IV) of (1)
Age, (2) Occupation, (3) Level of Education and (4) E-book’s nature.
1.8 Significant Of Study
By reaching all the research objectives and answer the research questions,
hopefully that would be beneficial and help the MPH Bookstore and MPH
Online, and also business partners in increasing the demand for all e-book
products including the e-book reading devices. It is believed that the findings
of this research can provide a practical contribution for a future higher
acceptance towards the e-books for MPH. It also provides a starting point for
a much grand model to relate the demand for e-books in Malaysia.
Factors Affecting E-Book Demand
Independent Variable (IV) Dependent Variable (DV)
Age
Occupation
Level of Education
E-Book’s Nature
E-Book Demand
12
The result of this research will help MPH Bookstore and MPH Online in
creating awareness of existence and also promoting e-books to Malaysian
customers that corresponds to the new markets which can bring huge
opportunity to the book industries. It also can be use by the companies to give
some knowledge or info to their customers about the e-books and the devices
which are safe, not costly and environmentally friendly.
1.9 Scopes of Study
This research was descriptive in nature and its limitations should be noted.
The sample size should be considered adequate only for exploratory analysis
and a larger sample is needed to validate the study.
The study is focusing on perception of e-book focusing on Malaysian
customers. The focus group of this study is on the group of customers from
different age, occupation and also income which is lives in the district of
Bandar Utama Damansara, Petaling Jaya. All that criteria will be survey to
provide a more holistic picture of demand and awareness towards e-book
products at MPH Bookstore. The survey area is conducted at parents in
district Damansara Utama whose most of them are came from different
background such as self employed, government servant and also working in
the private sector. Repetitive study within the same industry should be
conduct to examine the stability of findings among Malaysian customers
toward e-book.
13
1.10 Limitation of Study
I. Cost of limitations
The research is self-funded thus; the researcher faces the cost of
limitations, which include the costs of printing, photocopying, data
services and transportation costs for getting the data needed.
II. Time Constraint
The time constraint also limits the researcher to go in depth study on e-
books. It is because the time given to complete the survey was only for
four months.
III. Lack of co-operation
The co-operation among the respondents can be a barrier when
conducting the survey. Because of the survey is will be focusing on
MPH’s customers which busy shopping. It is quite hard for researcher
to get them answer the survey questions, because they may not
answer the questions truthfully and don’t take it seriously which is
important for the researcher to gain an information.
IV. Research areas
The scope of perception areas were being limited session because,
this research was only focused on MPH Megastore 1Utama.
14
CHAPTER 2: LITERATURE REVIEW
2.0 E-Book Literature Review
The literature review for e-books focused on numerous studies and articles
that examined the increasing usage and acceptance of e-books in a number
of settings which are based on age, income, occupation and the e-book’s
nature. Following the history of e-book, the literature reviewed describes the
findings in these settings in which a variety of perspectives related to e-books
were examined.
2.1 History of E-Book
The phrase “electronic book” is believed to have been coined by Andries Van
Dam in 1980 and the first widely available e-book was Random House’s
Electronic Thesaurus (the world's largest trade-book publisher, and is owned
by Bertelsmann AG, one of the world's foremost media companies) in 1981.
Franklin Electronic Publishers introduced a handheld electronic dictionary,
capable of displaying one line at a time in 1986, followed by an electronic
Bible in 1991, with a four-line screen and keyboard. During 1990, the so-
called “first generation” devices came into existence. Sony’s Data Discman or
Electronic Book Player played both audio compact discs and books on CD-
ROM and this was superseded by Franklin’s Bookman. The small screen and
lack of an appropriate content distribution channel made the success of these
limited. Later, Franklin launched the eBookMan with a larger screen and
15
enabled titles to be downloaded from the Internet. Microsoft introduced the
ClearType technology in its Reader software for better text reading with
equivalent quality to printed text. During 1998, second generation devices
arrived as PalmPilots. These devices could store multiple titles in a small
space, and retain the advantages of the print medium, mimicking aspects of
book metaphor, a high-resolution screen and turning of pages using buttons.
As of 2009, new marketing models for e-books were being developed and
dedicated reading hardware was produced. E-books (as opposed to eBook
readers) have yet to achieve global distribution. Only three e-book readers
dominate the market, Amazon's Kindle model, Mamanaor Sony's PRS-500
and Bookeen with Cybook Gen3 and Cybook Opus.However, not all authors
have endorsed the concept of electronic publishing. J.K Rowling, author of
the Harry Potter series, has stated that there will be no e-versions of her
books.
2.2 E-Book Usages
Barker (1999) identified different types of e-book depending upon the types of
nature that they exhibit:
I. Textbooks (containing linear text with an embedded search engine or
browse facility);
II. Picture books (containing static pictures);
III. Talking books (using audio narrations and sound effects and which can
be very useful for users with visual impairments);
16
IV. Moving picture books (containing embedded motion pictures);
V. Multimedia books (combining text, sound and pictures);
VI. Polymedia books (using several different media types such as CD-ROM
and nonelectronic (paper));
VII. Intelligent e-books (books that are able to dynamically adapt their own
behaviour in order to optimize and improve the quality of end-user
interaction); and
VIII. Telemedia books (making use of telecommunications for sending
messages and/or dynamically updating their own content)
Broadly speaking, e-books can be grouped into four implementations based
on the location of content:
I. Downloadable e-books: the contents of a book are available on a Web
site for downloading to a user’s PC and no special reading device is
needed.
II. Dedicated e-book readers: the book’s contents are downloaded to a
dedicated hardware device that has a high-quality screen and special
capabilities for book reading.
III. Web-accessible e-books: The e-book content remains on the provider
are Web site and may be accessed for a fee. Readers may purchase
books to receive indefinite access or have books loaned to them for a
finite period.
IV. Print-on-demand books: the contents of a book are stored in a system
connected to a high-speed, high-quality printer, from that printed and
17
bound copies are produced on demand (Crawford, 2000; Hawkins,
2000).
Thus, the usage of e-book is mostly depends on the nature and location of e-
book itself. Siriginidi (2004) explain that lack of internet facilities in certain
rural areas will bring disadvantages to the e-book products because internet
can be said as an important role for e-book to be fully utilized.
While Agee (2003) examined a number of positive aspects of technology as
applied to electronic textbooks. One of the aspects of his study concluded that
younger people who are comfortable with technology are more likely to be
receptive of e books than are older citizens who would be required to change
their reading habits.
The premise of an article by Springer (2008) was that the e-book does not
suffer from obscurity. Accessed either through the library (at academic
institutions) or via sources like Google Scholar or Google Book Search, the e-
book, with its unique advantages over printed literature, has definitely found
its place among our literature collections. E-books also have begun to make
strong progress into the areas of research and work. When individuals use e-
books, they are usually engaged in "horizontal information seeking" and
"power browsing" in other words, they skim quickly through the reading
material and bounce from source to source.
EBooks are particularly effective when doing research because they are
"convenient, easily accessible" and they offer "enhanced functions" when
compared with traditional printed literature. Based on he’s (Springer 2008)
surveyed which studied end users perspective towards e-books in America,
18
73% from the respondents shows that they aware they ever used e-books.
Also, 84% from the respondents aware that they, through library, already have
access to a large number of e-books. While, 78% from respondent used e-
books for academic research and only 10% from the respondents use e-
books for leisure reading.
Although there are numerous articles and works of research that illustrated
the potentially positive outlook for the growing usage and acceptance of e-
books, there have been a number of studies that identified remaining
deficiencies with e-books and instances of resistance to the widespread use
of e-books. Despite significant advances in e-book devices and the software
capabilities to allow readers to access electronic materials, the paper-based
publishing industry is concerned about piracy of their digital content.
Furthermore, the technical advances and acceptance of e-books by the
reading public, the digital rights management restrictions established by
publishers have adversely affected the availability of electronic content to
consumers (Burk, 2001).
While, Cavanaugh (2002) explored the capabilities available with e-books that
can meet the accommodation requirements for handicapped readers. There
are available technologies in the form of variable print size, text-to-speech,
and interactions that support a variety of student learning needs and can be a
significant advantage over printed text. Overall, Cavanaugh asserted that the
emerging e-book technologies are valuable tools for learner of various
abilities, languages, and needs. The e-book software and tools available on
all forms of computers can assist teachers to meet the needs of student. The
advanced technological features found in today’s e-books are found to
19
support the intellectual demands required by gifted readers. The features
found in e-books are attractive and also include options and accommodations
to promote reading by children. The findings of Weber and Cavanaugh (2006)
indicated that gifted readers are more often demanding of more robust and
challenging materials beyond what a printed text can offer, thus
demonstrating a preference for the usage of e-books.
2.2.1 E-Book Reader Device Usage
A study by Burke (2001) which examined that hand-held devices categorizes
into two types which is dedicated, single-purpose eBook devices; or devices
that do more than for reading a text. Only two dedicated devices are available
in USA, which both owned by Gemstar International Group and manufactured
and distributed by Thomson Consumer Electronics using brand such as REB
1100.
A 2006 article examined the latest advances in technology available to
support the publication of electronic documents. The most used devices today
include keyless PCs such as the tablet PC, Web pads and Internet
appliances, slate readers and PDAs or Pocket PCs. Although these devices
have their advantages; there are also a number of disadvantages for each. In
conclusion, the article argued electronic devices are not likely to completely
replace paper; however, within the next 5 to 10 years, there is likely to be a
shift wherein there may be more documents published electronically than in
printed form (“New Chapter Opens for eBook Revolution,” 2006).
20
While the University of Minnesota, Duluth studied the implementation and
effects of handheld computers (iPAQ Pocket PC) to support the reading of e-
books. This ongoing project examined a number of challenges related to the
presentation of electronic materials on a handheld platform. The size of the
Pocket PC screen limited the ease of use for reading as well as making the
usage more challenging than the use of a full sized computer screen or even
using hardcopy printed materials. This study continues to examine various
aspect of the handheld computer environment for reading electronic materials
including applicability to university library holdings and the use of a wireless
network to enhance access capabilities (Deneen & Allert, 2003).
Technology advancements have enabled the presentation of electronic books
on devices that are handheld and portable. The current state of hardware
devices for supporting e-books have not been favorably accepted by students
who have expressed needs for greater functionality and improved battery life
(“Technology of E-books,” 2002; Young, 2006). Although the current state of
hardware devices is disappointing, there were some promising aspects with
regard to portability, clarity of text and device size that indicated there are
likely to be improvements in the future that could make the hard devices more
useful and acceptable (Simon, 2001).
2.3 E-Book Marketplaces and E-Book Publishers
Cowen (2009) do a survey that which research the usage of e-book based on
age the result shows that over half of reporting Amazon Kindle (An e-book
device) owners are 50 or older, and 70 percent are 40 or older. This results
21
show that old people love to use Kindle as an alternative to read books
(http://www.marginalrevolution.com/marginalrevolution/2009/04/old-people-
love-kindle.html). The comments themselves are as illuminating as the
numbers. So many users said they like Kindle because they suffer from some
form of arthritis that multiple posters indicate that they do or do not have
arthritis as a matter of course. A variety of other impairments, from weakening
eyes and carpal-tunnel-like syndromes to more exotic disabilities dominate
the purchase rationales of these posters. Which in turn explains Amazon’s
pseudo-statistical case that e-book purchases are incremental/additive, rather
than cannibalistic of their print sales? Countless people report being able to
read much more with Kindle because it overcomes physical obstacles or
limitations that had made reading difficult for them previously.
Although the e-book supply has grown markedly during the last two decades,
with an average annual rate of growth of around 20 per cent, e-books as yet
constitute only a small portion of the total book marketplace (Just, 2007).
While Nelson (2008, p. 44) has noted that “e-book sales lag far behind
projections and constitute only a small percentage of the book market”, Hook
(2001) has reported that “e-books may still be only a small part of the total
publishing market, but e-book sales are growing, and many expect big things
for the format in the near future”.
Accurate industry sales figures for e-books are elusive. For instance, there is
no established tracking of e-book sales in Europe due to the low level of their
sales (EC, 2005). In the USA, the International Digital Publishing Forum
(IDPF, formerly Open E-book Forum) collects quarterly US trade retail e-book
sales in conjunction with the Association of American Publishers (AAP).
22
According to their first statistics generated in 2002, the sales for e-books were
about US$6 million; for 2006, the sales exceeded US$20 million; and for
2007, sales increased to US$31.7 million – a 23.6 per cent growth over 2006
(IDPF, 2008). Nevertheless, the 2007 study has its limitations – it provides
only partial data, submitted from approximately 12 to 15 trade publishers, and
represents only US revenues and trade e-book sales via wholesale channels.
Consequently, the statistics underestimate the real size of the US trade e-
book market. The statistics do show a general increase but the volume is still
low, taking into account that the total publishers’ net revenues in 2007
reached US$37.26 billion (BISG, 2007).
Looking at other international statistics, growth in e-book sales appears higher
in Asian countries. According to a market report released by China Book
Business Report and www.du8.com (an online reading web site), Chinese
market capacity is estimated to be US$28.6 million for e-books this year. The
report also revealed that China had about 660,000 e-books in 2007, with a
24.5 per cent and a 14 per cent rise over the previous years respectively
(Xinhua News Agency, 2008). E-book readers also increased in 2007, hitting
59 million, a 37 per cent rise over the previous year (Xinhua News Agency,
2008). Further, the Japanese e-book market doubled in 2004 to record
US$40.9 million (Suzuki, 2006), while sales of mobile-phone novels reached
US$82million in 2007 (The Economist, 2007). In South Korea e-book sales
reached US$144 million in 2006 from US$59 million in 2005 (Asia News,
2007).
Sriginidi (2004) wrote in his article that there are many freely available e-
books, mostly public domain literature, on the Internet. Project Gutenberg
23
(www.promo.net/pg) has been collecting thousands of out-of-copyright titles
since 1971 and offering them to the public free. A new trend is emerging
whereby electronic publishers such as iUniverse (www.iuniverse.com) and
AuthorHouse (www.authorhouse.com) (formerly 1stBooks) have successfully
produced and sold newelectronic titles. Many Web sites, such as that of The
Internet Public Library from the University of Michigan in the USA contain links
to collections of e-books (www.ipl.org/div/subject/browse/hum60.60.00) and
some, such as the University of Virginia’s E-Book Library
(http://etext.lib.virginia. edu/ebooks/ebooklist.html) and the Oxford Text
Archive (http://ota.ahds.ac.uk), have e-books that can be downloaded; the
Oxford Text Archive has some 2,500 titles in 25 languages. E-book providers
such as netLibrary (www.netlibrary.com/) provide a number of free e-books as
well as e-books of copyrighted titles to which libraries can subscribe. There
are now a number of bookstores and publishers providing access to e-books;
examples include Amazon, and Barnes and Noble.
While O’Leary (2003) provided several forecasts related to the growth of the e
book market. His findings indicated e-books are growing in acceptance in
texts, manuals, reference books and professional books. His article further
concluded that although the e-book market has been overestimated for sales
to individuals, the market has grown to institutional customers such as
libraries. O’Leary asserted the acceptance of e-books will follow the trends
previously set by journals, magazines, and newspapers. The retail market for
e-books appears to be the area where the lowest potential for growth exists.
Although the e-books have the capabilities for inclusion of audio and video,
these features appear to have little interest for recreational readers. The most
24
viable area for commercial advancement of e-books other than educational
textbook publishing was in the area of journals, magazines, and newspapers
(International Digital Publishing Forum, 2006; O’Leary, 2003).
E-book market also is continuously expanding, as Vassiliou (2008) wrote in
his article which said that in the beginning of the twenty-first century, e-book
publishing both internationally and in the UK has made an unprecedented
progress. On the other hand, e-book sales are still behind projections and
represent only a small percentage of the book market (Nelson, 2008, p. 44).
At international level, American e-book sales in 2007, by 15 trade publishers,
reached $31.7 million (or 23.6 percent higher than) in 2006 (IDPF, 2008). In
Japan, sales of e-book novels over cell phones grew to US$82 million in 2006
(from US$0 in 2001) (The Economist, 2007), whilst in Korea e-book sales
reached US$144 million in 2006, double the 2005 numbers (IDPF, 2008).
25
CHAPTER 3: RESEARCH METHODOLOGY
3.0 Sampling Design
This study engages in a descriptive and quantitative approach. The major
objective of descriptive research is to describe the characteristics of the
subject matter in nature. Descriptive research is conducted for several
reasons, first to describe the characteristics of relevant groups such as the
customers, second to assess the perception of customers towards e-books
and lastly to determine what factors that can help to attract more customers to
buy e-books
A quantitative approach was considered in this study, where questionnaire
was used as an instrument to further tap on the awareness and factors to
attract customers on buying e-books. The research started by defining the
population of study. From there 120 respondents were selected as a sample
size base on rule thumb. On actual survey, a personal administered technique
was used to gather the information needed. Upon completing the data
collection, the data was analyzed using SPSS software. A descriptive and
inferential analysis was carried out to look at the influence on the satisfaction
3.1 Population and Sampling
The main population in this study refers to the MPH Bookstore customers
which focused on MPH Megastore at One Utama. The sample was randomly
selected based on the criteria set in quota sampling. According to Sekaran
26
(2003), quota sampling ensures the certain groups are adequately
represented in the study through the assignment of a quota. Generally, the
quota fixed for each subgroup is based on the total numbers of each group in
the population. In determining the sample size, the rule of thumb where a total
of 120 respondents were selected as a sample in this study. Therefore
according to Roscoe (1975) sample sizes larger than 30 and less than 500
are appropriate for most research.
The rationale for these particular sample sizes was to divide customers into
three categories: (1) children who below 17 years, (2) universities students
aged between 18 – 25, and (3) adult which aged above 25 years. 40
questionnaires we allocated for each category. Distribution according to age is
appropriate where it can be used to answer research questions. While it is
expected only 80% of the sample size answers the questionnaires properly
because of the survey will be focusing on the walk-in MPH’s customers.
In the end, only 102 respondents were able to be collected. This is due to time
constraints that occurred to the researcher. From the total 102 respondents,
26 respondents are among below 17 years, 40 respondents among 18-25
years, and 46 respondents are among aged above 25 years.
3.2 Data Collection
Data can be collected in a variety ways, it different settings and from different
sources. As data collection methods are an integral part of research, we have
collected two types of data, which are primary data and secondary data for
the purpose of analysis and testing of the research question. The manner in
27
which data are collected could make a big difference to the effectiveness of
the research project.
3.2.1 Primary Data
Primary data refer to information that obtained firsthand by the researcher on
the variables of interest for the specific purpose of study (Uma Sekaran,
2003). On this study, the data was collected from the immediate user(s)
during the survey through personal administered questionnaire survey.
3.2.1.1 Questionnaires
A questionnaire is a constructed set of questions created by the researcher in
gathering data from respondents. Questionnaires will be distributed to 120
respondents divided by three (3) categories which are children, universities
students and adult. Research will be done in Pusat Bandar Damansara and
Klang Valley area only. The respondents are among the customers of MPH
Bookstores who walk in to the shop.
The rating scales that been used in this study is:
I. Multiple choice questions
Multiple choice questions provide several choices of answer where
respondents will be asked to tick the answer accordingly.
28
II. Likert scale questions
The Likert scale is designed to examine how strongly agree or disagree
with the statement made available in the questionnaires on a 5 – point
scale as like shown below: 1 – Strongly disagree 2 – Disagree 3 –
Neither agrees nor moderate. 4 – Agree 5 – Strongly Agree
III. Open ended questionnaires
Closed ended question would ask the respondents to make choices
among a set of alternative given by the researcher.
3.2.2 Secondary Data
Secondary data refer to information gather by someone else other than the
researcher conducting the current study which means the data that are
gathered and recorded by someone else prior to the current needs of the
researcher. The source of secondary data is varieties, less expensive, quick
and some are easily to search and surf.
3.2.2.1 Journals and Articles
Previous journals and articles that had been done and published is one of the
most important information that can be list as literature review. Those data is
very useful as an evidence to support ideas, theories and finding in the study.
There are many sources of journal and article such as from the Springer
Report that can be easily found in library.
29
3.2.2.2 Internet
Through internet which can be surf anywhere and at anytime can help the
researcher to gather information’s much easier. It was the most economical
sources and quick way to gather information from government body, private
organization, and institutions from the entire world.
3.3 Data Analysis
For this research, Statistical Package for Social Science (SPSS) tool for
windows will be use as the main analyzing tools. Among the test that was
carried out is the descriptive analysis, which is consists of Frequency
Analysis, and Descriptive analysis and Correlation Analysis for hypothesis
testing. By using frequency, the research will explain the phenomenon under
study by looking at measures of variability and measures of control tendency.
This research actually focuses on the relationship between the independent
variables and dependent variables whether there is positive relationship or
not. By doing this, the research would be able to conclude whether to accept
or reject the null hypothesis.
30
CHAPTER 4: DATA ANALYSIS AND FINDINGS
4.1 Normality Test
It is important to assess the normality of the data before any analysis is done.
The assumption of normality is a prerequisite for many inferential statistical
techniques. There are number of statistics are available to test normality and
as in this study the Skewness and Kurtosis to assess the normality for the
variables have been used. All the variables are within the limit of acceptable
value is less than -2 and +2, which indicates that the normality of the data.
Table 4.1: Skewness and Kurtosis
Variables Skewness Kurtosis
PART B
I love read books. -0.800 0.203
I have heard the term E-book before. -0.369 -0.290
I think I know what e-book really is. -0.480 0.075
I have try used e-book at least once before. -0.118 0.542
E-book is only for the computer savvy person. -0.150 -0.344
I will try to use and test it, If I will be exposed to
e-book more often. -0.363 -0.441
I think I will face health problems especially for
my eye if I read book on a computer. -0.311 -0.312
There is no humanity reading book on a
computer. -0.438 2.460
31
I am more comfortable read paper-base book
rather than computer-base book. -0.232 -0.726
Overall, traditional paper book is much better
than e-book. -0.140 0.150
PART C
I have used e-book before. -1.605 2.358
I used e-book frequently. -0.134 -1.336
The most frequent way I used e-book is via
Online-web Read. -0.214 -1.689
The most frequent way I used e-book is via
PC/Device-based Read. -.0504 -1.092
I tried downloading e-book from the internet
before. -0.868 -0.760
I have purchase e-book at least once in my life. 1.819 1.839
E-book is easy to use. -0.648 -0.477
I often read e-books for pleasure reading. -0.132 -1.477
E-book helps me a lot in finishing my work. -0.531 -1.127
Personally, the use of e-book is truly matched
with my taste. -0.190 -0.475
Overall, e-book is much better than traditional
paper book. 0.81 -0.37
4.2 Profile of the Respondents
Respondents of this study comprise walk in customers that visited MPH
Bookstore in OneUtama Shopping Centre. Demographic variables consist of
gender, age, race, highest education, and occupation. This study involved 120
32
respondents of customers. 120 sets or questionnaire’s paper are distributed
but only 102 are returned. From 102 respondents, 55 are female and 47 are
male.
4.3 Finding By Questionnaires
This section will discuss on the findings of this study by referring to the
questionnaires that has been distributed to the respondents, there are 3 main
sections of the questionnaires which are Section A: Demographic
Background, Section B: Perception of customers towards e-book for the
person who never notice or not sure the existence of e-book in Malaysia, and
Section C: Perception of customers towards e-book for the person who
noticed the existence of e-book in Malaysia. Question 1 to 6 in Section A is
developed to analyses the demographic background of the respondent, by
analyzing gender, level of age, race, marital status, highest education, and
occupation. While question 7 is to examine the number of respondent who
notice the existence of e-book in Malaysia. If the respondents answering
No/Not Sure, it means that the respondents might not aware the existence of
e-book in Malaysia, while for the respondents who answering Yes, it shows
that the respondents do aware the existence of e-book in Malaysia.
In Section B, question 1 until 10 is developed to measure the level of
awareness and perception of MPH customers towards e-book for the
respondent who not or not sure the existence of e-book in Malaysia. This is
done by creating some positive statement in the questions. While the last
question in Section B is a subjective question which is to know the best way to
33
attract customers to try and use e-book more often. To get the measurement,
researcher have create only five type of measurement, by creating five
different views on the variables, with assumption of 1 for strongly disagree, 2
for disagree, 3 for neither agree or disagree, 4 for agree and 5 for strongly
disagree.
In Section C, question 1 until 11 is to measure the level of awareness and
perception of MPH customers towards e-book for the respondent who notice
the existence of e-book in Malaysia. This is also done by creating positive
statement in the questions. In this questions five type of measurements are
used with assumption of mean 0.1 until 1.0 for strongly disagree, 1.1 until 2.0
for disagree, 2.1 until 3.0 for neither agree or disagree, 3.1 until 4.0 for agree
and 4.1 until 5.0 for strongly disagree. On the other hand, the last question in
Section C is an open handed question which is developed to let respondents
express their views on e-book weaknesses that prevent them to use or buy e-
book.
34
4.3.1.1 Section A: Respondents Demographic Background Table 4.2: Respondents Demographic Background
No Profiles Frequencies Percentage (%)
1
Gender
Male Female
47 55
46.1 53.9
2
Age
Below 17 18-25 Years
Above 25 Years
26 40 36
25.5 39.2 35.3
3
Race
Malay Chinese Indian Others
38 45 18 1
37.3 44.1 17.6 1.0
4
Marital Status
Single Divorced Married Others
68 2 32 0
66.7 2.0
31.4 0
5
Education
SPM Diploma/STPM or
Equivalent Degree Master PHD
Others
28 23 18 12 7 14
27.5 22.5 17.6 11.8 6.9
13.7
6
Occupation
Government Sector Private Sector
Student Others
7 34 48 13
6.9 33.3 47.1 12.7
35
Referring to the Table 4.3, it is found that 47 respondent (46.1%) is male,
while 55 respondent (53.9%) is female. This shows that the number of female
customers is substantially higher than the male customers who visited MPH
Megastore in One Utama.
It is found that only 26 respondent aged below 17 (25.5%), respondents aged
18-25 is 40(39.2%), respondents aged above 25 is 36 (35.3%). It
demonstrates that respondent aged between 21-25 represent large majorities
of overall respondents.
Chinese has represented the large majority in the race population with 44.1%
(45 respondents), followed by Malay 37.3% (38 respondents), Indian 17.6%
(18 respondents) and others which is 1.0% (one respondent). It shows that
the MPH Bookstore’s customers are dominated by Chinese races.
For marital status, it is found that 68 respondent (66.7%) is single, 2
respondent is divorced (2.0%), 32 respondent is married (31.4%)
The respondents came from various level of education background. Among
the respondent, 27% (28 respondents) are SPM, 22.5% (23 respondents) are
among diploma/STPM or equivalent, 17.6 %( 18 respondents) are degree,
11.8% (12 respondents) are Master, 6.9% (7 respondents) are PHD, and
13.7% (14 respondents) are others.
There are 7 respondents (6.9 %) that have been working in the government
sector and 34 respondents (33.3 %) working in private sector. While 48
respondents are students (47.1 %) and 13 respondents (12.7 %) are among
others. This shows that majority of respondents is among students, while
those in the minority are among respondent who working in government
sector.
36
4.3.1.2 Section A: Respondents Demographic Background by Gender
Table 4.3: Gender - Age Crosstabulation Age
Total Below 17 18-25 Years Above 25 Years
Gender Male Count 13 18 16 47
% within Gender 27.7% 38.3% 34.0% 100.0%
% within Age 50.0% 45.0% 44.4% 46.1%
% of Total 12.7% 17.6% 15.7% 46.1%
Female Count 13 22 20 55
% within Gender 23.6% 40.0% 36.4% 100.0%
% within Age 50.0% 55.0% 55.6% 53.9%
% of Total 12.7% 21.6% 19.6% 53.9%
Total Count 26 40 36 102
% within Gender 25.5% 39.2% 35.3% 100.0%
% within Age 100.0% 100.0% 100.0% 100.0%
% of Total 25.5% 39.2% 35.3% 100.0%
Table 4.3 above shows that majority of respondents were among female
which 55 respondents (53.9%) thus shows male only 47 respondents (46.1%).
Majority of respondents among male was age between 18-25 years (38.3%),
same as for female which age between 18-25 years (40.0%)
Table 4.4: Gender - Race Crosstabulation Race
Total Malay Chinese India Others
Gender Male Count 18 21 8 0 47
% within Gender 38.3% 44.7% 17.0% .0% 100.0%
% within Race 47.4% 46.7% 44.4% .0% 46.1%
% of Total 17.6% 20.6% 7.8% .0% 46.1%
Female Count 20 24 10 1 55
% within Gender 36.4% 43.6% 18.2% 1.8% 100.0%
% within Race 52.6% 53.3% 55.6% 100.0% 53.9%
% of Total 19.6% 23.5% 9.8% 1.0% 53.9%
37
Total Count 38 45 18 1 102
% within Gender 37.3% 44.1% 17.6% 1.0% 100.0%
% within Race 100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 37.3% 44.1% 17.6% 1.0% 100.0%
Table 4.4 shows that majority of respondents are among Chinese (44.1%)
which 21 are male and 24 are female. Among the male, 44.7 % are Chinese
following by Malays which is 38.3% and Indian which is 17.0%. While among
female, 43.6% are Chinese, following by Malays which is 36.4% from the
respondents, Indian 18.2%, and others which is 1.8% from the total
respondents.
Table 4.5: Gender - MaritalStatus Crosstabulation MaritalStatus
Total Single Divorced Married
Gender Male Count 32 0 15 47
% within Gender 68.1% .0% 31.9% 100.0%
% within MaritalStatus 47.1% .0% 46.9% 46.1%
% of Total 31.4% .0% 14.7% 46.1%
Female Count 36 2 17 55
% within Gender 65.5% 3.6% 30.9% 100.0%
% within MaritalStatus 52.9% 100.0% 53.1% 53.9%
% of Total 35.3% 2.0% 16.7% 53.9%
Total Count 68 2 32 102
% within Gender 66.7% 2.0% 31.4% 100.0%
% within MaritalStatus 100.0% 100.0% 100.0% 100.0%
% of Total 66.7% 2.0% 31.4% 100.0%
The table above shows crosstabulation between Gender and Marital Status.
The table shows that most of the respondents are single with 68 respondents
38
(66.7%), following by married with 32 respondents (31.4%) and divorced
(2.0%). Among the single respondents 32 are male and 36 are female, while
among married 15 are male and 17 are female. For divorced, both are among
female respondents.
Table 4.6: Gender - Education Crosstabulation
Education
Total
SPM
Diploma/STPM
or Equivalent Degree Master PHD Others
Gender Male Count 12 11 8 5 5 6 47
% within Gender 25.5% 23.4% 17.0% 10.6% 10.6% 12.8% 100.0%
% within Education 42.9% 47.8% 44.4% 41.7% 71.4% 42.9% 46.1%
% of Total 11.8% 10.8% 7.8% 4.9% 4.9% 5.9% 46.1%
Female Count 16 12 10 7 2 8 55
% within Gender 29.1% 21.8% 18.2% 12.7% 3.6% 14.5% 100.0%
% within Education 57.1% 52.2% 55.6% 58.3% 28.6% 57.1% 53.9%
% of Total 15.7% 11.8% 9.8% 6.9% 2.0% 7.8% 53.9%
Total Count 28 23 18 12 7 14 102
% within Gender 27.5% 22.5% 17.6% 11.8% 6.9% 13.7% 100.0%
% within Education 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 27.5% 22.5% 17.6% 11.8% 6.9% 13.7% 100.0%
Table 4.6 shows crosstabulation between Gender and Education. The table
shows that majority of the respondents are among SPM students (27.5%),
following by Diploma/STPM or equivalent (22.5%), Degree students (17.6%),
others (13.7%), Master (11.8%). And PHD (6.9%). Majority of the respondents
which among male are SPM (25.5% within gender), same also with female
which is SPM (29.1% within gender). This shows that generally most of the
respondents are among young one which is aged below 25 years.
39
Table 4.7: Gender - Occupation Crosstabulation Occupation
Total Govt Private Student Others
Gender Male Count 5 20 21 1 47
% within Gender 10.6% 42.6% 44.7% 2.1% 100.0%
% within Occupation 71.4% 58.8% 43.8% 7.7% 46.1%
% of Total 4.9% 19.6% 20.6% 1.0% 46.1%
Female Count 2 14 27 12 55
% within Gender 3.6% 25.5% 49.1% 21.8% 100.0%
% within Occupation 28.6% 41.2% 56.3% 92.3% 53.9%
% of Total 2.0% 13.7% 26.5% 11.8% 53.9%
Total Count 7 34 48 13 102
% within Gender 6.9% 33.3% 47.1% 12.7% 100.0%
% within Occupation 100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 6.9% 33.3% 47.1% 12.7% 100.0%
Table 4.7 shows majority of the respondents are students (47.1%), following
by respondents who working in private sector (33.3%), others (12.7%), and
government sector (6.9%). Among the male respondents, majority of them are
students (44.7% within gender), same goes as female respondents which
shows most of the respondents are among students (49.1% within gender).
40
4.3.1.3 Section A: Question no. 7
Figure 4.1: Level of awareness of existence of e-books in Malaysia
Figure 4.1 shows the results for Question 7 in Section A. This bar chart shows
that 39.2% from the respondents answering No/Not Sure (40 respondents),
while the rest which is 60.8% from the respondents answering Yes (62
respondents). Among the No/Not Sure, 18 respondents are male and 22 are
female. While for Yes, 29 are male, while 33 are among female.
These results will bring up to the Section B and Section C.
41
4.3.2.1Section B: Perception of customers towards e-book for the
respondents who never notice or not sure the existence of e-book
in Malaysia.
Section B was answered by respondents who answering No/Not Sure for
Question 7 in Section A. The total respondents were 40.
Table 4.8: Respondents who are not/not sure aware the existence of e-
books in Malaysia compared by age and level of education.
Table 4.8 shows that the majority of respondents who answering in Section B
is among age above 25 years (42.5%), following by age below 17 years
(35.0%) and age 18-25 years (22.5%).
The table also shows majority of respondents who not or not really sure the
existence of e-books was among SPM students (40.0%), following by others
(27.5%), Masters (12.5%), Degree (10.0%), and Diploma/STPM or equivalent
and PHD which both only 2 respondents (5.0%). Thus make the total 40
respondents.
42
Table 4.9: Section B
No. Questions Mean
Strongly Disagree
Disagree
Neither Agree
Nor Disagree
Agree Strongly
Agree
f % f % f % f % f %
1 I love read books 3.8250 1 2.0 4 10.0 7 17.5 17 42.5 11 27.5
2
I have heard the
term “E-Book”
before.
3.4000 4 10.0 2 5.0 17 42.5 8 20.0 9 22.5
3 I think I know what
e-book really is 2.8250 6 15.0 4 10.0 22 55.0 7 17.5 1 2.5
4
I have try used e-
book at least once
before
3.1250 4 10.0 2 5.0 24 60.0 5 12.5 5 12.5
5
E-book is only for
the computer savvy
person.
3.4750 1 2.5 3 7.5 21 52.5 6 15.0 9 22.5
6
I will try to use and
test it, if I will be
exposed to e-book
more often.
3.7750 1 2.5 2 5.0 15 37.5 9 22.5 13 32.5
7
I think I will face
health problems
especially for my
eye if I read book
on a computer
3.5500 2 5.0 3 7.5 16 40.0 9 22.5 10 25.0
8
There is no
humanity reading
book on a
computer
3.0500 2 5.0 3 7.5 30 75.0 1 2.5 4 10.0
43
9
I am more
comfortable read
paper-base book
rather than
computer- base
book
3.7000 1 2.5 3 7.5 16 40.0 7 17.5 13 32.5
10
Overall, traditional
paper book is
much better than e-
book
3.5500 2 5.0 0 0.0 22 55.0 6 15.0 10 25.0
Referring to Table 4.9, it shows that most respondent agree (42.5 %) that their
love to read books. It can be proved by result of mean 3.8250 which shows
positive view.
Table 4.9 also shows that most respondent either agree or disagree (42.5 %)
that there have heard the term e-book before. It is proved by result of mean
3.4 which shows positive view.
Table 4.9 again demonstrates that most of respondents neither agree nor
disagree (55.0%) that feel their know what e-book really is. It can be proved
by mean 2.825 which shows respondent is not sure with the statement.
Table 4.9 once again shows that most of respondent neither agree nor
disagree (60.0 %) that there have try used e-book at least once before. It can
be proved by mean 3.125 which show neutral view.
Table 4.9 shows that most respondent neither agrees nor disagree (52.5 %)
that e-book is only for the computer savvy person. It is proved by result of
mean 3.475 which show neutral view.
Most of the respondents neither agree nor disagree (37.5 %) that their will try
to use and test e-book if he/she will expose to the e-book more often. It can
44
be proved by mean 3.775 which shows respondent is not sure with the
statement.
Majority of the respondent also either agree or disagree (40.0 %) that their will
face health problems if read a book on a computer. It can be proved by mean
3.55 which show neutral view.
Table 4.9 shows that most respondent neither agree nor disagree (75.0 %)
that there is no humanity if we reading book on computer. It is proved by
result of mean 3.05 which show neutral view.
Table 4.9 again demonstrates that most of respondents neither agree nor
disagree (55.0%) that feel that their know what e-book really is. It can be
proved by mean 2.825 which shows respondent is not sure with the
statement.
Table 4.9 once again shows that most of respondent either agree or disagree
(40.0 %) that their feel comfortable if read paper book rather than computer-
base book. It can be proved by mean 3.7 which show slightly neutral view.
Table 4.9 shows that most respondent either agree or disagree (55.0 %) that
overall paper book is much better than e-book which is proved by result of
mean 3.55 which show neutral view.
45
4.3.2.2 Section B by Age Figure 4.2: Question 1 by Age Figure 4.3: Question 2 by Age
Figure 4.4: Question 3 by Age Figure 4.5: Question 4 by Age
Figure 4.6: Question 5 by Age Figure 4.7: Question 6 by Age
46
Figure 4.8: Question 7 by Age Figure 4.9: Question 8 by Age
Figure 4.10: Question 9 by Age Figure 4.11: Question 10 by Age
Figure 4.2 shows that majority of respondents agree that their do love read
books (42.5%, 17 respondents).
Figure 4.3 shows that majority of respondents (42.5%, 17 respondents)
neither agree nor disagree that their heard the term “E-book” before.
Figure 4.4 shows that most of the respondents including all ages neither
agree nor disagree their think that they know what e-book really is (55.0%, 22
respondents).
47
Figure 4.5 shows that majority of the respondents including of all ages neither
agree nor disagree that their try used e-book at least once before (60.0%, 24
respondents).
Figure 4.6 shows majority of the respondents including all ages categories
neither agree nor disagree that e-book is only for computer savvy person
(52.5 %, 21 respondents).
Figure 4.7 explains that most of respondents neither agree nor disagree that
their will try to use and test e-book if will be exposed more often (37.5 %, 15
respondents). Except for age below 17 years that strongly agree that their do
will try to use and test e-book if been exposed more to it (42.9 % within age
below 17, 6 respondents).
Figure 4.8 shows that majority of respondents including all ages categories
neither agree nor disagree that they will face health problems especially eye
health problems if read book on a computer (40.0 %, 16 respondents).
Figure 4.9 shows that most of the respondents neither agree nor disagree that
there is no humanity when reading book on a computer (75.0 %, 30
respondents).
Figure 4.10 explains that most of the respondents neither agree nor disagree
that their think that feel more comfortable read paper-base book rather than
computer-base book (40.0%, 16 respondents).
Figure 4.11 shows that majority of respondents including all ages categories
neither agree nor disagree that paper book is much better than e-book
(55.0%, 22 respondents).
48
4.3.2.3 Section B by Education
Figure 4.12: Question 1 by Education Figure 4.13: Question 2 by Education
Figure 4.14: Question 3 by Education Figure 4.15: Question 4 by Education
Figure 4.16: Question 5 by Education Figure 4.17: Question 6 by Education
49
Figure 4.18: Question 7 by Education Figure 4.19: Question 8 by Education
Figure 4.20: Question 9 by Education Figure 4.21: Question 10 by Education
Figure 4.12 shows that majority of respondents including all education
categories agree that their do love read books (42.5%, 17 respondents).
Figure 4.13 shows that majority of respondents including all education
categories (42.5%, 17 respondents) neither agree nor disagree that their
heard the term “E-book” before.
Figure 4.14 shows that most of the respondents including all education
categories neither agree nor disagree their think that they know what e-book
really is (55.0%, 22 respondents).
50
Figure 4.15 shows that majority of the respondents including of all education
categories neither agree nor disagree that their try used e-book at least once
before (60.0%, 24 respondents).
Figure 4.16 shows majority of the respondents including all education
categories neither agree nor disagree that e-book is only for computer savvy
person (52.5 %, 21 respondents).
Figure 4.17 explains that most of respondents neither agree nor disagree that
their will try to use and test e-book if will be exposed more often (37.5 %, 15
respondents). Except for others in education qualification that most
respondents are strongly agree that their do will try to use and test e-book if
been exposed more to it (40.0 % within others education, 4 respondents).
Figure 4.18 shows that majority of respondents including all education
categories neither agree nor disagree that they will face health problems
especially eye health problems if read book on a computer (40.0 %, 16
respondents). Except for others in education qualification that most
respondents are agree that they will face health problems especially eye
health problems if read book on a computer (50.0% within others education, 5
respondents).
Figure 4.19 shows that most of the respondents neither agree nor disagree
that there is no humanity when reading book on a computer (75.0 %, 30
respondents).
Figure 4.20 explains that most of the respondents neither agree nor disagree
that their think that feel more comfortable read paper-base book rather than
computer-base book (40.0%, 16 respondents). Except for SPM and Master in
51
education qualification that their do strongly agree that they feel comfortable
read paper-base book rather than computer-base book.
Figure 4.21 shows that majority of respondents including of all education
categories neither agree nor disagree that paper book is much better than
e-book (55.0%, 22 respondents).
4.3.2.4 Section B Open-Ended Question. Open-ended question allow respondents to answer the questionnaire in any
way they choose. Thus any answer in that been given by respondents are
acceptable to be taken into account in this research.
The question in this section was “What do you think the best way to attract
yourself to try and used e-book more often?”
The list of answered that been given by the respondents was:
• Eyes problem
• Paper book is definitely much better than e-book
• Cannot stare the screen too long
• Expose more e-book to customers
The answers that been given by respondents did not directly answering the
question, but at least it shows that majority of the respondents who No/Not
Sure the existence of e-book in Malaysia was not really interested with the e-
book because of the certain factors that been given.
52
4.3.3.1 Section C: Perception of customers towards e-book for the
respondents who notice the existence of e-book in Malaysia.
Section C was answered by respondents who answering Yes for Question 7
in Section A. The total respondents were 62.
Table 4.10: Respondents who are aware the existence of e-books in
Malaysia compared by age and level of education.
Table 4.10 shows that the majority of respondents who answering in Section
C is among age above 25 years (50.0%), following by age above 25 years
(30.6%) and age below 17 years (19.4%).
The table also shows majority of respondents who do aware the existence of
e-books was among Diploma/STPM or equivalent (32.3%), following by
degree (22.6%), SPM (19.4%), Master (9.7%), PHD and others which both
only 5 respondents (8.1%). Thus make the total 62 respondents.
53
Table 4.11: Section C
No. Questions Mean
Strongly Disagree Disagree
Neither Agree
Nor Disagree
Agree Strongly Agree
f % f % f % f % f %
1 I have used e-book
before 4.3065 1 1.6 4 6.5 3 4.8 21 33.9 33 53.2
2 I used e-book
frequently 3.2581 9 14.5 12 19.4 14 22.6 8 12.9 19 30.6
3
The most frequent
way I used e-book
is via Online-web
read.
3.1452 19 30.6 6 9.7 4 6.5 13 21.0 20 32.3
4
The most frequent
way I used e-book
is via PC/Device
based read.
3.5645 8 12.9 7 11.3 14 22.6 8 12.9 25 40.3
5
I tried downloading
e-book from the
internet before. 3.7581 10 16.1 4 6.5 7 11.3 11 17.7 30 48.4
6
I have purchase e-
book at least once
in my life. 1.6935 45 72.6 6 4.5 3 4.8 1 1.6 7 11.3
7 E-book is easy to
use 4.1613 0 0.0 2 3.2 12 19.4 22 35.5 26 41.9
8
I often read e-
books for pleasure
reading. 3.1774 11 17.7 14 22.6 7 11.3 13 21.0 17 27.4
54
9
E-book helps me a
lot in finishing my
work. 3.6613 6 9.7 9 14.5 13 21.0 6 9.7 28 45.2
10
Personally, the use
of e-book is truly
matched with my
taste.
3.5161 3 4.8 5 8.1 27 43.5 11 17.7 16 25.8
11
Overall, e-book is
much better than
traditional paper
book.
3.2419 4 6.5 6 9.7 34 54.8 7 11.3 11 17.7
Referring to Table 4.11, it shows that most respondent strongly agree (53.2
%) that there have used e-book before. It can be proved by result of mean
4.3065 which shows positive view.
Table 4.11 also shows that most respondent strongly agree (30.6 %) that their
use e-book frequently. It is proved by result of mean 3.2581 which shows
positive view.
Table 4.11 again demonstrates that most of respondents strongly agree
(32.3%) that the most frequent way their used e-book is via online-web read.
It can be proved by mean 3.1452 which shows respondent is positive with the
statement.
Table 4.11 once again shows that most of respondent strongly agree (40.3 %)
that the most frequent way their used e-book is via PC/Device-based read. It
can be proved by mean 3.5645 which show positive view.
55
Table 4.11 also shows that most respondent strongly agree (48.4 %) that their
tried downloading e-book from the internet before. It is proved by result of
mean 3.7581 which shows positive view.
Table 4.11 shows most of the respondents strongly disagree (72.6 %) that
have purchase e-book at least once in their life which mean that majority of
the respondents never buy e-book before. It can be proved by mean 1.6935
which shows respondent did not agree with the statement.
Most of the respondent are strongly agree (41.9 %) that e-book is easy to use.
It is shows by the results of mean which is 4.1613 which shows positive view
with the statement.
Majority of the respondent also strongly agree (27.4 %) that their often
reading e-books for pleasure reading. It can be proved by mean 3.1774 which
show positive view.
Table 4.11 shows that most respondent strongly agree (45.2 %) that e-book
helps them a lot in finishing their work. It is proved by result of mean 3.6613
which shows positive view.
Table 4.11 demonstrates that most of respondents neither agree nor disagree
(43.5%) that feel that e-book is truly matched with their taste. It can be proved
by mean 3.5161 which shows respondent is not sure with the statement.
Table 4.11 once again shows that most of respondent neither agree nor
disagree (54.8 %) that e-book is much better than traditional paper book. It
can be proved by mean 3.2419 which show respondents did not sure with the
statement.
56
4.3.3.2 Section C by Age
Figure 4.22: Question 1 by Age Figure 4.23: Question 2 by Age
Figure 4.24: Question 3 by Age Figure 4.25: Question 4 by Age
Figure 4.26: Question 5 by Age Figure 4.27: Question 6 by Age
57
Figure 4.28: Question 7 by Age Figure 4.29: Question 8 by Age
Figure 4.30: Question 9 by Age Figure 4.31: Question 10 by Age
Figure 4.32: Question 11 by Age
58
Figure 4.22 shows that majority of respondents strongly agree that there have
used e-book before (53.2%, 33 respondents).
Figure 4.23 shows that majority of respondents strongly agree that their used
e-book frequently (30.6%, 19 respondents).
Figure 4.24 shows that most of the respondents strongly agree the most
frequent way their used e-book is via online-web read (32.3%, 20
respondents).
Figure 4.25 shows that majority of the respondents strongly agree the most
frequent way their used e-book is via PC/Device-based read (40.3%, 25
respondents).
Figure 4.26 shows majority of the respondents strongly agree that they tried
downloading e-book from the internet before (48.4 %, 30 respondents).
Figure 4.27 explains that most of respondents including all ages categories
strongly disagree that there have purchase e-book at least once in life (72.6
%, 45 respondents).
Figure 4.28 shows that majority of respondents including all ages categories
strongly agree that e-book is easy to use (41.9 %, 26 respondents).
Figure 4.29 shows that most of the respondents strongly agree that their often
read e-books for pleasure reading (27.4%, 17 respondents).
Figure 4.30 explains that most of the respondents strongly agree that e-book
helps a lot in finishing task and work (45.2 %, 28 respondents).
Figure 4.31 shows that majority of respondents including of all ages
categories neither agree nor disagree that e-book is truly matched with their
taste (43.5 %, 27 respondents).
59
Figure 4.32 explains that most of the respondents including all ages, neither
agree nor disagree that e-book is much better than paper book (54.8%, 34
respondents).
4.3.3.3 Section C by Education
Figure 4.33: Question 1 by Education Figure 4.34: Question 2 by Education
Figure 4.35: Question 3 by Education Figure 4.36: Question 4 by Education
60
Figure 4.37: Question 5 by Education Figure 4.38: Question 6 by Education
Figure 4.39: Question 7 by Education Figure 4.40: Question 8 by Education
Figure 4.41: Question 9 by Education Figure 4.42: Question 10 by Education
61
Figure 4.43: Question 11 by Education
Figure 4.33 shows that majority of respondents strongly agree that there have
used e-book before (53.2%, 33 respondents). Except for Master and PHD
qualifications that only agree with the statement.
Figure 4.34 shows that majority of respondents strongly agree that their used
e-book frequently (30.6%, 19 respondents).
Figure 4.35 shows that most of the respondents strongly agree the most
frequent way their used e-book is via online-web read (32.3%, 20
respondents).
Figure 4.36 shows that majority of the respondents strongly agree the most
frequent way their used e-book is via PC/Device-based read (40.3%, 25
respondents).
Figure 4.37 shows majority of the respondents strongly agree that they tried
downloading e-book from the internet before (48.4 %, 30 respondents).
Except for PHD education qualification that majority neither agree nor
disagree with the question statement.
62
Figure 4.38 explains that most of respondents including all education
categories strongly disagree that there have purchase e-book at least once in
life (72.6 %, 45 respondents).
Figure 4.39 shows that majority of respondents strongly agree that e-book is
easy to use (41.9 %, 26 respondents).
Figure 4.40 shows that most of the respondents strongly agree that their often
read e-books for pleasure reading (27.4%, 17 respondents).
Figure 4.41 explains that most of the respondents strongly agree that e-book
helps a lot in finishing task and work (45.2 %, 28 respondents).
Figure 4.42 shows that majority of respondents including of all education
categories neither agree nor disagree that e-book is truly matched with their
taste (43.5 %, 27 respondents).
Figure 4.43 explains that most of the respondents including of all education
categories, neither agree nor disagree that e-book is much better than paper
book (54.8%, 34 respondents).
4.3.3.4 Section C Open-Ended Question
Open-ended question allow respondents to answer the questionnaire in any
way they choose. Thus any answer in that been given by respondents are
acceptable to be taken into account in this research.
The open-ended question in section C was “What are the e-book weaknesses
that prevent you to purchase it from online/non-online store? And how can it
be fix?”
63
The list of answered that been given by the respondents was:
• Expensive
• Difficult to download
• Unsecured online payment
• Not physically exist
• Lack of promotion
The answers that been given by respondents in open-ended question again
did not directly answering the question, but at least it shows that majority of
the respondents who are aware the existence of e-book in Malaysia was
providing answer that base on their perception towards e-books. It is proved
that majority of the respondents never purchase any single e-book before,
thus we can conclude that the answer that’s been given in this question are
only a perception of the respondents.
Other than that, MPH Bookstore should take note of certain factors that
prevent their customers to purchase e-book such as expensive, difficult to
download, unsecured online payment and lack of promotion to the customers.
Thus, the answers that been given will help MPH to have knowledge in the
development of strategies for more cost effective and efficient delivery and
sales of e-books to Malaysian customers.
64
4.4 Finding by Objective
4.4.1 Objectives 1: To investigate the level of awareness of Malaysian customers towards existence of e-books in Malaysia. Table 4.12: Question 7
Question 7
Frequency Percent (%) Cumulative Percent
Valid No/Not Sure 40 39.2 39.2
Yes 62 60.8 100.0
Total 102 100.0
This objective achieved when the respondents answering question No. 7 in
Section A. Based on the results in Table 4.12, it demonstrated that most of
Malaysian especially MPH Bookstore’s customers in One Utama do aware the
existence of e-book in Malaysia (62 respondents which equal to 60.8 % of
total respondents).
4.4.2 Objectives 2: To identify the main factors that lead to demand of e-books for Malaysia customers who aware of the existence of the e-books.
The table above is taken from Table 4.11, which shows that 72.6% never
purchase a single e-book before. Even though it is show that majority of
65
respondents do have used e-book before (53.2% from respondents); they do
used e-book frequently (30.6% from respondents); they do downloading e-
book from the internet (48.4% from respondents); they do agree e-book is
easy to use (41.9% from respondents); and e-book do help them in finishing
their work (45.2% from respondents); but majority of respondents do hardly
buy an e-book (72.6% from respondents).
This probably due to the nature of the respondent’s work places that does not
require them to buy e-book, furthermore e-book can be easily located in
internet and most of the e-books are free to be downloaded which also do
help the e-book users to not to buy e-book from the developers.
Other than that, some of the respondents do think that e-book is expensive
compare to the paper book which physically exists in their hand. This probably
only the perception of the respondents towards e-book that most of them did
not even buy any single e-book before.
Other factors such as difficult to download from the internet, unsecured online
payment, and lack of promotions from the e-book developers also do not help
the e-book users actually to buy any e-book from them. The lacks of exposure
from the sellers do prevent any potential buyers to buy e-books.
66
4.4.3 Objectives 3: To help MPH Bookstore by contributing ideas in
efforts to promote e-book to their customers.
In order for MPH bookstore and MPHOnline to promote e-book to their
customers, first thing MPH should do is to reduce the price of e-book reader
that currently being sold with expensive price. This situation do not help the
customers to be attracted to the e-book itself. If MPH can reduce the price of
e-book reader, it at least will bring up more potential customers who are
interested with the gadget.
MPH also need to sell plenty of variety of e-books with much cheaper price
compare to paper book to customers in the future because it can help to
attract more people to buy an e-book. To make it much better, MPH need to
increase the security in online payment because lack of security will bring up
uncertainties to the customers to make any payment via online.
The most important thing that MPH should do is to make a huge promotion so
that e-book can be exposing more to the customers. It can help people to
understand more what e-book really is and what makes it much better is it can
bring up additional sales to the MPH itself. Thus, will help this new industry in
Malaysia to rise up in the whole book industries in Malaysia.
67
CHAPTER 5: DISCUSSION AND CONCLUSION
5.1 Discussion on Findings
E-book technology is becoming important for information delivery on the
Internet. Various predictions were made at the turn of the millennium about
the marketplace for e-books in Malaysia market.
Within the last several years, e-book has arrived in Malaysian market,
providing an improved way to read not only the selected titles, but also to read
thousands of commercially produced copyrighted titles in digital format.
However, e-book is still new in Malaysia, and cannot be denied that there
were still many Malaysians who are not aware of the existence of e-book in
Malaysia. At the same time there are still who does not own personal
computers that eventually prevent the development of ICT knowledge.
Thus this research is conduct to determine the level of awareness of
Malaysian customers towards the existence of e-books in Malaysia, also to
help e-book developer especially MPH Bookstore to set up strategies that
suitable in order to find the best way to deliver e-books in most effective and
efficient way.
Therefore, base on the findings, it shows that majority of the Malaysian’s
people (60.8 % from total respondents) do surely away the existence of e-
books in the market, but 72.6 % from the respondents that their never
purchased e-book before because of certain factors. The factors that can
been concluded from this research are such as e-books is expensive, e-books
is difficult to downloaded, unsecured online payment, e-books is not physically
68
exist in our hand, and lastly because of lack of promotion from the sellers or
the developers.
5.2 Recommendation
Through this research, the researcher has identified the factors that influence
the demand of e-books in Malaysia. Therefore, some recommendation will be
given to MPH Bookstore in order to promoting e-books to their customers.
The first thing that MPH Bookstore should do is to reduce the price of e-book
reader (Hanlin E-Reader) that currently being sold with expensive price. This
situation do not help the customers to be attracted to the e-book itself. If MPH
can reduce the price of e-book reader, it at least will bring up more potential
customers who are interested with the gadget.
In the future, MPH will try to start selling e-books on the internet. Thus, one
point that MPH need to take note is to sell plenty of variety of e-books with
much cheaper price compare to paper book to customers. This is in order to
help to attract more people to buy an e-book. To make it much better, MPH
need to increase the security in online payment because lack of security will
bring up uncertainties to the customers to make any payment via online.
The most important thing that MPH should do is to make continuously huge
promotion so that e-book can be expose more to the customers. It can help
people to be exposed more to e-books, next will bring potential buyers into
this industry. Thus, will help e-book industry which is new in our country to be
raise up in the whole book industries in Malaysia.
69
BIBLIOGRAPHY
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