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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