E-reading consumption among Pakistani digital immigrants: A mixed-methods approach

Abstract

Digital information adoption among the older generation is becoming interesting, and e-reading consumption is an important phenomenon. The current study explores the e-reading consumption experience among Pakistani generation X readers (Xers) through the theory of planned behaviour (TPB), along with TPB model validation through a larger sample. A mixed-method research design (exploratory sequential) was employed. The study was completed in two phases; the first phase was qualitative based on nine ( n = 9) in-depth face-to-face interviews. In the second phase, a quantitative research design was employed. A survey questionnaire was developed based on the TPB model and outcomes of the first phase, and the data were collected from 250 Xers from Pakistani public libraries. The first phase outlined numerous positive consequences and challenges specific to the behavioural beliefs. The circle of friends, colleagues and supervisors encourage e-reading consumption given the benefits, speed, and saver of time, cost, and effort, to name a few. Notably, e-reading consumption intention leaves no alternative for Xers in the digital information era. The results of second phase show that seven out of nine proposed hypotheses were supported significantly H2 (β = 0.33, p = .00), H3 (β = 0.20, p = .02), H4 (β = 0.27, p = .00), H6 (β = 0.22, p = .01), H7 (β = 0.18, p = .03), H8 (β = .28, p = .00) and H9 (β = −0.15, p = .04), whereas H1 (β = −0.03, p = .66) and H5 (β = −0.02, p = .73) were rejected. The current study extends the theoretical foundations of TPB in the age of digital information consumption by exploring dimensions qualitatively and tested that proposed relationship quantitatively from a developing country context, Pakistani Xers.