PREDICTORS OF TEXTBOOK (TRADITIONAL & ELECTRONIC) BUYING BEHAVIOR AMONG AFRICAN-AMERICAN COLLEGE STUDENTS

Abstract

ABSTRACT Textbook play an important role in student learning experiences. However, the nature of textbook is changing in this digital age. This study assessed African-American college students' perceptions toward traditional textbooks versus e-textbooks by age, gender, and buying behavior. Participants included 194 African-American college students attending a medium-sized, Historically Black University. The majority of the participants (59.8%) preferred hardcover textbooks (new or old) to paperback (new or old; 40.2%) or e-textbook (6%, bought or download). Logistic regression analyses showed freshman and sophomore students (6 times), males (0.44 time), and part-time college students (3.3 times) were less likely to pay for their own textbooks. Textbook buying behavior was positively associated with price of textbooks, and lower cost of e-textbooks did not translate to its usage as students were 6 times more likely to buy hardcover used textbooks (OR=6.19; 95% CI: 1.04, 36.68). This has implications for curricula designers, instructors, and textbook publishers. Keywords Textbook and e-textbook Buying Behavior, African American, College Students