University of Oulu

Soroya, S. H., Rehman, M. A., Tariq, I., Khanum, A., & Bashir, F. (2022). E-reading consumption among Pakistani digital immigrants: A mixed-methods approach. Journal of Information Science.

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

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Author: Soroya, Saira Hanif1; Rehman, Mohsin Abdur2; Tariq, Iqra3;
Organizations: 1Department of Library & Information Science, Minhaj University Lahore, Pakistan
2Department of Marketing, Management and International Business, Oulu Business School, University of Oulu, Oulu, Finland
3Quaid-e-Azam Library, Pakistan
4Department of Urdu, Government College University Lahore, Pakistan
5Department of Library Science, Government Graduate College for Women Township, Pakistan
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.8 MB)
Persistent link:
Language: English
Published: SAGE Publications, 2022
Publish Date: 2022-06-14


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 bapsed 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 = 0.00), H3 (β = 0.20, p = 0.02), H4 (β = 0.27, p = 0.00), H6 (β = 0.22, p = 0.01), H7 (β = 0.18, p = 0.03), H8 (β = 0.28, p = 0.00) and H9 (β = −0.15, p = 0.04), whereas H1 (β = −0.03, p = 0.66) and H5 (β = −0.02, p = 0.73) 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.

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Series: Journal of information science
ISSN: 0165-5515
ISSN-E: 1741-6485
ISSN-L: 0165-5515
DOI: 10.1177/01655515211061868
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © The Author(s) 2022. This is an Accepted Manuscript of an article published by Sage Publishing in Journal of Information Science on 3 February 2022, available online: