The purpose of this study is to analyze the factors that have an impact on technology adoption for e-books utilizing the Analytic Hierarchy Process (AHP) and Multiple Regression Analysis methods. Findings indicate that perceived usefulness and ease of use are the most significant determinants in using e-books. Of key significance is that AHP results show that consumers make pairwise comparisons, adding environmental concerns to the selection process. Recognizing the importance of all these factors is valuable to e-book developers and marketers in presenting products that meet all consumer choice criteria. AHP provides researchers with a more thorough decision making analysis
