Quality Perceptions of Thai Consumers Toward e-Book Devices Made in Different Countries

The purpose of this research is to measure e-Book device quality levels as the effects of country of origin from six countries including Thailand. Four hundred thirty questionnaires were answered by consumers in Bangkok. The results revealed that the highest quality ranking was country of origin from the USA, South Korea, Japan, Taiwan, China, and Thailand respectively. Also, the finding showed that e-Book devices made in developed countries and developing countries had significantly different effects on Thai consumer perceptions of quality.