A relationship between perceived value and intention to use was
discovered in this research as perceived value had a significant and
positive relationship on intention to use (b ¼ 0.263, p < 0.001). The
findings are supported by previous studies by Byun (2007) and
Teerling and Pieterson (2009). Obviously, intention to use ebooking
is highly dependent on the level of perceived value by the
customers. Service providers should emphasize and promote the
value or benefits of their products and services, because it can have
the effect of increasing the intention to use. Additionally, this
research found that perceived value had a significant and positive