This study aims to explore the effects of price, accessibility, and brand image on e-books purchase intention in Southern Region of Malaysia. A total of 237 questionnaires were collected online from ebook users.Partial least square structure equation modeling was employed to evaluate the research model and hypotheses.The results showed that only price had a positive effect on e-books purchase intention, but accessibility and brand image do not have significant effect on e-books purchase intention.This research givesremarkable theoretical contributionsby exploringthese elements amidst the COVID-19 situation as components of theory of reasoned action,and their effects on e-books purchase intention. This study likewise gives imperative insights to business organizations especially book publisher to consider better price as the business initiative to gain a competitive advantage in the market

e-books purchase intention, price, accessibility, brand image, Malaysia