Usefulness, Enjoyment, and Self‐Image Congruence: The Adoption of e‐Book Readers
Year: 2013
Type: article
Study design: Observational Study
Abstract: ABSTRACT One challenge when launching new technologies is to overcome consumer resistance to change so as to accelerate market acceptance. This is the case of e‐book readers. The present study investigates individuals’ perceptions of the utilitarian and hedonic values of such devices and their congruence with self‐image as determinants of adoption. Additionally, consumer profile and familiarity with the new technology as a whole influence individuals’ perceptions of this particular technology and its congruence with self‐image. Findings show that perceived enjoyment and self‐image congruence complement perceived usefulness in forging a favorable attitude toward e‐book readers and adoption intention, and that knowledge proves essential in the adoption process. Moreover, people highly involved with reading tend to perceive e‐book readers as useless, which hampers their adoption.
Source: Psychology and Marketing
DOI: 10.1002/mar.20612
Institution: Universidad de Valladolid
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1531742715