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.
This research looks at the reasons behind people adopting e-Books. This question is useful due to the slower than expected nature of the acceptance of e-Books by the mass market and is founded in the Technology Acceptance Model (TAM) and Self-Congruity Theory (SCT).
The primary factors in e-Book adoption are the perceptions of usefulness, enjoyment, and self-image congruence. Further, early-technology adopters are more likely to utilize e-Books. In stark contrast, people who enjoy reading for leisure are less likely to see e-Books as useful.
From a technological design standpoint, the authors recommend e-Book creators increase products’ enjoyment and increase the intuitive nature of e-Books. Likewise, products should be linked to consumers’ values as to create an identifiable connection between the product and the consumer.
Antón, C., Camarero, C., & Rodríguez, J. (2013). Usefulness, enjoyment, and self‐image congruence: the adoption of e‐book readers. Psychology & Marketing, 30(4), 372-384.
|Links to Article||https://scholar.google.com/scholar?hl=en&as_sdt=5%2C50&sciodt=0%2C50&cites=15049444485305423937&scipsc=&q=Usefulness%2C+Enjoyment%2C+and+Self-Image+Congruence%3A+The+Adoption+of+e-Book+Readers&btnG=
|Publication Type||Journal Article|
|In Publication||Psychology & Marketing|
|Type of Research||Quantitative|
|Research Design||Survey research (qualitative or quantitative)|
|Intervention/Areas of Study||Student motivation|
|Level of Analysis||Student-level|
|Specific Populations Examined|
|Specific Institutional Characteristics of Interest||Other|
|Specific Course or Program Characteristics|
|Outcome Variables of Interest||Academic achievement or performance, including assessment scores and course grades, Satisfaction|
|Student Sample Size||500 +|