Usefulness, Enjoyment, and Self-image Congruence: The adoption of e-book readers

C. Antón
C. Camerero
J. Rodríguez


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.

APA Citation

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.

About the Study

Links to Article
Mode Technology-enhanced
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
Peer-Reviewed Yes
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 +
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