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A novel romance : conceptualising emotional attachment as a barrier to adoption

Read, Wayne, McQuilken, Lisa and Robertson, Nichola 2010, A novel romance : conceptualising emotional attachment as a barrier to adoption, in ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, ANZMAC, Christchurch, New Zealand, pp. 1-8.

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Title A novel romance : conceptualising emotional attachment as a barrier to adoption
Author(s) Read, Wayne
McQuilken, Lisa
Robertson, Nichola
Conference name Australian and New Zealand Marketing Academy. Conference (2010 : Christchurch, New Zealand)
Conference location Christchurch, New Zealand
Conference dates 29 Nov. - 1 Dec. 2010
Title of proceedings ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference
Editor(s) [Unknown]
Publication date 2010
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 8
Total pages 9
Publisher ANZMAC
Place of publication Christchurch, New Zealand
Keyword(s) adoption
emotional attachment
TAM
e-readers
e-books
Summary The Technology Acceptance Model (TAM) aims to understand consumers’ adoption of new technologies. Some 30 years after TAM was first proposed, it is still widely used today. This paper proposes an extended version of the TAM, with the primary addition to it being the construct of consumers’ emotional attachment to an existing product. The expanded TAM, Technology Acceptance Model with Emotional Attachment (TAME), is applied to the understudied area of e-book reader technology and its adoption by consumers who read for pleasure versus for academic purposes, as has been the focus of past research on e-book readers. The extended model considers consumers’ emotional attachment to paper books (pbooks) as a likely barrier to the take up of e-book reader technology.
ISBN 9780473178208
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
150506 Marketing Theory
Socio Economic Objective 910403 Marketing
HERDC Research category E1 Full written paper - refereed
HERDC collection year 2010
Copyright notice ©2010, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30031976

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.