Electronic books (e-books) are rapidly gaining popularity as a technological innovation that will change the way people read books. A social cognitive perspective to understand how a person adopts an e-book device is utilised in this paper to empirically test the results of a survey. A portion of the conceptual model is supported by the results of the survey that demonstrates the importance of an individual's ethics and entrepreneurial orientation to the adoption behaviour they have about e-book devices. This paper highlights for practitioners the importance of focusing on marketing the ethical and innovativeness of e-book devices.
Field of Research
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services