A novel romance : the technology acceptance model with emotional attachment

Read, Wayne, Robertson, Nichola and McQuilken, Lisa 2011, A novel romance : the technology acceptance model with emotional attachment, Australasian marketing journal, vol. 19, no. 4, pp. 223-229.

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Title A novel romance : the technology acceptance model with emotional attachment
Author(s) Read, Wayne
Robertson, Nichola
McQuilken, Lisa
Journal name Australasian marketing journal
Volume number 19
Issue number 4
Start page 223
End page 229
Publisher Elsevier
Place of publication Oxford, England
Publication date 2011-11
ISSN 1441-3582
1839-3349
Keyword(s) Technology Acceptance Model (TAM)
emotional attachment
e-readers
paper books
consumer adoption
mixed methods design
Summary E-readers, or devices designed primarily for reading e-books, are taking the world by storm. Several papers in library studies and education have examined e-book consumption for academic reading. However, no previous marketing study has investigated consumers’ adoption of e-readers for pleasure reading. We address this gap by testing an extended version of the Technology Acceptance Model (TAM) with emotional attachment (TAME) in this context. Consumers’ attachment to paper books is proposed as a barrier to their adoption of e-readers. This speaks to a key deficiency of the TAM, being its focus on cognition at the expense of consumer emotion. A three-phase study finds support for the TAME, with 64% of the variance explained in consumers’ intentions to adopt e-readers. Emotional attachment to paper books is found to be weakly and negatively associated with consumers’ attitude toward using e-readers. The qualitative findings suggest that e-reader adoption may not involve a binary choice between paper and e-formats.
Language eng
Field of Research 150504 Marketing Measurement
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2011, Australian and New Zealand Marketing Academy
Persistent URL http://hdl.handle.net/10536/DRO/DU:30036929

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