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

conference contribution
posted on 01.01.2010, 00:00 authored by Wayne ReadWayne Read, Lisa McQuilken, Nichola RobertsonNichola Robertson
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.

History

Event

Australian and New Zealand Marketing Academy. Conference (2010 : Christchurch, New Zealand)

Pagination

1 - 8

Publisher

ANZMAC

Location

Christchurch, New Zealand

Place of publication

Christchurch, New Zealand

Start date

29/11/2010

End date

01/12/2010

ISBN-13

9780473178208

Language

eng

Publication classification

E1 Full written paper - refereed

Copyright notice

2010, The Authors

Title of proceedings

ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference

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