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A novel romance : the technology acceptance model with emotional attachment

journal contribution
posted on 01.11.2011, 00:00 authored by Wayne ReadWayne Read, Nichola RobertsonNichola Robertson, Lisa McQuilken
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.

History

Journal

Australasian marketing journal

Volume

19

Issue

4

Pagination

223 - 229

Publisher

Elsevier

Location

Oxford, England

ISSN

1441-3582

eISSN

1839-3349

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2011, Australian and New Zealand Marketing Academy