Identifying Key Drivers and Bottlenecks in the Adoption of E-Book Readers in Korea

Dongnyok Shim (), Jin Gyo Kim () and Jörn Altmann
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Dongnyok Shim: College of Engineering, Seoul National University
Jin Gyo Kim: Graduate school of Business, Seoul National University

No 2016129, TEMEP Discussion Papers from Seoul National University; Technology Management, Economics, and Policy Program (TEMEP)

Abstract: This study seeks to describe the dynamic effects of innovation characteristics and consumer innovativeness as conditioned by consumer decision making in the Korean E-book reader market. Dedicated Korean E-book readers have received little research attention over the last few years, as consumers’ interest in E-book readers has not been as high as was expected. This study identifies the barriers and bottlenecks impacting Korean consumers’ adoption of dedicated E-book readers based on the theories of innovation adoption and consumer behavior. Our estimation results indicate that complexity was the main bottleneck blocking the adoption of dedicated E-book readers in every decision-making stage (cognitive-affective-behavioral), whereas observability was the driver stimulating adoption in every stage. Moreover, the relative advantage of dedicated E-book readers is significant only in the affective stage, while compatibility is meaningful only in the behavioral stage. The results of this study provide useful guidelines to help marketers and engineers design dedicated e-book readers and promote them in Korea.

Keywords: : Innovation Adoption Theory; Hierarchy of Effects Model; Innovativeness; Multivariate Probit Model; E-Book Reader; South Korea. (search for similar items in EconPapers)
JEL-codes: C11 C31 C83 D12 D85 M31 M37 O32 O33 (search for similar items in EconPapers)
Pages: 27 pages
Date: 2016-01, Revised 2016-01
New Economics Papers: this item is included in nep-ict, nep-ino and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Published in Telematics and Informatics, Elsevier.

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http://temep-repec.my-groups.de/DP-129.pdf First version, 2016 (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:snv:dp2009:2016129

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