 A novel romance: The Technology Acceptance Model with emotional attachmentWayne Read, Nichola Robertson and Lisa McQuilken Australasian marketing journal, 2011, vol. 19, issue 4, 223-229 Abstract: 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. Keywords: Technology Acceptance Model (TAM); Emotional attachment; E-readers; Paper books; Consumer adoption; Mixed methods design (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:19:y:2011:i:4:p:223-229 DOI: 10.1016/j.ausmj.2011.07.004 Access Statistics for this article Australasian marketing journal is currently edited by Roger Marshall More articles in Australasian marketing journal from Elsevier |
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