Emotional attachment and multidimensional self-efficacy: extension of innovation diffusion theory in the context of eBook reader

Abstract

Innovation diffusion theory (IDT) has consistently been used to investigate users' technology adoption. However, it neglects the influence of emotions on technology adoption. The study objectives address the integration of emotional attachment and two-dimensional self-efficacy that provides a fresh insight into the investigation of key predictors of eBook reader adoption intention. Quantitative methodology was used and questionnaire data were collected from university students. Probability proportional stratified sampling technique was used to obtain the proportionate sample. The results indicated that the relative advantage, trialability, observability, human-assisted self-efficacy, and individual self-efficacy significantly influence the adoption of eBook readers. However, emotional attachment to paper books negatively influences the relationship between user attitude towards eBook readers and adoption of eBook readers. The results indicate a good measurement model fit and confirmed the validity and reliability of the framework. The integrated framework will be useful in understanding the behavioural and emotional factors associated with the adoption of eBook readers. Moreover, a better understanding of the contributions of assisted and individual self-efficacy for the adoption of any new product or technology will be obtained. The proposed integration will help the managers before introducing a new product in the target market by considering the users' emotional attachment to prior products.

Pleasure in the use of new technologies: the case of e-book readers

“…Similarly, following this reasoning, that is, the direct effect of appraisals on consumer behaviour, and in line with the findings by Waheed et al (2015) regarding the negative influence of emotional attachment to paper books on intention to use the e-book reader, we maintain that consumers' perceived incompatibility with this device will spark a rational tendency to use it less frequently and to keep reading in paper format. Thus, …”

“…Despite introducing emotional elements as determinants of adoption intention, the extant literature holds that adoption is conditioned by attitude towards the technology (Jung et al, 2011;Read et al, 2011;Shin, 2011;Lee, 2013;Jin, 2014;Waheed et al, 2015). These works overlook the fact that readers seek pleasure.…”

“…While previous works have concluded that the main determinant of the intention to use this technology is attitude (Jung et al, 2011;Read et al, 2011;Lee, 2013;Jin, 2014;Waheed et al, 2015), we place the emphasis on the pleasure derived from using it. E-readers will be used only if the perceived advantages (mainly the reading features and the possibility of free downloading) make the individual enjoy a pleasant experience when using the e-reader.…”

“…Most of the empirical research has studied the determinants of adoption and diffusion from models that extend the application of TAM (Read et al, 2011;Shin, 2011;Lai and Chang, 2011;Lee 2013;Aharony, 2014;Jin, 2014;Williams et al, 2014) or IDT (Jung et al, 2011;Huang and Hsieh, 2012;Waheed et al, 2015) to explain the adoption of ebooks or e-readers. In these models, adoption of the technology has mostly been conditioned by cognitive or rational motives (e.g., perceived ease-of-use and usefulness, convenience, compatibility or media richness), with few works (Antón et al, 2013;Ferreira et al, 2014;Torres et al, 2014;Chen, 2015) considering the role of more emotional motives (enjoyment, playfulness, entertainment or pleasure).…”

Why doesn’t everyone love reading e-books?

“…2 We know that this kind of emotional attachment to print books can affect the users' attitudes to e-books negatively, 3 but in this article I will try to look beyond the emotional aspects and present some of the more objective difficulties that users, especially students in higher education, experience when they read e-books. I will begin with a discussion of the devices used for reading e-books.…”