Usefulness, Enjoyment, and Self‐Image Congruence: The Adoption of e‐Book Readers

Abstract

One challenge when launching new technologies is to overcome consumer resistance to change so as to accelerate market acceptance. This is the case of e‐book readers. The present study investigates individuals’ perceptions of the utilitarian and hedonic values of such devices and their congruence with self‐image as determinants of adoption. Additionally, consumer profile and familiarity with the new technology as a whole influence individuals’ perceptions of this particular technology and its congruence with self‐image. Findings show that perceived enjoyment and self‐image congruence complement perceived usefulness in forging a favorable attitude toward e‐book readers and adoption intention, and that knowledge proves essential in the adoption process. Moreover, people highly involved with reading tend to perceive e‐book readers as useless, which hampers their adoption.

O Processo de Consumo de E-Books: Enquadramento e Antecedentes da Intenção de Uso

“…No contexto do processo de consumo, considera-se que uma atitude positiva face a um produto é uma detreminante importante para a intenção de adopção desse mesmo produto (ANTÓN et al, 2013). A atitude de um consumidor é, assim, uma variável importante no que toca à previsão da intenção comportamental, pelo que, quanto mais positiva for a atitude, maior é a probabilidade de um comportamento positivo (TSAI, 2012).…”

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

“…It reflects the positive-negative valence of emotion and ranges from unpleasant (e.g., unhappy) to pleasant (e.g., happy). Prior literature on e-reader adoption has considered emotions measured in terms of enjoyment (Antón et al, 2013) or playfulness (Torres et al, 2014).…”

The EFFECT OF USEFULNESS, EASE OF USE, AND ENJOYMENT TOWARDS ATTITUDE AND INTENTION TO USE E-Reader: STUDY ON JAKARTA STATE UNIVERSITY’S STUDENTS

“…Anton, Camarero, dan Rodriguez (2013) meneliti mengenai intensi untuk mengadopsi perangkat pembaca buku elektronik (electronic book reader atau ereader). Mereka membuktikan bahwa orang berniat untuk menggunakan e-reader karena sikap positif yang ditimbulkan produk ini atas dasar; fungsi utilitariannya yaitu kemudahan (ease of use) dan kegunaan (usefulness) e-reader sebagai perangkat untuk membaca dan menyimpan e-book, serta fungsi hedonis yaitu kesenangan (enjoyment) yang dirasakan pengguna ketika menggunakan e-reader (Anton, Camarero, & Rodriguez, 2013). …”

“…Di beberapa negara, teknologi e-reader harus menghadapi keengganan masyarakat untuk berpindah dari buku konvensional (Anton, Camarero, & Rodriguez, 2013). Anton, Camarero, dan Rodriguez (2013) berhasil membuktikan bahwa perceived usefulness, perceived ease of use, dan perceived enjoyment mempengaruhi attitude terhadap e-reader secara positif dan pada akhirnya mengakibatkan timbulnya intention untuk menggunakan e-reader tersebut.…”