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Adoption of Technology for Reading Purposes: A Study of E-Books Acceptance

Author

Listed:
  • Mateus Martins

    (Universidade de Brasília)

  • Josivania Silva Farias

    (Universidade de Brasília)

  • Pedro Henrique Melo Albuquerque

    (Universidade de Brasília)

  • Danilo Santana Pereira

    (Universidade de Brasília)

Abstract

This study aims to verify the acceptance of e-books by identifying the effects of the variables Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Habit, Price Value, and Hedonic Motivation, moderated by Age, Gender and Experience on the intention of use and actual use of this technology. To verify the effects of the relations between these variables, we applied the Unified Theory of Acceptance and Use of Technology 2 model (VENKATESH; THONG; XU, 2012). Out of a universe of 118,456 Brazilian citizens directly involved with education, 1,013 completed an online survey. We analyzed the data via structural equations modeling; we obtained generalized least squares and standard errors via resampling (Jackknife). The study concludes that Habit, Effort Expectancy and Facilitating Conditions are important for the adoption of e-books, and that Age, Gender and Experience are crucial moderators of these relations.

Suggested Citation

  • Mateus Martins & Josivania Silva Farias & Pedro Henrique Melo Albuquerque & Danilo Santana Pereira, 2018. "Adoption of Technology for Reading Purposes: A Study of E-Books Acceptance," Brazilian Business Review, Fucape Business School, vol. 15(6), pages 568-588, November.
    • Handle: RePEc:bbz:fcpbbr:v:15:y:2018:i:6:p568-588
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    References listed on IDEAS

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    Cited by:

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    3. Hera Laxmi Devi Septiani & Ujang Sumarwan & Lilik Noor Yuliati & Kirbrandoko Kirbrandoko, 2020. "Understanding the Factors Driving Farmers to Adopt Peer-to-Peer Lending Sharing Economy," International Review of Management and Marketing, Econjournals, vol. 10(6), pages 13-21.
    4. Fábio Vargas Souza & Fabio Y. S. Motoki & Emerson Wagner Mainardes & Vitor Azzari, 2022. "Public Corporate e-Learning: Antecedents and Results," Public Organization Review, Springer, vol. 22(4), pages 1139-1156, December.
    5. Ashraf Hilal & Concepción Varela-Neira, 2022. "Understanding Consumer Adoption of Mobile Banking: Extending the UTAUT2 Model with Proactive Personality," Sustainability, MDPI, vol. 14(22), pages 1-23, November.
    6. Fang Wang & Tommy Tanu Wijaya & Akhmad Habibi & Yixuan Liu, 2022. "Predictors Influencing Urban and Rural Area students to Use Tablet Computers as Learning Tools: Combination of UTAUT and TTF Models," Sustainability, MDPI, vol. 14(21), pages 1-22, October.
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    8. Mainardes, Emerson Wagner & Souza, Irailton Melo de & Correia, Rogério Dias, 2020. "Antecedents and consequents of consumers not adopting e-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).

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