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A novel romance: The Technology Acceptance Model with emotional attachment

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  • Read, Wayne
  • Robertson, Nichola
  • McQuilken, Lisa

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.

Suggested Citation

  • Read, Wayne & Robertson, Nichola & McQuilken, Lisa, 2011. "A novel romance: The Technology Acceptance Model with emotional attachment," Australasian marketing journal, Elsevier, vol. 19(4), pages 223-229.
    • Handle: RePEc:eee:aumajo:v:19:y:2011:i:4:p:223-229
    DOI: 10.1016/j.ausmj.2011.07.004
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    References listed on IDEAS

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    Cited by:

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    6. Adams, Peter & Farrell, Mark & Dalgarno, Barney & Oczkowski, Edward, 2017. "Household Adoption of Technology: The Case of High-Speed Broadband Adoption in Australia," Technology in Society, Elsevier, vol. 49(C), pages 37-47.
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    8. Ingrid Gottschalk & Stefan Kirn, 2013. "Cloud Computing As a Tool for Enhancing Ecological Goals?," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(5), pages 299-313, October.
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