Usefulness, Enjoyment, and Self-Image Congruence: The Adoption of e-Book Readers
Article first published online: 25 FEB 2013
© 2013 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 30, Issue 4, pages 372–384, April 2013
How to Cite
Antón, C., Camarero, C. and Rodríguez, J. (2013), Usefulness, Enjoyment, and Self-Image Congruence: The Adoption of e-Book Readers. Psychol. Mark., 30: 372–384. doi: 10.1002/mar.20612
- Issue published online: 25 FEB 2013
- Article first published online: 25 FEB 2013
- Consejería de Educación de la Junta de Castilla y León (Spain)
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.