![]() Providing explanations of an artificial intelligence (AI) system has been suggested as a means to increase users’ acceptance during the decision-making process. The qualitative findings suggest that e-reader adoption may not involve a binary choice between paper and e-formats. Emotional attachment to paper books is found to be weakly and negatively associated with consumers’ attitude toward using e-readers. ![]() ![]() A three-phase study finds support for the TAME, with 64% of the variance explained in consumers’ intentions to adopt e-readers. This speaks to a key deficiency of the TAM, being its focus on cognition at the expense of consumer emotion. Consumers’ attachment to paper books is proposed as a barrier to their adoption of e-readers. We address this gap by testing an extended version of the Technology Acceptance Model (TAM) with emotional attachment (TAME) in this context. ![]() However, no previous marketing study has investigated consumers’ adoption of e-readers for pleasure reading. Several papers in library studies and education have examined e-book consumption for academic reading. E-readers, or devices designed primarily for reading e-books, are taking the world by storm.
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