Article2020

Why digital goods have not replaced traditional goods: the case of e-books

Jeonghun Seo · Hangjung Zo · Hwansoo Lee

34 citations0/0 files storedJournal of Enterprise Information Management

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Library Collection Development and Digital Resources

Abstract

Purpose Electronic books (e-books) have been in the market for decades but have been unable to replace paper books. Previous studies on e-books have failed to identify significant factors affecting the adoption and diffusion of e-books. This study develops a theoretical framework to explain the adoption behavior of e-books from the perspective of user resistance. Design/methodology/approach After a pilot test with 50 e-book users, the research model is validated using a partial least squares structural equation modeling (PLS-SEM) technique. A web-based survey method is used to collect data from a sample of 350 people – selected from Korean e-book users and nonusers – during a week in March 2017. This study tests the reliability and validity of the integrated model of planned behavior and resistance theory and tests the hypotheses with bootstrapping resampling. Findings The results show that four barriers – usage, value, risk and image – cause resistance to change and users with higher resistance have lower intention to use. The moderating effect of self-efficacy between resistance to change and intention to use is confirmed. Self-efficacy interacts not only with the encouraging factors but also with resistance. Originality/value This study expands the understanding of users' adoption behavior of e-books by examining inhibiting factors using a novel integrated model. The findings of this research provide insights for digital product providers, especially e-book publishers, to understand why digital products have not been successful in the marketplace.

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References

1991The theory of planned behavior 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2003User Acceptance of Information Technology: Toward A Unified View1 2018When to use and how to report the results of PLS-SEM 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 1998The partial least squares approach for structural equation modeling.2014Partial least squares structural equation modeling (PLS-SEM)1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics

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