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An investigation of consumer perceptions of adopting an ereader

Ormston, Sarah (2013) An investigation of consumer perceptions of adopting an ereader. Masters thesis, Dublin, National College of Ireland.

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This study investigates and compares the numerous perceptions that current and potential adopters of ereaders may have.

This paper first examines diffusion of innovation theory, followed by an account of the current ebook and ereader marketplace. This study obtained the perceptions of book consumers, both ereader adopters and nonadopters, through a structured online survey, which was then analysed and discussed leading to numerous conclusions.

In five (relative advantage, compatibility, ease of use, result demonstrability, and visibility) out of seven areas adopters were found to be more positive in their perceptions of using an ereader than nonadopters. Ereader adopters were found, on average, to read more books a month than nonadopters. While participants indentified numerous benefits of using ereaders, such as space saving and purchase convenience, they also highlighted the drawbacks, such as the fact that ereaders don’t emulate the ‘feel’, ‘touch’ and ‘smell’ of a print book. Over 80% of respondents stated that they could not envisage a day without print books.

This study is gives insight into the consumer perceptions of using an ereader. These findings can assist in pin-pointing the areas which necessitate improvement in the next generation of ereading technologies. The ereading experience should be continually improved upon if potential adopters are to be successfully acquired.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Z Bibliography. Library Science. Information Resources > Z004 Books. Writing. Paleography > Electronic Books
Divisions: School of Business > Master of Science in Marketing
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 29 Nov 2013 11:50
Last Modified: 29 Nov 2013 11:50

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