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ThinkMind // MOBILITY 2012, The Second International Conference on Mobile Services, Resources, and Users // View article mobility_2012_2_30_40158


Examining User Intention Behaviour Towards e-Readers in Japan Using the Decomposed Theory of Planned Behaviour

Authors:
Qazi Mahdia Ghyas
Hirotaka Sugiura
Fumiyo N. Kondo

Keywords: E-reader; DTPB model; User intention; Type of products.

Abstract:
The e-reader is a mobile electronic device designed specifically for reading electronic books. E-readers have captured public attention all over the world, making it essential to better understand the patterns of user adoption and intention behaviour regarding these devices. In this paper, we examine two adoption models, the Theory of Reasoned Action (TRA) and the Theory of Planned Behaviour (TPB), and four Decomposed Theory of Planned Behaviour (DTPB) models with our proposed extended antecedents (hedonic and utilitarian) and determine that the DTPB model-2 is, relatively speaking, the best among all of these models. In terms of the Akaike information criterion (AIC) and the Browne–Cudeck criterion (BCC), the TRA is more accurate than the TPB. However, the other fit index, the Root Mean Square Error of Approximation RMSEA (RMSEA) is not acceptable for the TRA and the TPB (> 0.1) although it is for the DTPB models. As e-readers offer an increasing variety of products to use (e-books, music, applications, etc), this will change users’ beliefs regarding the opportunities that are needed to perform a behaviour. In our conclusion, the utilitarian products offering by e-reader are an important variable that influences consumer intention to use e-book reader, but the variable of hedonic product is not.

Pages: 38 to 45

Copyright: Copyright (c) IARIA, 2012

Publication date: October 21, 2012

Published in: conference

ISSN: 2308-3468

ISBN: 978-1-61208-229-5

Location: Venice, Italy

Dates: from October 21, 2012 to October 26, 2012

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