Title: An analysis of consumer behaviour when adopting technological innovation: a Brazilian perspective of e-books

Authors: Márcio De Oliveira Mota; Danielle Miranda De Oliveira Arruda Gomes

Addresses: University of Fortaleza – UNIFOR, Bloco Q, Sala 3, Av. Washington Soares, 1321, Edson Queiroz, Fortaleza-CE, Brazil. ' University of Fortaleza – UNIFOR, Bloco Q, Sala 3, Av. Washington Soares, 1321, Edson Queiroz, Fortaleza-CE, Brazil

Abstract: This study aims to examine college students| perceptions of a technological innovation adoption, called electronic book. The study comprised a descriptive survey. The field survey was conducted with 330 consumers who reported having used an electronic book. The data collected were subjected to statistical tests using the structural equation modelling technique in order to test the proposed model. The originality of the model should be noted, since, in this study, a list evaluation of the determining factors, which lead to the adoption of technology from the college students| perspective, was made. The results show that the main factors leading to the adoption of electronic books have a relative advantage and use facility, suggesting that its adoption is facilitated by the several distribution means available today and increasing productivity following its adoption. Finally, we suggest new studies and indicate whom the results of this study would interest.

Keywords: consumer behaviour; technology adoption; innovation adoption; electronic books; e-books; Brazil; college students; student perceptions.

DOI: 10.1504/IJTMKT.2011.043450

International Journal of Technology Marketing, 2011 Vol.6 No.2, pp.101 - 115

Received: 04 Feb 2011
Accepted: 15 Jul 2011
Published online: 30 Sep 2014 *

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