Title: Towards an understanding of low consumer acceptance of an e-Book reader in Taiwan

Authors: Weichen Teng; Yi-Hsiu Cheng

Addresses: Department of International Trade, Chinese Culture University, No. 55, Hwa-Kang Rd., Taipei 111, Taiwan ' School of Continuing Education, Chinese Culture University, No. 231, Sec. 2, Jianguo S. Rd., Taipei 106, Taiwan

Abstract: This study explores the role of need recognition in consumer acceptance of an e-Book reader in Taiwan. The results show that consumers perceive high utility of the reader, but that perception does not associate with their purchase intention. Instead, the intention is driven by need recognition. Antecedents of need recognition and factors affecting the purchase intention are proposed, but the influential levels vary by age. Although adult students have high reading motivation, they do not recognise that they need a reader and think it is substitutable; the need recognition of the reader is mainly geared by innovativeness and self-image motivations rather than utilitarian motivation. The perceived expense acceptability will enhance adult student's purchase intention; however, it has no effect among college students. The findings explain why Taiwanese consumers' acceptance of the reader is low, and the price reduction has no effect on boosting sales of the reader in the college students market.

Keywords: innovativeness motivation; purchase intention; need recognition; perceived brand trustworthiness; trust; perceived expense acceptability; perceived product substitutability; perceived technology utility; self-image motivation; utilitarian motivation; consumer acceptance; e-book readers; e-books; Taiwan; adult students; college students; consumer acceptance; price reduction.

DOI: 10.1504/IJMC.2016.075022

International Journal of Mobile Communications, 2016 Vol.14 No.2, pp.149 - 169

Received: 07 Oct 2014
Accepted: 03 Aug 2015

Published online: 25 Feb 2016 *

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