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Identifying Key Drivers and Bottlenecks in the Adoption of E-Book Readers in Korea

Author

Listed:
  • Dongnyok Shim

    () (College of Engineering, Seoul National University)

  • Jin Gyo Kim

    () (Graduate school of Business, Seoul National University)

  • Jorn Altmann

    () (College of Engineering, Seoul National University)

Abstract

This study seeks to describe the dynamic effects of innovation characteristics and consumer innovativeness as conditioned by consumer decision making in the Korean E-book reader market. Dedicated Korean E-book readers have received little research attention over the last few years, as consumers’ interest in E-book readers has not been as high as was expected. This study identifies the barriers and bottlenecks impacting Korean consumers’ adoption of dedicated E-book readers based on the theories of innovation adoption and consumer behavior. Our estimation results indicate that complexity was the main bottleneck blocking the adoption of dedicated E-book readers in every decision-making stage (cognitive-affective-behavioral), whereas observability was the driver stimulating adoption in every stage. Moreover, the relative advantage of dedicated E-book readers is significant only in the affective stage, while compatibility is meaningful only in the behavioral stage. The results of this study provide useful guidelines to help marketers and engineers design dedicated e-book readers and promote them in Korea.

Suggested Citation

  • Dongnyok Shim & Jin Gyo Kim & Jorn Altmann, 2016. "Identifying Key Drivers and Bottlenecks in the Adoption of E-Book Readers in Korea," TEMEP Discussion Papers 2016129, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Jan 2016.
  • Handle: RePEc:snv:dp2009:2016129
    as

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    File URL: ftp://147.46.237.98/DP-129.pdf
    File Function: First version, 2016
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    References listed on IDEAS

    as
    1. McFadden, Daniel, 1980. "Econometric Models for Probabilistic Choice among Products," The Journal of Business, University of Chicago Press, vol. 53(3), pages 13-29, July.
    2. Netsanet Haile & Jorn Altmann, 2015. "Value Creation in Software Service Platforms," TEMEP Discussion Papers 2015123, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Sep 2015.
    3. Venkatraman, Meera P. & Price, Linda L., 1990. "Differentiating between cognitive and sensory innovativeness : Concepts, measurement, and implications," Journal of Business Research, Elsevier, vol. 20(4), pages 293-315, June.
    4. B. Vandecasteele & M. Geuens, 2008. "Motivated Consumer Innovativeness: Concept and Measurement," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/532, Ghent University, Faculty of Economics and Business Administration.
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    6. Netsanet Haile & Jörn Altmann, 2016. "Structural analysis of value creation in software service platforms," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(2), pages 129-142, May.
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    More about this item

    Keywords

    : Innovation Adoption Theory; Hierarchy of Effects Model; Innovativeness; Multivariate Probit Model; E-Book Reader; South Korea.;

    JEL classification:

    • C11 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Bayesian Analysis: General
    • C31 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Cross-Sectional Models; Spatial Models; Treatment Effect Models; Quantile Regressions; Social Interaction Models
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D85 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Network Formation
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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