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

Listed author(s):
  • 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)

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.

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File URL: ftp://147.46.237.98/DP-129.pdf
File Function: First version, 2016
Download Restriction: no

Paper provided by Seoul National University; Technology Management, Economics, and Policy Program (TEMEP) in its series TEMEP Discussion Papers with number 2016129.

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Length: 27 pages
Date of creation: Jan 2016
Date of revision: Jan 2016
Publication status: Published in Telematics and Informatics, Elsevier.
Handle: RePEc:snv:dp2009:2016129
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  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.
  5. McCulloch, Robert & Rossi, Peter E., 1994. "An exact likelihood analysis of the multinomial probit model," Journal of Econometrics, Elsevier, vol. 64(1-2), pages 207-240.
  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.
  7. Gardial, Sarah Fisher, et al, 1994. " Comparing Consumers' Recall of Prepurchase and Postpurchase Product Evaluation Experiences," Journal of Consumer Research, Oxford University Press, vol. 20(4), pages 548-560, March.
  8. Selam Abrham Gebregiorgis & Jorn Altmann, 2012. "IT Service Platforms: Their Value Creation Model and the Impact of their Level of Openness on their Adoption," TEMEP Discussion Papers 201295, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Jun 2012.
  9. Ratneshwar, S & Chaiken, Shelly, 1991. " Comprehension's Role in Persuasion: The Case of Its Moderating Effect on the Persuasive Impact of," Journal of Consumer Research, Oxford University Press, vol. 18(1), pages 52-62, June.
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