However, little research has been done to examine the psychological mechanism of how these explanations cause a positive or negative reaction in the user. Providing explanations of an artificial intelligence (AI) system has been suggested as a means to increase users’ acceptance during the decision-making process. The qualitative findings suggest that e-reader adoption may not involve a binary choice between paper and e-formats. Emotional attachment to paper books is found to be weakly and negatively associated with consumers’ attitude toward using e-readers. A three-phase study finds support for the TAME, with 64% of the variance explained in consumers’ intentions to adopt e-readers. This speaks to a key deficiency of the TAM, being its focus on cognition at the expense of consumer emotion. Consumers’ attachment to paper books is proposed as a barrier to their adoption of e-readers. We address this gap by testing an extended version of the Technology Acceptance Model (TAM) with emotional attachment (TAME) in this context. However, no previous marketing study has investigated consumers’ adoption of e-readers for pleasure reading. Several papers in library studies and education have examined e-book consumption for academic reading. E-readers, or devices designed primarily for reading e-books, are taking the world by storm.
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