THE IMPACT OF CONTENT TYPE AND

AVAILABILITY ON eBOOK READER ADOPTION

RUSSELL TORRES
University of North Texas
Denton, Texas 76203

VESS JOHNSON
University of North Texas
Denton, Texas 76203

ABSTRACT
eBooks and eBook readers represent a major technology
discontinuity for those involved in the creation, publication,
distribution, and consumption of written material ranging from
books to magazines. Emerging from this disruption is an important
new market, ultimately driven by the individual adoption of
mobile eBook readers. This paper views mobile eBook readers
as content delivery platforms and argues that both content type
and availability, concepts underrepresented in the adoption
literature, are important in the cognitive processes that regulate
adoption behavior. To that end, a conceptual model based on the
technology acceptance model (TAM), motivation theory, and
constructs representing utilitarian and hedonic content availability
is developed. The model is empirically tested using a survey of
university students and analyzed using Partial Least Squares. The
study finds that content is an important factor in eBook reader
adoption and that traditional books are still preferred over eBooks
by a three to one margin.
Keywords: eBook, mobile, adoption, playfulness, TAM,
content availability
INTRODUCTION
It is difficult to argue against the growing commercial success
of mobile eBook readers. However, the road to success has not
been without trials and tribulations. The initial mobile eBook
reader offerings in the late 1990s enjoyed limited market success.
This may have been partially due to consumers unwillingness to
give up the tactile reading experience associated with traditional
books. Perhaps there was not enough digital content available
to sustain these early devices [21]. It is quite possible that
technological advances such as the development of E ink were
required to make such devices viable. Whatever the reason, with
the introduction of Amazon Kindle in 2007, the mobile eBook
reader market exploded.
The impact of eBooks and eBook readers on the printed
media industry is far reaching. eBook technology represents
a major discontinuity for every aspect of the industry, from
creation to distribution [21; 25]. Today, mobile eBook readers
such as the Amazon Kindle, the Barnes and Noble Nook, and
eBook-capable multi-function tablets such as the Apple iPad and
Samsung Galaxy are becoming an increasingly important part
of our digitally connected lives. According to International Data
Corporation [24], in 2010 12.8 million mobile eBook readers were
shipped, a 325% increase over the previous year [24]. Despite this
rapid growth in eBook reader sales, only about 11% of the US
market has been penetrated [39]. This suggests that, while there
is room for continued growth, some level of market resistance
may still exist. Therefore, an expanded understanding of adoption
phenomena in this dynamic market is needed.
42

BENJAMIN IMHONDE
University of North Texas
Denton, Texas 76203

While much of the market demand for eBook readers is

undoubtedly related to consumers pursuing reading for pleasure,
it is important to note that utilitarian factors may also influence
the demand for these devices. Apple recently announced support
for iPad textbooks and has released the software necessary for
textbook creation [1]. This corresponds with predictions that
eBooks will continue to grow in importance in education due to
their advantages over traditional printed media (e.g., portability,
searchable, etc.) [36]. In addition to growing interest in the
academic setting, the business community is showing increased
interest in eBook readers as well. This is evidenced by marketing
campaigns that specifically target business users [29] and support
for business document formats [4].
Though interest in mobile eBook readers appears to be
increasing, their ultimate market success depends upon the
purchase of these devices by individuals. Some research exists
which provides insight into adoption behaviors in this context,
however much of it fails to recognize unique characteristics of the
eBook reader as a content delivery platform. The purpose of this
paper is to empirically examine the adoption of mobile eBook
readers in order to better understand the role of content in the
adoption decision making process. Using a survey of university
students, we explore the impact of utilitarian and hedonic content
availability on eBook reader adoption. We utilize the technology
acceptance model (TAM), which has been widely used in a broad
range of IS research [13; 48; 57], as well as motivation theory [9;
10; 45; 52; 53], which has been used across numerous disciplines
to explain human behaviors, to guide our investigation. This study
contributes to the adoption literature by demonstrating that both
content type and content availability are important in the context
of eBook reader adoption. This finding yields practical insights
for improving the marketability of these devices. In the broader
context of information systems, this study demonstrates that
hardware diffusion is intimately related to perceptions related to
software available for the platform.
The remainder of this paper is organized as follows. First,
a review of relevant prior work on the topic of eBook and
mobile eBook reader adoption is conducted. Second, theoretical
foundations are established and a conceptual model is offered,
along with arguments supporting hypothesized relationships.
Third, the methodological approach and the details of the study
are presented. Finally, results and implications of this research for
both theory and practice are described.
BACKGROUND
We begin our review of the extant literature on mobile eBook
reader adoption by defining relevant terms in order to clearly
delineate the boundaries of our research. The term eBook is
ambiguous and has been used to refer to both dedicated eBook
readers or to digital content [35]. For the purposes of this study,

Journal of Computer Information Systems

Summer 2014

the term eBook shall refer exclusively to digital content and

mobile eBook reader shall refer to a mobile device capable of
supporting eBook digital content. These devices include dedicated readers such as the Amazon Kindle, multifunction tablets
such as the Apple iPad, and smartphones if used for reading
purposes. Desktop and Laptop computers are not considered
in this study.
The extant literature on the role of content in eBook adoption
is sparse and topics of study vary widely. However, this research
stream can be broadly classified based on research focus. First,
we review current research which considers eBook/eBook reader
adoption from a consumer oriented perspective. We then examine
adoption literature that views eBooks and eBook readers in a
pedagogical context.
Consumer Oriented Research
As expected given the recent popularity of mobile eBook
readers in the market, much of the current adoption literature
focuses on factors affecting consumer adoption. While many of
these studies suggest that digital content is an important factor
related to the adoption of mobile eBook readers, few researchers
empirically test this claim. For instance, Chou, Stu, and Lin [5]
use customer observations and interviews to assess pre- and postpurchase attitudes and normative beliefs. This study concludes
that prior to adoption; individuals are motivated primarily by
normative beliefs about eBook readers. After adoption, users are
influenced by attitudes derived from the capabilities of the device.
Chou et al. additionally stress the importance of eBook content,
but limit its consideration only to continuation of use and do not
evaluate the importance of content in the initial adoption decision
making process [5].
Two studies of Taiwanese consumers examine mobile eBook
reader adoption phenomena through the theoretical lens of the
Technology Acceptance Model (TAM). Hui-Yi et al. [23] draw
upon TAM as well as the Unified Theory of Acceptance and
Use of Technology (UTAUT) and find support for performance
expectancy, effort expectancy, social influence and attitude toward
using technology as antecedents to behavioral intention to adopt.
While the study acknowledges the importance of content to eBook
readers, Hui-Yi et al. stop short of empirically testing the role
of content. In addition, Lai and Chang [30] offer a study which
concludes that convenience, compatibility and media richness, in
addition to perceived usefulness and perceived ease of use are
significant predictors of adoption intention. Lai and Chang also
recognize the importance of content in the adoption process, but
consider only media richness without examining content type or
availability.
Jung et al. [27] draw on diffusion of innovation theory as well
as the uses and gratification framework to develop a model in
which awareness, interest, and intention to use are examined in
the context of media use, need for gratification from print media,
digital media ownership, personal innovativeness, and perceived
innovation attributes. Through uses and gratification, Jung et al.
argue that individuals seek various content types in order to satisfy
psychological needs [27]. Lee [32] makes similar observations
but examines both innovation and innovation resistance finding
the former a significant predictor of perceived ease of use and
the latter a partial mediator of both perceived ease of use and
perceived usefulness. The study further argues for future research
on the role of content genres on the eBook reader adoption
process.
Summer 2014

Two additional consumer oriented studies examine eBook

content. Loebbecke et al. [35] suggest that content flexibility is
an important component of the adoption decision making process
and examine the impact of Digital Rights Management (DRM)
on content assessment. The authors find that digitally protected
eBooks are viewed as less valuable to consumers than eBooks
which are not protected by DRM [35]. In another study Shin [46]
notes the importance of content quality on eBook continuance
intention and investigates with a model extended from the uses
and gratifications theory. Shin concludes that gratification is an
important component of continued eBook usage [46].
Hence, consumer oriented research is quite broad and heavily
focuses on high-level factors impacting adoption. While content
is acknowledged as an important to eBook reader adoption,
there has been no research that explicitly considers the impact of
different content types (utilitarian and hedonic) on adoption.
Learning Oriented Research
Contrary to the approach in consumer oriented research,
studies conducted in pedagogical settings have tended to be more
explicit about recognizing eBook content as either hedonic or
utilitarian. However, much of this research is descriptive rather
than theoretically grounded and empirical in nature. For instance,
Foasberg [14] examines mobile eBook reader adoption in the
collegiate environment through the use of a descriptive survey in
order to assess their popularity among students. Foasberg finds
that mobile eBook readers have limited uptake among students
and that those that are actively reading eBooks are doing so
primarily for hedonic rather than utilitarian (academic) reasons
[14].
Wu and Chen [59] provide insight into how students utilize
eBooks in those rare instances in which their goals are primarily
utilitarian. Through interviews with students, the authors find
that students often use eBooks for search capabilities in order to
scan content quickly and determine if they should then request
paper versions. The authors note that students prefer libraries to
maintain content in both formats and acknowledge the difficulties
most libraries have in accommodating such preferences [59].
Several studies have sought to better understand adoption in
the context of a specific field of study or in pursuit of a specific
pedagogic goal. As expected, these studies view eBook readers
and their associated content from a highly utilitarian perspective.
Letchumanan and Tarmizi [33] examine eBook adoption among
undergraduate engineering students. The authors conclude that
perceived usefulness and attitude have a significant positive
effect on intention to use. Weisberg [56] examines eTextbooks in
the context of the classroom and concludes that cost, perceived
benefit in the classroom, and recommendation of the instructor are
significant predictors of adoption behaviors. Weisberg also notes
that the use of eTextbook had no discernible impact on learning
outcomes, however others have drawn alternative conclusions [cf.
17; 49].
Thus, while learning oriented research offers support for the
consideration of both hedonic and utilitarian content, there is a
lack of empirical research.
THEORY DEVELOPMENT
We have chosen to use the technology acceptance model
(TAM) as our theoretical lens through which to explore factors
that influence eBook reader adoption. We extend TAM using

Journal of Computer Information Systems

43

motivation theory and two developmental constructs that

represent utilitarian and hedonic content availability.
TAM[8] is adapted from the Theory of Reasoned
Action (TRA) [13] and characterizes behavioral intent
to use a technology in terms of its perceived ease of
use and perceived usefulness. TAM is widely used in
IS research [48; 57], and perceived ease of use and
perceived usefulness are among the top five most
utilized IS research constructs [26]. Thus, TAM has
widespread acceptance and its predictive power is well
recognized in the IS research community. In the context
of general IS adoption literature, a number of other
models have been employed. These models include
the Theory of Planned Behavior (TPB) [3], Diffusion
of Innovation (DOI) Theory [44] and Unified Theory
Figure 1. Research Model
of Acceptance and Use of Technology (UTAUT) [55],
among others. However, as previously noted, much of
In order to account for extrinsic and intrinsic factors, and for
the investigation of mobile eBook reader adoption draws on TAM
consistency with prior research on the adoption of technologies
for its theoretical underpinnings. For consistency and comparison
with both utilitarian and hedonic uses, the present paper couples
with other studies, this research follows in that tradition. Figure 1
perceived usefulness with perceived playfulness [19; 31; 47; 50;
presents the research model used in this study.
51; 54] in order to capture a more complete view of the value
provided by mobile eBook readers. Perceived usefulness is the
Based on TAM and extant mobile eBook reader adoption
degree to which the individual believes that the system enhances
literature, the following hypotheses are offered:
his or her ability to perform a task [8]. Perceived playfulness is
the perceived pleasure that the individual gains [47] through the
Hypothesis 1: Perceived usefulness has a positive effect on
use of mobile eBook readers. As we conceptualize technology
behavioral intention to use mobile eBook readers.
as either utilitarian or hedonic, we extend the TAM relationship
Hypothesis 2: Perceived ease of use has a positive effect on
between the perceived ease of use construct and perceived
behavioral intention to use mobile eBook readers.
usefulness to the perceived playfulness construct as this is simply
Hypothesis 3: Perceived ease of use has a positive effect on
another reflection of technology usefulness. Thus, we offer the
perceived usefulness of mobile eBook readers.
following hypotheses:
Hypothesis 4: Perceived playfulness has a positive effect
on behavioral intention to use mobile eBook readers.

Extrinsic Versus Intrinsic Motivations

TAM has often been extended to include additional constructs
that influence behavioral intention to use. It is widely accepted
that there are both hedonic and utilitarian aspects to information
technologies [54]. Additionally, studies have shown support for
both intrinsic motivations (e.g., enjoyment, joy, playfulness)
as well as extrinsic motivations (e.g., usefulness) positively
influencing behavioral intention to adopt technology [e.g., 37;
54; 60]. In this study we extend TAM to include both motivating
factors.
When considering behavioral intention to use mobile
eBook readers, both extrinsic and intrinsic motivations must
be considered. Extrinsic motivations are those factors that improve the performance of an activity or result in a tangible
reward for the user. As such, these motivations tend to be utilitarian in nature. Intrinsic motivations include emotional
rewards such as satisfaction, pleasure, enjoyment, playfulness
or joy [52; 53]. In the context of systems with both utilitarian
and hedonic uses, extrinsic and intrinsic motivations are often
used in order to better understand adoption phenomena [e.g., 19;
34; 47; 54].
Mobile eBook readers can be used to access content that
is either of a utilitarian nature (e.g. technical papers, manuals,
study materials, etc.) or content that is more focused on reader
enjoyment (e.g., novels, newspapers, magazines, etc.). It is
reasonable to believe that for mobile eBook readers to enjoy
market success, they must be able to provide some level of both
extrinsic and intrinsic value to the reader.
44

Hypothesis 5: Perceived ease of use has a positive effect on

perceived playfulness.
Content Availability
As previously noted, there have been a number of studies
which have examined various aspects of mobile eBook readers in
order to assess which factors are perceived positively or negatively
by potential users. While content is addressed in several of these
studies as an issue [5; 6; 12; 28; 40], there is a general lack of
research that indicates whether content type and availability play
a direct role in mobile eBook reader adoption.
Studies have shown that there is a perceived difference between
content that is utilitarian in nature such as school texts, journal
articles, technical manuals, and training manuals and hedonic
content such as newspapers, magazines, and popular fiction [12;
28; 40]. Additionally, in the context of eBook readers, hedonic
content is perceived as more readily available than utilitarian
content [6; 12; 28; 40]. More importantly, content availability
has been previously demonstrated to be an important determinant
of adoption behaviors among consumers. For instance, Gandal,
Kende, and Rob [15] demonstrated that the diffusion of CD
players is greatly affected by the availability and variety of
compact discs.
As content availability is theorized to be important to user
perceptions of both hedonic and utilitarian usefulness, two
content availability constructs were added to the model. Hedonic

Journal of Computer Information Systems

Summer 2014

content availability is hypothesized as a predictor of the hedonic

construct, perceived playfulness. Utilitarian content availability is
hypothesized as a predictor of the utilitarian construct, perceived
usefulness. In summary we offer the following hypotheses:
Hypothesis 6: Hedonic content availability has a positive
effect on perceived playfulness.
Hypothesis 7: Utilitarian content availability has a positive
effect on perceived usefulness.
METHOD
Study Context and Sample
A sample was obtained using a survey instrument administered
to undergraduate students in the colleges of Business and
Information Science at a large university in the Southwestern
United States. While it has been suggested that student
samples may produce responses which differ from non-student
populations [41], a student sample was deemed appropriate as
they represent an obvious market for mobile eBook readers [30].
In addition, students have been shown to be familiar with other
mobile technologies [11], and are therefore well suited to provide
insightful answers that indicate predictors of adoption behaviors
in the broader market. Finally, eBook readers and tablet PCs have
been observed to be as popular among adults in their thirties and
forties as they are with young adults [61], suggesting samples
drawn from student populations are externally valid.
Surveys were administered in both paper and electronic online
formats. Students were given a brief explanation of the study and
encouraged to provide candid responses. Instructions, both verbal
and written, indicated that all data would be aggregated and that
individual responses would remain anonymous. Some students,
at the discretion of the instructor, received extra credit for
participation in the study. Any student who chose not to participate
was given the opportunity to participate in an alternative project
for equivalent extra credit.
The sample consisted of two hundred and eighty-seven
student responses collected over a three-week period. Thirty-one
observations were omitted due to incomplete data, invalid data, or
insufficient time spent completing the survey (less than 3 minutes).
This resulted in two hundred and fifty-six usable responses, or an
89.2% usable response rate. General demographic information
for respondents is shown in Table 1. 56% of the respondents were
male while 44% were female. Eighteen to twenty-five year olds
made up the majority of the respondents representing 79% of
those surveyed and approximately half of those surveyed, 54%,
earned less than $20,000 per year.

Operationalization of Constructs
Where possible previously validated scales were used to
measure the study constructs. Scales for behavioral intention,
perceived usefulness and perceived ease of use were adapted for
the mobile e-book reader context from those utilized by Agarwal
and Karahanna [2]. Measurement of the perceived playfulness
construct was achieved through the adaptation of items from
Sledgianowski and Kulviwat [47].
Satisfactory scales which measure hedonic and utilitarian
content availability could not be located in the literature.
Therefore, items for these scales were developed based on the
authors conceptualization of these constructs and previous
research on similar topics. Items for all constructs then went
through a review process to ensure high reliability and validity.
A panel of IS researchers reviewed all questions and instructions
for clarity and applicability to the research study at hand. After
final revisions, the questions were assembled in paper-based
and electronic online surveys and measured on a 7-point Likert
scale where 1=Strongly Disagree and 7=Strongly Agree. Table
2 provides item details and descriptive statistics for each survey
item.
DATA ANALYSIS
Data analysis was conducted primarily using SmartPLS [43],
a Partial Least Squares (PLS) analysis solution. TAM-based
relationships have been well studied and as such, the goal of the
present paper is related to prediction of adoption intention as
opposed to confirmation of structural relationships. As such, PLS
is the preferred structural equation modeling technique in this
study [18]. Data analysis was conducted using a two-step process.
First, the outer, or measurement, model was evaluated to confirm
reliability and validity of the reflective constructs. Second, the
inner, or structural model, was evaluated in order to assess the
models predictive power.
Measurement Model Assessment
Table 3 provides a summary of measurement model assessment
statistics. The measurement model was assessed in terms of
internal consistency reliability, indicator reliability, convergent
validity, and discriminant validity as suggested by Hair et al.
[18]. Common method bias was then assessed in order to ensure
no threat to validity was introduced through the use of a single
measurement method.
The internal consistency of each measure was assessed in
multiple ways in order to demonstrate reliability. Cronbachs alpha

Table 1. General Demographic Data

Gender

Age

Household Income

Male

144

56%

18-21

125

49%

<= $19,999

138

54%

Female

112

44%

22-25

76

30%

$20,000-39,999

53

21%

26-29

23

9%

$40,000-59,999

27

11%

30-33

3%

$60,000-79,999

0%

34-37

3%

$80,000-99,999

0%

38-41

1%

>= $100,000

38

15%

42+

13

5%

Summer 2014

Journal of Computer Information Systems

45

Table 2. Survey Instrument

Construct

Questions

Adapted From

Behavioral Intention

BI1: I plan to use a mobile eBook reader in the future.

Agarwal &
Karahanna [2]

Mean: 4.752
Std Dev: 1.602

BI2: I will buy a digital book for use on a mobile eBook reader in the future.
*BI3: I anticipate using a mobile eBook reader in the future.
*BI4: I will use a mobile eBook reader in the future.
*BI5: It is very likely that I will use a mobile eBook reader in the future.
BI6: I intend to use a mobile eBook reader in the future.

Perceived Usefulness

PU1: Using a mobile eBook reader enhances my effectiveness in college or at work.

Mean: 4.403
Std Dev: 1.328

PU2: Using a mobile eBook reader enhances my productivity in college or at work.

PU3: A mobile eBook reader is useful in my college or work activities.
PU4: Using a mobile eBook reader improves my performance in college or at work.

Perceived Ease of Use

PEOU1: Learning to operate a mobile eBook reader is easy for me.

Mean: 5.087
Std Dev: 1.359

PEOU2: It easy to get a mobile eBook reader to do what I want it to do.

PEOU3: It is easy for me to become skillful at using a mobile eBook reader.
PEOU4: A mobile eBook reader is easy to use.

Perceived Playfulness

PP1: Using a mobile eBook reader is enjoyable.

Mean: 4.616
Std Dev: 1.469

PP2: Using a mobile eBook reader is fun.

PP3: Using a mobile eBook reader makes me happy.
PP4: Using a mobile eBook reader stimulates my curiosity.
PP5: Using a mobile eBook reader arouses my imagination.

Hedonic Content
Availability

When reading digital content for Pleasure.

HCA1: reading material is easy to find
HCA2: it is easy to access digital content
HCA3: there is a large volume of content available
HCA4: I can find the titles I am looking for
HCA5: there is a good selection of content available
HCA6: it is easy to locate a specific title

Developmental

Utilitarian Content
Availability

When reading digital content for School or Work.

UCA1: reading material is easy to find

Developmental

Mean: 4.429
Std Dev: 1.511

UCA2: it is easy to access digital content

UCA3: there is a large volume of content available
UCA4: I can find the titles I am looking for
UCA5: there is a good selection of content available
UCA6: it is easy to locate a specific title

Mean: 5.335
Std Dev: 1.338

Agarwal &
Karahanna [2]

Agarwal &
Karahanna [2]

Sledgianowski &
Kulviwat [47]

* Item represents an extension of the original scale

statistics were calculated for each construct and observed values

were assessed. In early research phases, values as low as 0.60 are
considered acceptable, while in later phases, values should exceed
0.70 in order to demonstrate adequate reliability [38]. Observed
values are all in excess of 0.920, suggesting all measures are
highly internally consistent. However, as the Cronbachs alpha
statistic assumes that all measures are equally reliable [22],
composite reliability was also calculated. Composite reliability is
preferable in PLS as it accounts for variation in reliability among
factors and follows the same general guidelines for evaluation as
Cronbachs alpha [18]. In this model, composite reliability values
are all larger than 0.940, which provides further evidence of high
reliability.
Indicator reliability was assessed through the evaluation of
each indicators absolute standardized loading which should
46

exceed 0.70 [18]. No values were observed to fall below 0.80,

demonstrating high indicator reliability.
Convergent validity was assessed through examination of AVE
values which should demonstrate that the latent variable explains
at least half of its indicators variance [22]. All observed AVE
values exceed 0.74, which indicates good convergent validity
[18].
Discriminant validity was assessed in two ways. First,
the square root of AVE for each latent variable is greater than
the correlation of that variable with all other latent variables,
demonstrating that the Fornell-Larcker criterion is satisfied and
indicates good discriminate validity [18; 22]. In addition, factor
analysis was run in SPSS 19 with varimax rotation. The perceived
playfulness construct items loaded cleanly with factor loadings
above 0.60 and cross-loadings below 0.5. All other items loaded

Journal of Computer Information Systems

Summer 2014

Table 3. Measurement Model Assessment Summary

Scale
Item

Standardized
Loading

BI1
BI2
BI3
BI4
BI5
BI6

0.9479
0.9107
0.9455
0.9677
0.9431
0.9622

PP1
PP2
PP3
PP4
PP5

0.8970
0.9179
0.8940
0.8672
0.8001

PU1
PU2
PU3
PU4

0.9206
0.9160
0.9030
0.8944

PEOU1
PEOU2
PEOU3
PEOU4

0.9231
0.9104
0.9332
0.9034

HAC1
HCA2
HCA3
HCA4
HCA5
HCA6

0.8487
0.8749
08325
0.8565
0.8960
0.8565

UCA1
UCA2
UCA3
UCA4
UCA5
UCA6

0.8597
0.8721
0.8762
0.8961
0.8732
0.8413

Alpha

Composite
Reliability

AVE

BI

0.977

0.981

0.896

0.946

0.924

0.943

0.768

0.714*

0.876

0.929

0.950

0.826

0.541*

0.617*

0.909

0.937

0.955

0.842

0.454*

0.630*

0.537*

0.918

0.929

0.945

0.742

0.526*

0.448*

0.403*

0.526*

0.861

0.941

0.949

0.757

0.056

0.003

0.210*

0.056

0.300*

PP

Factor Correlations
PU
PEOU

HCA

*Correlation is significant at the 0.01 level (2-tailed)

Note: The shaded numbers are the square root of the Average Variance Extracted (AVE)

Figure 2. Structural Model

Summer 2014

Journal of Computer Information Systems

47

UCA

0.870

Table 4. Summary of Hypothesis Tests

Hypothesis

Path Coefficient

Supported

Hypothesis 1: Perceived usefulness has a positive effect on behavioral intention to use mobile
eBook readers.

0.171

Yes

Hypothesis 2: Perceived ease of use has a positive effect on behavioral intention to use mobile
eBook readers.

-0.041

No

Hypothesis 3: Perceived ease of use has a positive effect on perceived usefulness of mobile
eBook readers.

0.526

Yes

Hypothesis 4: Perceived playfulness has a positive effect on behavioral intention to use mobile
eBook readers.

0.631

Yes

Hypothesis 5: Perceived ease of use has a positive effect on perceived playfulness.

0.545

Yes

Hypothesis 6: Hedonic content availability has a positive effect on perceived playfulness.

0.161

Yes

Hypothesis 7: Utilitarian content availability has a positive effect on perceived usefulness.

0.180

Yes

Table 5. eBook Preferences

Preferred Device

Reading For Pleasure

Reading for Work/School

Kindle

35

14%

eBooks

73

29%

eBooks

66

26%

Nook

10

4%

Traditional

183

71%

Traditional

190

74%

Sony Reader

0%

BeBook

0%

iPad

56

22%

Asus Eee Pad

0%

Sony Tablet

0%

Other

43

17%

None

109

43%

cleanly with loadings greater than 0.75 and cross-loadings less

than 0.30. This further indicates good discriminant validity [16].
Common method variance was addressed in two ways in
this study. These techniques included the use of theoretically
unrelated marker variables as suggested by Craighead et al.
[7]. Additionally, attempts were made to create psychological
separation by inserting contextual shifts in questionnaire itself.
Both approaches have been suggested as preventative measures
for common method bias [7].
Common method bias was also assessed through the use of
Harmans one-factor test [20]. Using SPSS (vers.19), un-rotated
principal components factor analysis and principal component
analysis with varimax rotation were conducted. If common
method variance is present, a single factor should emerge from
the factor analysis [42]. Alternatively, one general factor will
account for the majority of the covariance among the variables
(Ibid). Our results show that six factors account for 81.23% of the
variance in the data. 19.35% of the variance is accounted for by
the first factor. As this does not represent a majority, no general
factor is apparent.
Structural Model Assessment
The overall model explains 52.7% of the variance related to
behavioral intention to use eBooks through the combined effects
of perceived playfulness and perceived usefulness. Hedonic
content availability and perceived ease of use account for 41.5%
48

of the variance explained in perceived playfulness. Utilitarian

content availability together with perceived ease of use account
for 32% of the variance explained in perceived usefulness. All
the relationships in the model are significant at p < 0.05 with
the exception of the relationship between perceived ease of use
and behavioral intention to use eBooks. Path coefficients and
explained variances are summarized in Figure 2.
DISCUSSION
In this study we propose and empirically test a theoretical
model based on TAM which includes perceived playfulness as
well as hedonic and utilitarian content availability constructs
in order to describe behavioral intention to use mobile eBook
readers. We found support for 6 of our 7 hypotheses. While the
relationship suggested by TAM between perceived ease of use
and behavioral intention is not supported in this study, a posthoc analysis of the data reveals that in the absence of perceived
playfulness, the relationship between perceived ease of use and
behavioral intention to use is indeed significant. This suggests that
the effect of ease of use is mediated by perceived usefulness and
perceived playfulness. Table 4 provides a summary of hypothesis
test results as well as the associated path coefficients.
Table 5 indicates that the Apple iPad was the most used e-book
reader (22%) followed by Amazons Kindle (14%) and Barnes
and Nobles Nook (4%). However, 53 participants, 17% of those
surveyed, indicated that they utilized devices other than those

Journal of Computer Information Systems

Summer 2014

listed for accessing digital content. Perhaps more interesting is

the strong preference respondents expressed for paper books
over eBooks regardless of the content type. Traditional paper
books are preferred by a 3-to-1 margin, regardless of whether the
respondent reads for utilitarian or hedonic purposes.
Implications
This paper makes 3 distinct contributions to theory and
the conduct of research related to technology adoption. First,
this paper reaffirms the importance of intrinsic motivations in
the adoption process when the technology in question is used
for both hedonic and utilitarian purposes. While authors have
examined perceived enjoyment in research related to eBooks,
this paper finds strong support for perceived playfulness as an
antecedent to behavioral intention to use mobile eBook readers.
By extending playfulness to the device, we provide a richer, more
comprehensive description of mobile eBook reader adoption. The
strong influence this construct has on adoption intention suggests
that its inclusion is not only warranted, but advisable in future
research related to mobile eBook readers.
Second, this study recognizes the importance of content
availability in the adoption decision-making process. While
studies on eBooks and eBook readers exist, few researchers, if
any, have examined both the device and its content when studying
adoption. We demonstrate that, in the context of mobile eBook
readers, availability of desired content is an important determinant
of device adoption.
The third contribution made by this paper is the development,
extension, and validation of scales. This study develops highly
reliable scales for both hedonic and utilitarian content availability.
In addition, this study adds three validated items to the behavioral
intention construct and demonstrates that these items are highly
reliable and internally consistent.
For practice, the results of this study are important for several
reasons. As stated earlier eBooks and eBook readers represent
a major discontinuity for the printed media market. eBook
technology impacts every aspect of the market from content
creation to final distribution. While there is significant room
for market expansion for manufacturers and retailers of mobile
eBook readers, obstacles still exist. This is true even among
student populations which tend to be early adopters [30]. Just over
half of our respondents reported having a mobile eBook reader
of some kind, yet almost 75% indicated they prefer traditional
paper-based books for reading. The implication is that mobile
eBook readers may require improvement before the reading
public begins to shift away from the traditional paper format. The
exact nature of these improvements is beyond the scope of this
paper. However, our findings provide insight into areas of focus.
As clearly demonstrated by our results, perceived playfulness is
an important determinant of behavioral intention to adopt mobile
eBook readers. Consequently, focusing attention on characteristics
which capitalize on this sentiment may increase adoption. For
example, color displays, stylized cases, and accessories may
improve perceptions of playfulness. Additionally, the results
of this study suggest manufacturers and retailers should stress
content availability. In addition to trying to increase consumer
awareness of content, businesses may also seek to make content
more available and transferable. Increased content flexibility may
lead to increased perceptions of value [35] and thereby improve
device adoption.

Summer 2014

Limitations
There are several limitations of this study which should
be considered. First, as the study employs a sample of college
students, the external validity of the study may be questioned.
However, as previously noted, we believe in the case of mobile
eBook readers, student responses may be generalized to the
general public. In addition to drawing upon student populations,
participation in this study was voluntary and introduces the risk
of self-selection bias. Individuals with direct experience with
mobile eBook readers may have been more likely to respond and
thus altered research outcomes. However, 43% of our respondents
indicated that they did not use a mobile eBook reader which
mitigates this concern.
Future Research
A number of interesting possibilities exist for future research
on this topic. First, as both playfulness and content availability
are clearly important determinants of adoption intention, an
examination of these factors in the context of specific devices
may reveal design elements which are important in the adoption
decision-making process. Second, given the large number
of devices that fall into this device category, an empirical
examination of consumers ability to distinguish the capabilities
of one device from another may also provide insight into adoption
intention. Third, as previously mentioned, this study was limited
to the university environment. Future studies may be aimed at
a larger, more diverse population. Finally, a number of research
possibilities exist beyond adoption related to mobile eBook reader
use and reading efficacy (e.g., retention and comprehension).
CONCLUSION
The goal of this research was to empirically examine the
adoption of mobile eBook readers in order to better understand
the factors that influence the adoption processes. This goal was
accomplished through the creation of a conceptual model based
on TAM and augmented with constructs related to perceived
playfulness and content availability. The model was tested using
a survey methodology which was analyzed using Partial Least
Squares (PLS). The results show strong support for the importance
of both playfulness and content availability as antecedents to
behavioral intention to adopt mobile eBook readers.
This paper contributes to technology adoption literature in
three ways. First, the paper introduces the important concept
of intrinsic motivations to the eBook reader adoption literature.
While intrinsic motivations have been considered in terms of
eBooks in previous studies, ours is the first which extends the
concept of playfulness to the device itself. Second, our research
couples the adoption of mobile eBook readers to the availability
of content. The extant literature has tended to focus on adoption
of eBooks and adoption of eBook readers as though they were
unrelated. We view these devices explicitly as content delivery
platforms and demonstrate the importance of the relationship
between content and device adoption. Finally, we both create and
extend measurement scales which are demonstrated to exhibit
high reliability, thereby enriching the tools available for research
related to adoption phenomena.
A sound understanding of the adoption phenomena associated
with mobile eBook readers is critical for the success of this
expanding market. It is the opinion of the authors that mobile

Journal of Computer Information Systems

49

eBook readers will continue to gain in both popularity and

importance. To arrive there however, mobile eBook readers must
demonstrate functional provisions and content to satisfy the
hedonic and utilitarian needs of the individual.

[18]

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