Abstract
A popular school of thought in the study of publishing, exemplified by Anderson’s [1] influential Long Tail theory, suggests that the economic advantages of e-books will lead to a boom in self-publishing. However, this position focuses on economic factors at the expense of other potential influences. By applying Azjen’s [2] Theory of Planned Behaviour, this study identifies a gap in the existing literature on e-book adoption by showing a lack of attention to normative influences, and to the viewpoint of authors. Through qualitative interviews with 11 authors in the Ottawa area who have self-published or are considering doing so in the near future, we find that symbolic-capital risk is a significant concern for these authors.
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