COEXISTENCE OR REPLACEMENT? HOW ATTACHMENT TO PRINT AND PERCEIVED USEFULNESS SHAPE AUDIOBOOK ADOPTION

Abstract

Objective: The objective of this study is to investigate the factors influencing readers’ choice between audiobooks and physical books. The research focuses on how perceived ease of use and attachment to printed books affect the intention to adopt audiobook services. Theoretical Framework: The Technology Acceptance Model (TAM) is a prominent theory in the field of information systems that explains how users adopt new technologies. Method: For this research, the methodology comprises quantitative method, PLS-SEM analysis, and structural model evaluation. Data collection was carried out through online questionnaires. Results and Discussion: The study supports the role of Perceived Ease of Use (PEOU) in increasing Perceived Usefulness (PU) for audiobooks. Attachment to physical books seems to be a complex factor not solely influenced by ease of use or perceived benefits of audiobooks. Research Implications: The study highlights the importance of user-friendly audiobook platforms. Providers should design intuitive interfaces and emphasize ease of use to attract new customers, communicate the practical benefits of audiobooks, such as convenience and utility, consider offering resources or programs that improve technology literacy and comfort, and develop strategies to address attachment by emphasizing how audiobooks can complement, rather than replace, the traditional reading experience. Originality/Value: This study contributes to the literature by highlighting attachment to traditional reading formats as a factor influencing audiobook adoption. Previous TAM studies primarily focused on perceived ease of use and perceived usefulness. This study suggests that emotional attachment to physical books can be a resistance mechanism hindering audiobook adoption.