What Drives E-Book Use: A Comparative Study of Paper-Based Books and E-Books in Japan

Abstract

The objective of this paper is to examine the reasons for adoption of e-books using the extended unified theory of acceptance and use of technology2 (UTAUT2) and two additional constructs - ＂long-tail effect＂ and ＂trust.＂ To achieve this goal, the authors conducted a comparative study in Japan of e-book and paper-based book purchases through online channels. The paper-based book is a physical product, whereas the e-book is a digital one. This study found some differences in the reasons for user adoption of these two products. The differences reveal the importance of external market situations, industry standards, and the inherent characteristics of the products as factors affecting the motivations for adoption of one product or the other. The construct ＂trust＂ was found to have a significant relationship to the intention to use both types of products, whereas ＂long-tail effect＂ was found to have a significant relationship to the intention to use paper-based books. On the other hand, the ＂price value＂ construct of UTAUT2 was found to have a significant relationship for e-books, but was not found to have a significant relationship for paper-based books purchased through online channels. It is proposed that future research include the relationship of both ＂long-tail effect＂ and ＂trust＂ constructs to the existing UTAUT2 research framework.