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Exploring switch intention of users’ reading behavior: an e-book reader case study

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Abstract

Purpose - Amazon’s 2007 introduction of the Kindle e-book reader launched a new way of reading. The popularity of e-book readers has exploded over past several years. However, the Chinese market e-book reader market is still relatively underdeveloped and underexploited when compared with North America or other regions. At the time, it remained unclear whether consumers could be persuaded to abandon conventional printed books for the new device the Chinese market.Design/methodology/approach - This research has gathered 352 valid questionnaire samples on Internet survey from the general population. Path analysis was used to investigate the causal relationships which were hypothesized by the Structural Equation Modeling (SEM) methodology to identify key factors in intention to switch to the e-book reader.Findings - The results indicate that, convenience and social influence were found to have a significant effect on consumer switching intention, while switching cost was found to be a significant obstacle to switching. This research also found that convenience of carry and operation of newly technological products will brings lower switching costs. Furthermore, it will lead consumers to have higher switching intention when surrounding friends and families have a good experiences and impressions of using new products. Thus, for the manufacturers and sellers of e-readers, they have to consider the easy-to-handle, convenient-to-carry on designing products. And the concept of higher social-influence and lower switching-cost shall lead the marketing strategies.Originality/value - Recently, some researches efforts address what factors drive users’ willingness to use this new device for reading based on innovation diffusion theory or the technology acceptance model. Few studies has investigated adoption of e-readers for consumers’ perceived innovative and their perception of the costs. Hence, this paper studies the switching intention of readers through dimensions including new product attributes (compatibility, complexity, convenience, and e-book content), social influence, price, and switching costs, and verifies the relationships among these dimensions on Chinese market.

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