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The book publishing industry has been revolutionised by the technological innovations created by the Internet. Electronic book (e-book) devices such as Kindle by Amazon, Nook by Barnes and Noble and the iPad by Apple are relatively new technological innovations that will change the way individuals purchase and read books. The purpose of this paper is to examine the factors that will lead to a person adopting an e-book device. In this paper, a social cognitive theoretical framework is utilised to understand an individual's intention to adopt an e-book device like the Kindle, Nook or iPad. A conceptual model is proposed, which focuses on the antecedents to a person's adoption behaviour and is empirically tested through a survey of Australian youths. A portion of the conceptual model is supported. This suggests that marketing has an effect on a person's intention to adopt an e-book device, which is mediated by their entrepreneurial orientation. The conceptual model proposed and tested has implications for the e-book industry as it demonstrates the internal and external environmental factors that influence adoption behaviour. The paper highlights for the book industry the important areas of e-commerce and m-commerce and how technological innovations are influenced by environmental factors. More recently, m-commerce has increased in usage as people can buy an electronic book via their e-book device anywhere in the world. E-book devices are a mobile device that people adopt in different ways depending on environmental factors and this paper is one of the first to develop and test a model of e-book adoption behaviour.
Vanessa Ratten (2010) studied this question.