This study attempts to identify the predictors of e-book reader diffusion with regard to consumer awareness, interest, and intention to use. Specifically, it assesses the relative influence of demographics, media usage/ownership, and personal traits/perception variables in the technology-adoption process. A national consumer survey conducted in South Korea, a leading country in the proliferation of e-book use, found that e-book reader awareness, interest, and adoption intention correlated positively with age, education, income, perceived need for print media, digital media ownership, personal innovativeness, and the perceived attributes of e-book readers. Regarding the relative effects of variable blocks, the most influential factors in predicting e-book reader awareness, e-book reader interest, and intention to use were demographics, personal innovativeness, and the perceived attributes of e-book readers, respectively.
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Jung et al. (2011) studied this question.
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