Determinants of e-book readers adoption and continuation: A comparison of pre-adoption and post-adoption beliefs

E-book reader, as an evolutionary artifact for digital reading, has caught attention all over the world. In this customer-centered era, understanding why users adopt and continue using e-book readers (e.g. eReaders and digital devices equipped with reader software) become essential design issues for related scholars and practitioners. However, critical design factors are still obscure due to the rapid pace of development and innovation in information technology. In this paper, we employ two methods including customer observation and individual depth interview to disclosure user behavioral intention toward the latest e-book readers. This research found that potential adopter intention to adopt is solely determined by normative pressures, whereas user intention is solely determined by attitude, which refers to the perception of content enrichment, reading servicisation, and device personalization. Grounded on our result and discoveries, not only researchers could have guidance in developing e-book theories in the future, but also service providers could have driving forces in advancing e-book readers.