Effects of Innovation Characteristics and Emotional Attachment on Adoption of the Digital Magazine

Research of digital publishing content has previously focused only the impact of its functionality or characteristics towards the intention to adopt the product. Over the years, with the advancement of information and communication technology and the adoption of various personal mobile device platforms, digital magazine adoption rates are soaring rapidly. Much of this phenomenon results from the acceptance of tablet computing devices. However, other additional factors contributing to the high adoption rate of digital magazine are ignored. This study investigates the effect of digital magazine innovation characteristics and the emotional attachment to paper magazines on the adoption of the digital magazines. The emotional attachment is found not to be a significant determinant factor both in terms of the intention to adopt and the frequency of use after adoption. Complexity and risk, and perceived inconvenience factors play important roles in the frequency of use after adoption.

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