Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Education
E-Book Acceptance Among Undergraduate Students: A Look At The Moderating Role Of Technology Innovativeness, Madison Ngafeeson, Jun Sun
E-Book Acceptance Among Undergraduate Students: A Look At The Moderating Role Of Technology Innovativeness, Madison Ngafeeson, Jun Sun
Madison Ngafeeson
This paper utilizes the technology acceptance model (TAM) to uncover the moderating roles of technology innovativeness. A study of 158 undergraduate students revealed that the original TAM constructs and relationships were reliable, supported, and applicable in the measurement of e-book acceptance. Interestingly, personal technology innovativeness was found to moderate in a significant way, the relationship between behavioral intention to use e-book and actual usage of e-book. These findings suggest that while individuals who are more open to technology (adopters) as well as less technologically innovative individuals (late adopters and non-adopters) are likely to have the intention to use web-based instructional …