Gender Differences in E-reader Adoption

The advent of e-books spurred the creation of artifacts for digital reading, which are known as e-readers or electronic readers such as the Kindle and Kobo. Being a new technology, studies about your adoption are still scarce, especially considering the gender issue. Therefore, the paper analyzes the intent of men and women in use e-readers, through the unified theory of acceptance and use of technology 2 (UTAUT 2). Data collection was conducted through structured questionnaire online and 219 responses were obtained. For data analysis were used techniques of descriptive statistics and nonparametric test of Mann-Whitney. Gender differences were found in the constructs effort expectancy, social influence, facilitating conditions, and habit. Men were more likely than women regarding the agreement of assertions in these constructs. Finally, we discuss the theoretical and practical implications.