Towards an understanding of low consumer acceptance of an e-Book reader in Taiwan

This study explores the role of need recognition in consumer acceptance of an e-Book reader in Taiwan. The results show that consumers perceive high utility of the reader, but that perception does not associate with their purchase intention. Instead, the intention is driven by need recognition. Antecedents of need recognition and factors affecting the purchase intention are proposed, but the influential levels vary by age. Although adult students have high reading motivation, they do not recognise that they need a reader and think it is substitutable; the need recognition of the reader is mainly geared by innovativeness and self-image motivations rather than utilitarian motivation. The perceived expense acceptability will enhance adult student's purchase intention; however, it has no effect among college students. The findings explain why Taiwanese consumers' acceptance of the reader is low, and the price reduction has no effect on boosting sales of the reader in the college students market.