Examining Chinese Consumers’ Attitude Towards E-Book Adoption: When East Meets West – a Cross Culture Comparison

E-Book market offers a lucrative business for many companies, and is one of the hottest topics today. There is a gap in understanding what are the reasons that drive the acceptance of e-Book among Chinese consumers. The subtleties and multiplicity of meanings that Chinese consumers attach to reading are empirically explored in this article. Findings of a focus group interview-based interpretive analysis are reported. It is found that meanings that Chinese consumers associate with reading paper books are profound and multi-faceted rooted in Chinese Confucius culture. And these underlying factors played a significant role in the adoption of e-Book.



Citation:

Sara Hsieh, Crystal Lee, and Yentzu Liu (2011) ,"Examining Chinese Consumers’ Attitude Towards E-Book Adoption: When East Meets West – a Cross Culture Comparison", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 150-151.

Authors

Sara Hsieh, Department of Business Administration,National Cheng-chi University,Taipei, Taiwan
Crystal Lee, Department of Business Administration,National Cheng-chi University,Taipei, Taiwan
Yentzu Liu, Department of Business Administration,National Cheng-chi University,Taipei, Taiwan



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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