ARE PRINT BOOKS REALLY DEAD? Exploring the relationship between - - PowerPoint PPT Presentation

ARE PRINT BOOKS REALLY DEAD?

Exploring the relationship between technology acceptance and the use of e- books at a large research university Allyson Rodriguez, Erin Miller, Emily Billings and Susan Smith University of North Texas Libraries

Introduction

Introduction

• If users prefer print books over e-books (Baron, 2013) and 94 to 97 percent of

libraries subscribe to e-books (Walters, 2013), how do libraries ensure they are providing e-books that will be used and used the most?

• A handful of studies looked at variations of the Technology Acceptance Model

(TAM), libraries and e-books.

• If we knew what factors matter more to students’ use of e-books, could we
• Make better purchasing decisions?
• Communicate what users want and need with vendors and librarians?
• Provide better training for library staff and students?
• How do libraries ensure that e-books will be used, and which factors ensure

greater use?

Libraries and E-books

• Many articles in the library literature are about describing perceptions of e-books

and how they are used (Carroll, Corlett-Rivera,Hackman, & Zou, 2016, Gregory, 2008, Hoseth & McClure, 2012, McClure & Hoseth, 2012, Shelburne, 2009, Walton, 2008,) but lack theoretical underpinnings and statistics to show significance, relationships, etc.

• Shrimplin, Revelle, Hurst, and Messner (2011) used Q methodology to determine

attitudes and opinions about e-books among faculty, graduate students, and undergraduates.

Technology Acceptance: TAM and UTAUT

• The Technology Acceptance Model (TAM) has at its core two constructs: perceived

usefulness and perceived ease of use.

• Perceived usefulness refers to the belief that using the system will improve job
• performance. Perceived ease of use refers to the belief that using the system will

be easy (Davis, 1989; Davis, Bagozzi & Warshaw, 1989).

• Widely used to research the adoption of various technologies, "TAM has arguably

become the most influential theory" (Marangunic & Granic, 2015, p. 87).

• The Unified Theory of Acceptance and Use of Technology (UTAUT) forwarded

individual acceptance research by brining together common theoretical perspectives and integrating four moderators of dynamic influences (Venkatesh, Morris, Davis & Davis, 2003).

Technology Acceptance and E-books

• Two recent studies published in the library literature looked at technology

acceptance and e-books. Both studies used the original TAM. Letchumanan and Muniandy (2013) looked at undergraduates and Nasser (2014) at faculty. Both found perceived ease of use was a factor in various aspects of acceptance.

• Many others have looked at e-book adoption and technology acceptance models.

Lee (2013) found perceived usefulness and ease of use impact intention to use.

• Maduka (2015) used the UTAUT model to study undergraduates intention to use

e-books finding performance expectancy, social influence and facilitating conditions were significant .

Model redacted

Hypotheses

• There are specific factors related to

undergraduates’ intent to use e-books.

• There are specific factors related to

undergraduates’ actual use of e-books.

Methodology

• Population: undergraduate students at the University of North

Texas

• Initial sample: undergraduate students in two large lecture

sections of the core required political science course

• Survey includes
• Demographics
• Reading preferences and habits
• Modified questions from the UTAUT model

Analysis

• Descriptive Statistics
• SEM
• Logistic Regression
• Investigate the differences between groups of students (i.e. low

e-book users versus high e-book users)

• Explore partial or full aggregation items (Bagozzi & Edwards,

1998) as suggested by Venkatesh (2003).

Future Research

• Exploring the possible correlation between the UTAUT model and usability

(see for example Lin, 2013)

• Exploring the increase in technology acceptance that occurs after doing

usability tasks.

• Investigate model for factors that influence user to intend to continue to

read e-books (Chen, 2015).

References

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• Chen, C. W. (2015). The effect of technological and psychological factors on user's

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