Main Article Content
This research aims at understanding the reasons behind adoption of e-book using the Extended Unified Theory of Acceptance and Use of Technology2 (UTAUT2) and two additional constructs “long tail effect” and “trust”. For this a comparative study is conducted in Japan between e-book and paper-based book purchased through online channels. One is a physical product while the other is a digital product. Some differences in the reasons behind user adoption of these two products were found, which emphasize the importance of external market situations, industry standards, and the inherent characteristics of the products as some of the factors affecting the motivations behind the adoption of a product. Additional construct “trust” was found to have significant relationship with the intention to use for both the product, while “long tail effect” was found to have significant relationship with the intention to use for paper-based book. On the other hand, “price value” construct of UTAUT2 was found to have a significant relationship for e-book but was not found to have a significant relationship for paper-based book purchased through online channels. Inclusion of both “long tail effect” and “trust” constructs to the existing UTAUT2 research framework is proposed for future research.