Now That's News: Substitution and Culture in Electronic Newspaper Adoption in Scandinavia

摘要

This paper investigates the intent to use electronic newspaper in three Scandinavian countries. It explores the influence of perceived technology substitution, cultural factors as well as perceived ease of use and usefulness. Electronic newspaper is seen as a substitute to the printed kind that is distributed digitally on e-reader platforms. The data came from 1804 surveys administered in Norway, Sweden and Denmark. The results indicate that perceived substitution is the most important driver behind the intent to use of electronic newspaper, while culture has little or no effect. These results contribute to the nascent research on how the superiority of perceived substitutive functionality of one technological artifact over another may lead to the adoption of the superior artifact. It also calls into question the role of culture in technology adoption.