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Based on the analysis, five distinct factors in relation to consumers\u2019 willingness to adopt electronic reading devices were found: \u2018Eco-consciousness\u2019, \u2018Social prestige\u2019, \u2018Ease of use\u2019, \u2018Enjoyment value\u2019 and \u2018Extra features\u2019. Second, based on the results of the factor analysis, consumers were grouped into four groups using cluster analysis. These groups were: Enjoyment seeking consumers, Eco-consciousness consumers, Serious and practical consumers, and Social consumers. Finally, the authors examined how these consumer groups differ in their intention to use electronic reading devices, and found several interesting differences.<\/p>","DOI":"10.4018\/jitr.2013010102","type":"journal-article","created":{"date-parts":[[2013,8,14]],"date-time":"2013-08-14T16:41:26Z","timestamp":1376498486000},"page":"20-31","source":"Crossref","is-referenced-by-count":2,"title":["Consumer Acceptance of Electronic Reading Devices"],"prefix":"10.4018","volume":"6","author":[{"given":"Jari","family":"Salo","sequence":"first","affiliation":[{"name":"Oulu Business School, University of Oulu, Oulu, Finland"}]},{"given":"Sami","family":"Kajalo","sequence":"additional","affiliation":[{"name":"Aalto University School of Business, Aalto, Finland"}]},{"given":"Matti","family":"M\u00e4ntym\u00e4ki","sequence":"additional","affiliation":[{"name":"Turku School of Economics, Turku, Finland"}]},{"given":"Antti","family":"Sihvonen","sequence":"additional","affiliation":[{"name":"Aalto University School of Business, Aalto, Finland"}]},{"given":"Seppo","family":"Leminen","sequence":"additional","affiliation":[{"name":"Aalto University School of Business, Aalto, Finland, & Laurea University of Applied Sciences, Espoo, Finland"}]}],"member":"2432","reference":[{"key":"jitr.2013010102-0","doi-asserted-by":"publisher","DOI":"10.1016\/0749-5978(91)90020-T"},{"key":"jitr.2013010102-1","doi-asserted-by":"publisher","DOI":"10.2307\/3150783"},{"key":"jitr.2013010102-2","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2010.03.003"},{"key":"jitr.2013010102-3","year":"2010","journal-title":"Monthly sales report May 2010"},{"key":"jitr.2013010102-4","year":"2012","journal-title":"Mothly statshot - Publishing industry sales trend survey"},{"issue":"2","key":"jitr.2013010102-5","doi-asserted-by":"crossref","first-page":"399","DOI":"10.1080\/02650487.2002.11104939","article-title":"Wireless digital advertising: Nature and implications.","volume":"21","author":"S. 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