Purpose – This paper aims to explore users’ perception of, and then intention toward using, e-book devices as new reading devices, based upon an integrated technology acceptance model (TAM), reading engagement based upon flow theory and readability. The recent introduction of e-book devices has drastically changed the way people access and use reading content. However, few studies have explored the impact of reading experience on acceptance of e-book devices. Design/methodology/approach – A total of 219 participants participated in a survey after using e-book devices to analyze the research model. Findings – This study confirmed the crucial roles played by viewing experience, perceived mobility, perceived behavioral control, skill and readability. Also perceived usefulness and text satisfaction were found to have a positive and significant association with acceptance of e-book devices. Research limitations/implications – Implications and suggestions for researchers and manufacturers are also addressed in the present study. Originality/value – The current study focused on how actual reading experiences using e-book devices influences acceptance of e-book devices, through the triangular integrated model of TAM, reading engagement and readability features, and investigating users’ reading experience on the basis of responses to the characteristics of e-book devices.

Users of smartphone-based Instant Messenger such as Whatsapp, wechet, LINE and KAKAO TALK are

Consumers often rely on observable cues that hint at the hidden quality of a product. The aim of this study was to investigate brain activities associated with the country-of-origin (COO) effect and consumer evaluation of a product design. Electroencephalogram recordings were used to observe event-related brain potentials associated with the COO effect and design evaluation. We found that the frontocentral N90 and parieto-occipital P220 amplitudes are involved in forming preference to design, whereas the COO effect is processed in the centroparietal P500 amplitude. We also found a significant interaction effect between COO and design preference with regard to reaction times. Specifically, participants tended to spend more time making a preference decision when they did not like the product design made in a country with a favorable COO. These results imply that the two cognitive processes, evaluation of COO and formation of design preference, are activated independently at an early stage. It also suggests that these two processes interact with each other toward the end of the decision phase. Together, the results of this study provide neuropsychological evidence supporting a significant role of COO in the formation of design preference. Future studies are required to further delve into other neurophysiological activities associated with the COO effect.

There are few previous empirical studies on an automatic speed control of multimedia materials based on a natural user interface (NUI) that distinguish note taking from watching to a lecture through nodding. This study conducted two experiments and an interview. First, in experiment 1, we found that there is significant relevancy between the participants' action of lowering their head and note taking. Second, we determined that nodding that lasts less than two seconds has no relationship to note taking. In experiment 2, we determined that the e-learning system with the automatic speed control of multimedia materials reported less learner manual control, clicking pause and rewind buttons, than the regular e-learning system. For the interview, the analysis shows that "The automatic speed control of multimedia materials" and "Note taking" influence "Participant's satisfaction" positively.