References [1] Albert JH, Chib S. Bayesian analysis of binary and polychotomous response data Journal of the American statistical Association 1993;88:669-679. [2] American Library Association. State of America's Libraries Report 2012: New Focus on E-Books: Libraries deepen e-book engagement. 2012. [3] Beal GM, Rogers EM. adoption of two farm practices in a central Iowa community 1960. [4] Buda R, Zhang Y. Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility Journal of Product & Brand Management 2000;9:229-242. [5] Burk R. E‐book devices and the marketplace: in search of customers Library Hi Tech 2001;19:325-331. [6] Catenazzi N. The Evaluation of Electronic Book Guidelines from Two Practical Experiences Journal of Educational Multimedia and Hypermedia 1997;6:91-114. [7] Chan-Olmsted SM, Chang B-H. Audience knowledge, perceptions and factors affecting the adoption intent of terrestrial digital television New Media & Society 2006;8:773-800. [8] Chen C-W, Shen C-C, Chiu W-Y. Marketing communication strategies in support of product launch: An empirical study of Taiwanese high-tech firms Industrial Marketing Management 2007;36:1046-1056. [9] Chesson D. The Impact of Value Systems on Consumer Innovativeness across Three Countries in the Asian Pacific Region. PhD Dissertation; 2002. [10] Cheung CM, Lee MK, Rabjohn N. The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities Internet Research 2008;18:229-247. [11] Chib S, Greenberg E. Analysis of multivariate probit models Biometrika 1998;85:347-361. [12] Cotte J, Wood SL. Families and innovative consumer behavior: A triadic analysis of sibling and parental influence Journal of consumer research 2004;31:78-86. [13] Craig Van S, Bélanger F, Varadharajan S. A Comparison of American and Indian Consumers Perceptions of Electronic Commerce Information Resources Management Journal 2005;18:24-40. [14] Crawford M, Di Benedetto A. New products management. McGraw-Hill, New York; 2003. [15] Davis FD. Perceived usefulness, perceived ease of use, and user acceptance of information technology MIS quarterly 1989:319-340. [16] Edwards YD, Allenby GM. Multivariate analysis of multiple response data Journal of Marketing Research 2003;40:321-334. [17] Foxall GR. Consumer Innovativeness: Novelty-Seeking, Creativity, and Cognitive Style Research in Consumer Behavior 1988;3:79-113. [18] Foxall GR. Cognitive styles of consumer initiators Technovation 1995;15:269-288. [19] Gardial SF, Clemons DS, Woodruff RB, Schumann DW, Burns MJ. Comparing Consumers' Recall of Prepurchase and Postpurchase Product Evaluation Experiences Journal of Consumer Research 1994;20:548-560. [20] Gebregiorgis S.A. and Altmann J., IT Service Platforms: Their Value Creation Model and the Impact of their Level of Openness on their Adoption, Procedia Computer Science 68, 2015, 173-187. [21] Goldsmith RE, Hofacker CF. Measuring consumer innovativeness Journal of the Academy of Marketing Science 1991;19:209-221. [22] Haile N. and Altmann J., Value Creation in Software Service Platforms, Future Generation Computer Systems 55, 2016a, 495-509. [23] Haile N. and Altmann J., Structural Analysis of Value Creation in Software Service Platforms, Electronic Markets, 2016b, DOI:10.1007/s12525-015-0208-8. [24] Hirschman EC. Innovativeness, Novelty Seeking, and Consumer Creativity Journal of Consumer Research 1980;7:283-295. [25] Hirschman EC. Experience seeking: A subjectivist perspective of consumption Journal of Business Research 1984;12:115-136. [26] Hwang Y, Lim JS. The impact of engagement motives for social TV on social presence and sports channel commitment Telematics and Informatics 2015;32:755-765. [27] Im S, Bayus BL, Mason CH. An empirical study of innate consumer innovativeness, personal characteristics, and new-product adoption behavior Journal of the Academy of Marketing Science 2003;31:61-73. [28] Johar JS, Sirgy MJ. Value-expressive versus utilitarian advertising appeals: When and why to use which appeal Journal of advertising 1991;20:23-33. [29] Jung J, Chan-Olmsted S, Park B, Kim Y. Factors affecting e-book reader awareness, interest, and intention to use new media & society 2012;14:204-224. [30] Karahanna E, Straub DW, Chervany NL. Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs MIS Quarterly 1999;23:183-213. [31] Lavidge RJ, Steiner GA. A model for predictive measurements of advertising effectiveness Advertising & Society Review 1961:59-62. [32] Liebermann Y, Flint-Goor A. Message strategy by product-class type: A matching model International Journal of Research in Marketing 1996;13:237-249. [33] McCulloch R, Rossi PE. An exact likelihood analysis of the multinomial probit model Journal of Econometrics 1994;64:207-240. [34] McFadden D. Econometric models for probabilistic choice among products Journal of Business 1980:S13-S29. [35] McGinnies E, Ward CD. Better liked than right trustworthiness and expertise as factors in credibility Personality and Social Psychology Bulletin 1980;6:467-472. [36] Mittal V, Kumar P, Tsiros M. Attribute-Level Performance, Satisfaction, and Behavioral Intentions over Time: A Consumption-System Approach Journal of Marketing 1999;63:88-101. [37] Moore GC, Benbasat I. Development of an instrument to measure the perceptions of adopting an information technology innovation Information systems research 1991;2:192-222. [38] Ratchford BT. New insights about the FCB grid Journal of advertising research 1987. [39] Ratneshwar S, Chaiken S. Comprehension's role in persuasion: The case of its moderating effect on the persuasive impact of source cues Journal of Consumer Research 1991:52-62. [40] Ray ML, Sawyer AG, Rothschild ML, Heeler RM, Strong EC, Reed JB. Marketing communication and the hierarchy-of-effects 1973. [41] Reeves B, Lang A, Kim EY, Tatar D. The Effects of Screen Size and Message Content on Attention and Arousal Media Psychology 1999;1:49-67. [42] Roehrich G. Consumer innovativeness: concepts and measurements Journal of Business Research 2004;57:671-677. [43] Rogers EM. Diffusion of Innovations. 5th ed.: Simon and Schuster; 2003. [44] Shin D-H. Understanding e-book users: Uses and gratification expectancy model New Media & Society 2011;13:260-278. [45] Sim J-B. A Study on Differentiation Strategy for Tablet PC and e-Book Reader by a Comparative Analysis of Acceptance. Diffusion Factors Korean Management Science Review 2011;28:25-42. [46] Steenkamp J-BE, Hofstede Ft, Wedel M. A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness The Journal of Marketing 1999a:55-69. [47] Steenkamp J-BEM, Hofstede Ft, Wedel M. A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness Journal of Marketing 1999b;63:55-69. [48] Tian KT, Bearden WO, Hunter GL. Consumers’ need for uniqueness: Scale development and validation Journal of consumer research 2001;28:50-66. [49] Tian KT, McKenzie K. The long-term predictive validity of the consumers’ need for uniqueness scale Journal of Consumer Psychology 2001;10:171-193. [50] Tornatzky LG, Klein KJ. Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings Engineering Management, IEEE Transactions on 1982:28-45. [51] Vandecasteele B, Geuens M. Motivated Consumer Innovativeness: Concept, measurement, and validation International Journal of Research in Marketing 2010;27:308-318. [52] Varma Citrin A, Sprott DE, Silverman SN, Stem Jr DE. Adoption of Internet shopping: the role of consumer innovativeness Industrial management & data systems 2000;100:294-300. [53] Venkatesh V, Davis FD. A theoretical extension of the technology acceptance model: Four longitudinal field studies Management science 2000;46:186-204. [54] Venkatesh V, Morris MG, Davis GB, Davis FD. User acceptance of information technology: Toward a unified view MIS quarterly 2003:425-478. [55] Venkatraman MP. The Impact of Innovativeness and Innovation Type on Adoption Journal of Retailing 1991;67:51. [56] Venkatraman MP, Price LL. Differentiating between cognitive and sensory innovativeness: Concepts, measurement, and implications Journal of Business Research 1990;20:293-315. [57] Wilton PC, Pessemier EA. Forecasting the Ultimate Acceptance of an Innovation: The Effects of Information Journal of Consumer Research 1981;8:162-171.