The Role of Perceived Substitution and Individual Culture in the Adoption of Electronic Newspapers in Scandinavia

Nicolai Pogrebnyakov, Mikael Buchmann

    Research output: Contribution to journalJournal articleResearchpeer-review


    Introduction:This paper explores the factors behind the adoption of electronic newspapers. Adoption is hypothesized to be driven by attributes of the electronic newspaper artefact (expressed by perceived substitution) and individual cultural characteristics of potential adopters. Perceived substitution is seen as a factor that influences the displacement of printed newspapers with electronic ones.
    Method: Data were collected using Web surveys and consist of 1804 responses from a representative sample of individuals in Denmark, Norway and Sweden.
    Analysis: Partial least squares path modelling was used to test hypotheses.
    Results: The results indicate that perceived substitution explains the adoption of electronic newspapers well, while most cultural factors did not show a significant effect on adoption.
    Original languageEnglish
    Article number639
    JournalInformation Research
    Issue number3
    Publication statusPublished - Sept 2014

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