Adoção de inovações em mercados em rede: uma análise da introdução do livro didático digital no Brasil

Technology Acceptance Models are usually focused on the end user. However, recent clashes between similar technologies such as Blu-ray and HD-DVD suggest that the diffusion of innovation do not rely only on the end user, but also on the rise of a dominant platform capable of attracting complementors. This paper investigates new technology adoption in platform-mediated markets, identifying the factors that influence the diffusion of innovation. To do so, the study analyzed the impact of the digital textbook over the Brazilian publishing industry. Between April and December of 2012, in-depth interviews were conducted with Brazilian publishers. Results suggest that, besides students, there are many players influencing digital textbook adoption in Brazil. Publishers and teachers are reluctant about this new technology, while the Government, Digital Platforms and Teaching Systems are currently the main supporters of innovation. The study explores the motivation of each of these players, suggesting that the diffusion of innovation in platform-mediated markets must be analyzed from a systemic point-of-view, beyond traditional models.