Even though the e-book market is increasing, little research has been done on readers who are late adopters of e-books, and their resistance and scepticism to e-book adoption. The Swedish and Japanese e-book market have had similar adoption rates since 2010. However, even though their adoption rates resemble each other, how readers gain access to e-books differ in Sweden and Japan. Swedish readers use the library, and subscription services, while Japanese readers mostly use mobile apps that specializes in certain genres, such as manga or special mobile novels called keitai shousetsu.This study investigates the similarities and differences between late adopters of e-books in Sweden and Japan, with the use of the diffusion of innovation-theory by Everett Rogers (2003). Qualitative semi-structured interviews were conducted in spring 2017 with five Swedish and five Japanese respondents, all readers who had yet to adopt e-books. The analysis found that the main factors for the respondents’ choice to reject or resist e-book adoption are an emotional bond to the print format, and the reading experience. The factors were related to trust issues, and an uncertainty in how e-books would affect their personal lives as well as their social systems. There were few differences between the Swedish and Japanese respondents. The main difference was that the Swedish respondents would talk about books with people outside of their immediate family to a larger extent than the Japanese respondents.

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Abstract                                                    This thesis provides an in-depth research of five VR suppliers working with creating VR experiences targeted to elderly within the elder care sector in Sweden. Furthermore, a technological knowledge gap between elderly and VR technology are researched. The focus of this thesis is therefore how VR suppliers, as early adopters, design VR experiences to elderly, as digital immigrants. To investigate the chosen topics, two research questions was formulated; RQ1. How do VR suppliers design a VR experience targeted to digital immigrants within the elderly care sector? RQ2. How do VR suppliers, as early adopters, bridge the digital gap between VR-technology and digital immigrants?  This thesis constitutes of a qualitative research where the empirical findings are based on interviews with the VR suppliers. The research took an inductive approach in order to get close to the respondents and interpret their realities. Theories about Customer experience, Value, Value Co-creation, Digital immigrants and Early and Late adopters, have thereafter helped to connect the empirical findings with aspects within these theories, to further understand important aspects for the VR suppliers when they design their VR experiences.  The results of the study present the aspects that are important to take under consideration when VR suppliers design their VR experiences towards elderly within the elder care sector. A model showing the steps when designing the VR experience has been provided and constitutes of identifying needs, customize the service, create trust and security, set the environment, inform and educate personnel, handling impairments and bridging the gap. Furthermore, the participants confirmed a knowledge gap within technology amongst elderly and that there is a need to bridge the gap in order for the VR service to be successfully implemented.