| Summary: | There are experiential products that through a digital transformation wholly or partially have taken new place in our everyday lives. Just a few years ago, we had music on CDs, movies on tape and books in bookshelves. In Sweden, we are now facing a transformation when the e-book begins to take place alongside the printed book. This paper focuses on what values play a role in the attitude towards ebooks among a selected group of Swedish book bloggers. A qualitative content analysis was performed on blog posts concerning the ebook from twelve different Swedish book blogs. The posts were then coded into categories and values. We found five broad categories in which value was displayed; Ownership, Availability, Price, Ergonomics and Environment. These could in turn be linked to two basic ways to give value to ebooks and reading, through its Utilitarian and Experiential value. The findings suggest that Availability was the one most important to the bloggers. We also found that most posts took place within two discourses - Technology Dissatisfaction and Technology Fear. Technology Dissatisfaction was more frequent and strongly linked to the construction of the e-book and the technical systems that are available today.
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