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This paper reports on the factors that contribute to the adoption rate of e-journal publishing based upon responses from 82 Malaysian journal publishers. Drawing upon the theory of innovation diffusion, the study examines the role of awareness, three organization variables (publication size, age of the journal, and experience of editors), and attributes of e-journals (relative advantage, compatibility, complexity, trialability and observability) as influences to the rate of e-journal publishing adoption. Findings show that only two attributes -- complexity and trialability -- emerge as significant contributors to e-journal adoption rates, and all three organization variables -- journal's age, publication size, and editorial experience -- are significant. Collectively, these five significant variables explained 57.8% of the variance in adoption rate. We discuss the results and implication of the findings with respect to the wider context of e-journal publishing. © 2013 Elsevier Inc. All rights reserved. [ABSTRACT FROM AUTHOR]