推薦來源對使用學術電子書意願之影響

Abstract

過去許多研究多半在探討使用學術電子書的意願會受到何種推薦的直接影響，顯少有學者比較不同推薦來源（口碑推薦、廣告推薦、專家推薦）是否對於使用學術電子書的意願產生不同程度的影響效果。本研究以數位圖書館之學術電子書為探討對象，了解使用者在不同推薦來源之下，對其自身欲使用學術電子書的意願，並以知覺信任與知覺風險擔任中介變數。研究問卷發放於382位數位圖書館之使用者，年齡層介於18至25歲，詢問其在不同的推薦來源之下，對此項推薦所感受到的信任與風險程度，以及其對使用學術電子書意願之看法。首先藉由迴歸分析指出，三種不同的推薦效果均對使用學術電子書之意願產生正向影響，此外，口碑推薦最可提升使用者之知覺信任，以及最能降低其風險之感受性；第二階段分析利用優勢約略理論與流網絡圖來產生影響使用學術電子書意願之最具代表性的規則。根據研究結果，本研究將提出學理上與實務上之建議，並可供後續相關研究加以參考與延伸。

Few library studies have investigated recommendation classifications for e-book (electronic book) usage, whereas none have directly compared which recommendation sources (word-of-mouth recommendations, advertising recommendations, and expert recommendations) might influence e-book usage intentions. To fill this gap in the literature, the main purpose of this study is to examine how users perceive the influence of recommendations in their intentions to use e-books for academic purposes. Data for this study were collected from 382 academic digital library users between the ages of 18 and 25. Firstly, a multiple regression analysis was conducted to identify the key causal relationships. A comparison of three recommendation sources (word-of-mouth recommendations, advertising recommendations, and expert recommendations) revealed that word-of-mouth (WOM) recommendations played a more important role than other recommendations did in determining the intention to use e-books in an academic digital library. The results also showed that enhancing the perceived trust and reducing risk in the use of e-books can mediate the relationship between recommendation sources and customers’ behavioral intentions to use e-books. The second analysis of this study is grounded in the taxonomy of induction-related activities using the dominance-based rough set approach (DRSA), a rule-based decision-making technique, to infer the behavioral intention of using e-book decision rules; then uses a flow network graph, a path-dependent approach, to infer decision rules and variables; and finally presents the relationships between rules and different kinds of behavioral intentions. Practical and research implications are also offered.