消費者對於電子書閱讀器的認知與購買意願之研究

Abstract

由於資訊科技的發展與網際網路的普遍使用，資訊科技產品的運用有日益漸增的趨勢，出版業與資訊業也逐漸朝向數位出版發展，如電子雜誌、電子報、電子書等等，也因為網路的便利性，消費者取得資訊的方式與閱讀習慣將會逐漸改變，對於出版業和資訊業出版電子書有很大的影響。電子書市場發展已漸漸成熟，在電子書功能不斷創新的同時，欲瞭解消費者對於電子書閱讀器的接受度，讓業者能夠事先掌握消費者對於電子書閱讀器的需求與使用意願，是本篇研究的目的。 本研究主要從消費者的角度出發，探討影響消費者採用電子書閱讀器的認知態度，包括購買動機、購買原因等等，以「科技接受模型」（Technology Acceptance Model, TAM）理論為基礎，瞭解消費者對於電子書閱讀器接受之程度，即利用「易用認知」、「有用認知」與「有趣認知」來探討是否會受到外部變數的影響進而影響其購買意願。 使用問卷調查法收集資料，進行購買意願的調查，研究結果發現，外部變數的因素構面為「電子書特性」與「電子書閱讀器的主體與外觀」，可用在架構中評估對於TAM模型的影響力。外部變數對於有用認知、易用認知與有趣認知產生正向影響，而消費者對電子書閱讀器的易用認知、有用認知與有趣認知，皆會正向影響其對於電子書閱讀器的購買意願，而且有趣認知的影響力最大。依據研究結果提出下列建議：一、電子書閱讀器之軟硬體設計要更人性化與操作簡便化。二、使消費者讀取內容的方式更加多元，自行控制學習內容與順序，節省學習的時間並誘發學習的興趣。三、消費者注重電子書閱讀器具有快速搜尋的功能與具有全文檢索或索引的功能，提供書籤和註記的功能，若能將功能擴充與網路結合，如所註記的筆記可自動儲存在網路資料庫，不同讀者可互相連結並相互分享筆記，將能帶來更多閱讀的效益與讀書的樂趣。

With the advance of Internet services and information technologies, using application of information technology has increased. Publishing and information industry gradually develop towards digital publishing, such as e-journals, newsletters, eBooks, and so on. Because of the convenience of network, people are more familiar with the electronic way that information is disseminated. It has a strong influence on publishing eBooks. EBooks market becomes mature, when the features are constantly innovated, this study want to find out the consumer acceptance of the eBook reader, and make the firms know the consumers’need and willingness to buy eBook reader in advance. This study is focus on the consumer that what is the effect on their cognitive attitude and the reason to buy eBook reader. Base on the technology acceptance model, conceptualizing the determinants of eBook reader adoption intentions. The result shows how the TAM-based factors （perceived usefulness, perceived ease of use, and perceived playfulness） significantly relate to users' adoption intentions and effected by the external variables. Using consumer survey to determine consumer behavior toward eBook, we discover that dimensions of external variables are "eBook features" and "eBook reader’s subject and appearance" can be used to assess the TAM model in the framework. External variables all significantly relate to perceived usefulness, perceived ease of use, and perceived playfulness. And consumer’s cognition on eBook reader all significantly relate to adoption intentions, in fact, perceived playfulness is the main factor. According to the study, the suggestions for eBook consumer behavior are summarized as below: 1.The software and hardware design of eBook should be more fully human and easier. 2.The way to read content can be more diverse, autonomous control learning content and order can save learning time and be interest in learning. 3.Consumer care about eBook reader has function with quick search and full text search, can bookmark and note on eBook. If the function can be expanded in conjunction with network, for example, notes can be automatically stored in a network database, different readers can link to each other and share notes. It will bring the benefit and pleasure of reading.