影響家長採用電子童書意願之探討

隨著資訊科技的發展，數位媒體的使用早已充斥在日常生活的周遭，對於現今被稱為數位原住民的兒童而言，以電子童書作為數位化閱讀和學習的科技教育，似已成為趨勢。而身為兒童健康與學習把關的家長，對於此創新的閱讀與學習的方式，真正的想法與採用的意願，將是電子童書成為普及的閱讀和學習的重要關鍵之一。目前國內學術界對於電子童書的探討，鮮少以家長採用意願的觀點作為研究方向，故本研究以整合性科技接受模式（unified theory of acceptance a use of technology, UTAUT）的構面為基礎，加入知覺風險構面的探討，運用問卷調查法，分別以敘述性統計、皮爾森相關係數、多元迴歸等分析方式，探討影響家長採用電子童書意願及其因素。研究結果發現，績效預期、便利條件和社會影響三個因素正面影響家長採用電子童書的意願，而知覺風險則負向影響家長採用意願；但在易用預期部分，由於分析之樣本集中於都會區，教育程度較高且為資訊科技近用者，因此，易用預期在本研究中對採用電子童書的影響並不顯著。研究結果期望能補充國內電子童書在家長採用意願面向之探討，以及提供相關產業對於電子童書產品開發及行銷策略之參考。

關鍵字

採用意願；家長；電子童書；整合性科技接受模式

並列摘要

Digital media applications had slowly taken root in our daily lives in the broadening developments of information technology. To the digitally native children of today, adoption of electronic children's books as digital reading and learning materials has become a trend in their technology education. For parents concerned with the children's health and education, their true perceptions and adoptive willingness to this innovative reading and learning method constitute a significant key factor in the popularization of electronic children's books. Studies conducted on electronic children's books in the country today have rarely focused on the adoptive willingness of parents; hence this paper employed the unified theory of acceptance and use of technology (UTAUT) and augment the perceived risk factors into the model to explore the subject matter. A questionnaire survey was conducted and response data were analyzed through descriptive statistics, the Pearson's correlation coefficient, and Multiple Regression Analysis to delve into the adoptive willingness of parents towards electronic children's books and the factors influencing willingness. Analysis results revealed that three factors - performance expectation, facilitating conditions, and social influence - would have positive effects on the adoptive willingness of parents towards electronic children's books, whereas the perceived risk factor posed a negative effect. Due to the analysis samples are more concentrated in the metropolitan area, higher educated and information technology access users, the effort expectancy's impact on the Children E-books is not as significant in this study. The study results aimed to supplement the domestic studies focusing on the adoptive willingness of parents and provide related industries with a reference for future electronic children's book development and marketing strategy considerations.