- 學位論文
影響讀者持續使用電子書作為閱讀工具的影響因素之研究
The Study of Factors Influencing the Readers' Continuous Intention to Use E-Book
摘要
由於科技技術的發展及網際網路的應用發達，在閱讀與出版方面產生了新的知識革命－將紙本書籍數位化。電子書的出現，把人們對於閱讀的觀念帶進另一個新世代。隨著閱讀模式的改變，人們的閱讀習慣也將被迫改變，所以為了使電子書真正普及化，數位出版業者首先遇到的挑戰就是人們的閱讀習慣。因此，了解讀者的需求與影響選擇之因素，將成為數位出版業者的重要課題。 本研究主要以「分解式計畫行為理論」為理論基礎架構，從知覺有用性、知覺易用性、主觀規範及自我效能，結合產品特性，來探討影響讀者使用電子書的影響因素以及對電子書的持續使用意願。本研究透過網路問卷進行調查，取得有效問卷214份，採用Statistica與Amos進行資料及模式的統計分析與驗證。研究結果發現，讀者對電子書的知覺有用性、知覺易用性及產品特性對使用電子書的態度有一定程度的影響；讀者的自我效能對使用電子書的知覺行為控制有一定程度的影響；而讀者在使用過電子書後，其態度、主觀規範及知覺行為控制程度越高，日後持續使用電子書意願程度也越高。
並列摘要
Revolution in reading and publication knowledge is the end result of rapid development in technology and internet information applications, also known as digitalized paper book. The emergence of E-Book has brought our reading habits into a new era. As we are adapting to the new reading preferences, the greatest challenge E-Book publishers need to deal with is each individual’s reading habits. Hence, understanding different individual needs and wants will become the top priority for E-Book publishers. The framework of this study is primarily based on the “Decomposition Planned Theory of Behavior” and adopts the concepts of perceived usefulness, perceived of ease of use, subjective norm, self-efficacy, and product features to analyze the factors influencing reader’s preferences and acceptance towards E-Book usage. In the study, through an online questionnaire survey, 214 valid questionnaires were obtained and analyzed by Satistica and AMOS. The research results demonstrate the significant influence of perceived usefulness, ease of use and product features on individuals’ attitude toward E-books. Meanwhile, individuals’ perception of self-efficacy is significantly related to their perceived behavioral control. Finally, this study proves that more positive attitude, subjective norms, perceived behavioral control contribute to stronger intention of future E-book use.