影響消費者購買電子書行為之研究

The study on consumer's e-books purchasing behavior

朱惠敏(Hui-Min Chu)

指導教授 ： 廖秀莉

中原大學/商學院/資訊管理研究所/碩士(2011年)

https://doi.org/10.6840/CYCU.2011.00191

摘要

隨著網路與科技的進步，已經有愈來愈多的消費者趨向使用智慧型手機，不論是軟體下載、閱讀電子書及觀看影片等，皆成為新一代智慧型手機用戶經常使用的行為。而由於電子書的特性以及電子書製作過程方便與不複雜，也使得電子書開發商的競爭者愈來愈多，因此如何吸引消費者購買電子書，已成為電子書開發商必須了解的。過去研究大多數在探討消費者對電子書的接受度以及購買意願，卻較少研究深入探討電子書該提供哪些線索來吸引消費者在網路上購買電子書。
因此本研究的目的主要探討電子書書名加入時間標記及提供試閱服務是否會影響消費者的購買意願。並將以上兩種設計分為兩個實驗進行研究，實驗一為書名加入含數字命名對於消費者購買功能性與享樂性書籍意願的影響，實驗二為當書籍價格各為免費與付費時，功能性與享樂性書籍提供試閱內容對消費者購買意願的影響。
本研究採用實驗室實驗法進行實驗，透過統計軟體分析得到以下結論：
一、 不論書籍為功能性還是享樂性書籍，書名加入時間標記都會提升消費者購買意願，其中又以享樂性書籍加入時間標記命名，對消費者購買意願影響較顯著。
二、 當書籍為免費時，功能性書籍提供試閱服務可提升消費者的購買意願。
三、 當書籍為付費時，享樂性書籍提供試閱服務可提升消費者的購買意願。

關鍵字

購買意願 ； 試閱服務 ； 時間標記 ； 電子書

並列摘要

With the progressing of Internet and technology, more and more consumers use smart-phone to download software, read electronic book and watch the movies. Because character of e-books and producing process of e-books are easy and convenient, there are more and more competitors of e-book developers. As a result, it is the most important issue for e-book developers to understand how to attract consumers purchasing e-books.
However, most of previous researches have focused on acceptance of e-books and purchase intentions, but few studies explore what kind of clues should be provided by e-books to attract more consumers to purchase e-books on the Internet.
Therefore, the aim of this study is to explore the electronic titles added time marks and provided part of content before consumers buying the book whether to affect consumer’s purchase intentions. The research will be divided into two experiments.
The study uses laboratory experiment to explore the findings and getting the following conclusions by statistical analysis software:
1. Adding the time mark on both of Utilitarian books title and Hedonic books title will enhance the consumers’ purchasing intentions. However, the influence of Hedonic books is much more obvious than Utilitarian books.
2. When the e-books for free, Utilitarian books providing the service of reading part of content can enhance consumers’ purchasing intentions.
3. When the e-books for paid, Hedonic books providing the service of reading part of content can enhance consumers’ purchasing intentions.

並列關鍵字

e-books ； purchasing intention ； time mark ； providing the service of reading part of content

參考文獻

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