影響消費者採用電子閱讀器意願之關鍵因素

隨著資訊科技與網際網路的發達，造就了許多科技新品不斷的問世，電子閱讀器（e-reader）也在這樣的環境下不斷的成長，除技術與功能持續的進步之外，也漸漸的被廣大消費族群所採納使用。本研究主要探討影響消費者使用電子閱讀器之因素，以整合性科技接受模型（UTAUT）理論為基礎，另外加入幾個重要的決定因素，包含個人創新性（Peraonal Innovation）、認知有趣（Perceived Playfulness）、資產特用性（Asset Specificity）、取得資訊績效（Information Expectancy）、成本（Cost）及閱讀習慣（Reading habit）等構念。實證結果顯示易用預期（Effort Expectancy）、社會影響（Social Influence）及認知有趣（Perceived Playfulness）三項對於行為意圖（behavioral intention）具有顯著影響。此外，本研究亦發現在不同的性別及年齡層中，對於績效預期、社會影響及認知有趣存在差異。本研究結果對於電子閱讀器採用在學術與實務上具有重要意涵。

關鍵字

整合性科技接受模型；易用預期；社會影響；認知有趣

並列摘要

With the prosperity of information technology and Internet, many technological products are created increasingly. E-reader has also grown increasingly in the situation. In addition to progressing in the technology and capability, E-reader is also adopted more and more by most of the customers. The study focuses on exploring the factors affecting the customer adoption of E-reader. UTAUT is applied as theoretical base, and this study adds many important determinants, including personal innovation, perceived playfulness, asset specificity, getting information expectancy, cost, and reading habit. The empirical results show that effort expectancy, social influence, and perceived playfulness affect adoption intention significantly. Moreover, the study also finds that there are different average levels of effort expectancy, social Influence, and perceived playfulness between genders and among ages. The findings of this study provide several important implications for E-reader adoption research and practice.