- 學位論文
企業人士對電子雜誌的接受度及偏好
Enterprisers’ acceptance and interest of e-Magazine
摘要
自從亞馬遜書店將無線網路、電子書閱覽器、數位內容整合在一起後，人們開始體會到數位閱讀的便利、快速；而多媒體平板電腦推出後，又將數位閱讀從黑白轉為彩色多媒體，間接帶動平板裝置的發展，人們也開始透過電子雜誌交易平台上，下載多種型態的電子雜誌，帶動電子雜誌的成長，但由於閱讀電子雜誌的終端設備軟硬體相當多，電子雜誌所使用的檔案格式大不相同，也造成消費大眾不同的閱讀經驗。 研究生從事平面雜誌工作多年，深刻感受到平面雜誌轉型電子雜誌的壓力與衝擊，業者從原來的內容提供者，轉變為數位內容的提供者，一方面需面對多元的電子閱覽器軟硬體設備與電子雜誌檔案格式，一方面還要探測市場水溫，了解消費者的偏好，在此產業變動的背景下，引發研究的動機，在和指導教授陳銘薰老師討論後，敲定本研究的目是以科技接受模型、創新擴散理論，以及計劃行為模式為研究方法及架構，驗證企業人士對電子雜誌的接受度及偏好，透過假設驗證的過程，進一步了解影響企業人士使用及購買電子雜誌的因素有哪些?以及因素影響的程度大小為何? 在參考國內外有關電子書、電子雜誌的重要文獻後，透過研究方法的分析驗證也有了重要的結論，包括：一、知覺有用性、知覺易用性、相容性、可試用性、可觀察性都會影響企業人士對使用電子雜誌的接受度。 二、態度、主觀規範、知覺行為控制對企業人士購買電子雜誌的「行為意圖」也都有正向影響。 此外，從研究結果對應電子雜誌的發展現況，逐一將結果推導下，也進一步發現「管理意涵」，有助於提供實務經營上的參考，希望也能在學術研究上有微薄的貢獻。
並列摘要
Many people found out that it’s so many easy and quick for digital content reading after assembling the wireless network、e-reader、digital content together by Amazon’s kindle. Furthermore, in a short time, it has been up-graded to colorful monitor vision after Multimedia Tablet PC. It brings them for us in a no key-board computer world and development in future. Of course, many people like to down-load them many kinds of e-magazine through those e-magazine transact positions. For e-magazine reading, there are so many hard and soft parts as well as so many different forms and files in it will bring us so many many different reading experiences. In the past, I worked on the paper magazine for over 20 years and know clearly that it is very difficult and shocked to the most of consumers how to change their mind and reading habit from original paper to e-reading. At the same time, the magazine company must face all kinds of different e-Reader, hard and soft equipment and their e-magazine so many archives and forms. On the other hand, they must try to understand the consumer market how much of their acceptance for e-reading. This is to guide me why I research this reading-change. Therefore, after discussion with professor Chen, Ming-Shiun and decide to carry out a research for e-magazine reading in future under the ways of Technology Acceptance Model、Diffusion of innovation model、Theory of Planned Behavior for proof and checking how much of consumer’s acceptance and interest in all the magazine market. And try to understand further that what effects in the consumer market and what reasons to change most of the enterprise companies their mind to buy and use e-magazine for their reading. With reference to the foreign and local relative e-books, e-magazines and other e-readings information through my above researches ways and I have a proof result as following：1. Perceived usefulness、Perceived ease of use、Compatibility、Trialadility、Observability will affect most of enterprise companies their acceptance of e-magazine reading. 2. It will have a influence to interest more enterprise companies to buy and read e-magazine with Attitude , Subjective Attitude toward the Behavioral Intention, Subjective Norm and Perceived Behavioral Control. From above and after researching, I found out further management implications will have a good help and reference for the traditional magazine companies their management and further business. I do hope, from my above research and study, will bring more and good information to the more enterprise companies in future.