隨著科技進步,閱讀書籍的方式不再只能以手拿實體書看,科技產品的創新改變人們閱讀的情境,2007年Amazon推出電子書閱讀器Kindle後,讓閱讀書籍有了不一樣的方式。本研究目的在於透過以涉入程度為外部變數的科技接受模式,探究民眾購買電子書的意願會受那些因素影響。研究對象以曾閱讀過電子書的使用者,經由問卷調查方式共收集281份有效問卷,以驗證因素分析模式,結合結構方程模式作為驗證假說之分析工具。研究結果發現:電子書使用者的涉入程度提高對其知覺有用性與易用性有正向影響,且知覺有用性與易用性得以帶來正面的使用態度,進而提高對電子書的購買意願,惟知覺易用性對知覺有用性的效果並不明顯。
With advancing technology, reading is no longer restricted to paper-books. Innovative tech-products have changed the reading situations for people. Reading methods appear distinctly after Amazon promoted an e-book reader, Kindle, in 2007. This study aims to explore the factors in the public Purchase Intention of e-books through Technology Acceptance Model with Degree of Involvement as the external variable. With questionnaire survey, the e-book users are collected 281 valid copies of questionnaires. Confirmatory Factor Analysis integrated with Structural Equation Modeling is utilized for testing the hypotheses. The research findings show that enhancing e-book users’ Degree of Involvement presents positive effects on Perceived Usefulness and Perceived Ease of Use and both Perceived Usefulness and Perceived Ease of Use could cause positive use attitudes and further enhance the e-book Purchase Intention; however, Perceived Ease of Use does not appear apparent effects on Perceived Usefulness.