在2010年,蘋果公司發表了一項顛覆傳統電子閱讀器的產品-iPad,其功能與介面操作方式都與以往的電子閱讀器有很大的進步與改善。通常電子閱讀器都是單一閱讀功能,但iPad設計卻是以多元化的功能與易於使用的豐富多媒體為概念,彷彿就如同一台小筆電般的功能,這也讓大家稱它為平板電腦而不是電子閱讀器的最大原因。 本研究透過科技接受模型(TAM),發展出影響平板電腦接受程度的外部變數與認知易用性、認知有用性、使用與購買意願等構面之間的交互影響,並利用問卷調查方式,進行購買意願的調查。 根據本研究結果可以得知,包含購買動機,對於消費者購買數位產品-平板電腦意願產生的影響,期望能對企業在行銷實務與產品研發上有所幫助。台灣部分民眾對於使用平板電腦的意願,除了外觀、數位內容與電子書的普及與價格外,平板電腦的功能與介面設計也要符合使用者之接受度。
In 2010, Apple presented a disruptive electronic reader product-the iPad. Comparing to the traditional electronic reader, the iPad’s function and interface operation mode had made a lot of progress and improvement. The electronic reader usually has only one single reading function, but the iPad’s design is based on a wide range of features and rich multimedia, which can be conceptually used like a small laptop-like functionality.This is the reason why people call it the tablet PC instead of e-reader. Through the theory of Technology Acceptance Model (TAM),this research developed four interactive dimensions which include the acceptable level of external variables, cognitive ease of use, perceived usefulness and the use intention, and conducted a purchase intention survey by the questionnaire. According to the results of this study, which includes the purchase motivation for consumers to buy digital products - tablet PC willingness, we expect to help enterprises in marketing practices and product development. According to the willingness of some Taiwanese people to the tablet PC, in addition to appearance, digital content and e-book popularity and price, the tablet PC functionality and interface design should meet the users' acceptance.