大學生電子書消費行爲之研究

A Consumer Behavior Study of E-book of College Students

郝宗瑜(Tsung-Yu Hao) ； 蔡旻軒(Min-Hsuan Tsai) ； 藺思萍(Szu-Ping Lin)

《中華印刷科技年報》 2010 (2010/03) Pp. 279-298

https://doi.org/10.30153/JCAGST.201003.0020

摘要

根據逢甲大學圖書館在2008年針對全國10所大專院校大學生閱讀習慣調查，發現53%的台灣大學生每天讀書的時間為1至2小時，受訪的大學生認為網路、電視，搶奪閱讀的時間。從研究顯示大多數大學生使用網路的時間多過閱讀書籍的時間，而本研究的電子書為從網路上下載並在電腦螢幕上閱讀的內容，與大學生的生活習性相仿，因此本研究使用問卷的量化研究，希望藉此了解大學生電子書決策經驗及其電子書消費經驗，其研究結果發現大學生購買電子書不會因為性別、就讀學院、就讀年級及每月可支配金額等變項的不同而有所不同，且大學生普遍對於電子書的涉略度不高，購買的次數也不多，但大多數大學生對電子書的態度則多持正面的態度，故可提供業者在電子書行銷上的參考。

關鍵字

電子書 ； 消費行為

並列摘要

According to ”An Study of Reading Habits of College Students” from the library of Feng Chia University to the 10 universities in 2008, 53% of college students spent the time between 1 to 2 hours in studying everyday. The participated students said that the internet and TV occupied their reading time. It showed that most college students spent more time on internet than studying. Our study majorly focused on the e-book files downloaded from the internet to read on screen since it met the current life style of college students. This study was used the quantitative research method in order to understand the decision-making and consumer behavior habit in the e-book. The results showed there was no significance between the genders, colleges (within the university), grades, and money spend per month of buying e-books. College students are not familiar with the e-book very much and they did not buy the e-book often. Since they all hold the positive attitude toward to the e-book, it could provide the related industries to have certain ideas on this issue.

並列關鍵字

E-book ； Consumer Behavior

參考文獻

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