大學生使用平板電腦為電子書閱讀器之購買意願研究

An Intention Study of College Students to Purchase Tablet PC as E-book Reader

李家瑋(Simon Lei) ； 郝宗瑜(Tsung-Yu Hao)

《中華印刷科技年報》 2012 (2012/06) Pp. 287-297

https://doi.org/10.30153/JCAGST.201206.0021

摘要

2010年在蘋果公司的iPad平板電腦推出巿場後，平板電腦巿場受到各家廠商的青睞，然而在這塊新興的巿場裡，在2011年各家都紛紛推出自家的作業系統及硬體設備來應戰。而然，各廠商探索消費者購買平板電腦決策過程，成為各家廠商的課題，而本研究主要是對大學生對購買平板電腦作為電子書閱讀器的購買意願作研究。本研究以問卷調查收集資料，並加以整理，期望研究結果能夠提供給相關平板電腦廠商在針對大學生的行銷策略上作為參考之用。

關鍵字

電子書閱讀器 ； 平板電腦 ； 巿場調查 ； 大學生

並列摘要

After 2010, Apple launched the iPad to the Market. This made other manufacturers not only paid attention to the market but also delivered the products plus the OS to the market of tablet PC. The various manufacturers to explore the decision-making of the consumer to buy a Tablet PC become the major subject of their future developmental direction. This research focused on the college students' willingness to buy the Tablet PC as an e-book reader for the reading. The survey questionnaire was conducted to collect the necessary information to be organized and categorized. We strongly hope the results of this study can provide to the Tablet PC manufacturers as a valuable reference for their marketing strategies to college student.