數位內容(Digital Content)產業在台灣發展已行之有年,網路及數位化的進步更改變了人們的閱讀習慣,無論是雜誌、電子報、書籍等等,皆能透過網路輕易取得。這也使雜誌出版業者的經營模式與行銷策略出現了挑戰,由於雜誌在電子載體中,可充分展現圖文並茂的風采優勢,因此本研究以電子雜誌為產品類別,希望藉由了解台灣地區消費者對於電子雜誌的購買意願需求,以利企業在未來行銷策略上作為參考。以時尚電子雜誌品牌為例,探討具電子雜誌閱讀經驗的消費者對不同品牌知名度電子雜誌之知覺價值與購買意願,找出影響消費者購買觀看電子雜誌的重要原因。使用問卷調查法,將台灣地區具電子雜誌閱讀經驗的消費者則為主要研究對象,在網路上採隨機抽樣方式進行調查,共計回收有效問卷292份。研究結果發現品牌知名度確實影響消費者知覺價值亦可提升電子雜誌購買意願,除此更發現知覺價值的提升也加升消費者購買意願。
Digital content industry in Taiwan's development has been for years, network and more digital advances changed people's reading habits, whether it is magazines, e-paper, books, etc., all can be easily obtained through the Internet. It also made the magazine publishing industry's business model and marketing strategy appeared challenge, because the magazine electron carrier fully show the pictures and elegance of advantages, this study is toe-magazine for the product category, hoping to understand Taiwan consumers E-magazine will need to buy, to facilitate the business marketing strategy in the future as a reference. E-magazine fashion brand for the object of experience with electronic magazine read different brand of consumer e-magazine on perceived value and purchase intentions of consumers to buy to find out an important reason for viewing e-magazine. Using the questionnaire, the Taiwan e-magazine reading experience with the consumer was the main object of study, on the network using random sampling for investigation total recycling 292 effective questionnaires. The results showed that brand awareness do affect the perceived value of the purchase will also enhance electronic magazine, also found that perceived value addition is also added to enhance the consumer purchase intention liter.