訂製化科技接受模式方法 :台灣電子書市場分析

A Customized Technology Acceptance Model: Don’t judge a Taiwanese E-book Market by its Cover

迪納斯(Johannes Martinus Potgieter)

指導教授 ： Kang ； Jin-su

國立交通大學/管理學院/企業管理碩士學程/碩士(2010年)

https://doi.org/10.6842/NCTU.2010.00283

摘要

這十幾年來,電子書使用在教育方面的概念非常成功, 但是這個產品概念無法實現因為當時的螢幕科技有限而不合。今日的電子書產品例如Kindle,IPad,等等重新強調了這個技術趨向的重要性。本研究是針對台灣市民對於電子書在娛樂市場使用情況和行為意圖是如何被認知有用性，相對優勢，認知易用性和社會因素影響到。

本研究證明認知有用性對於年輕世代行為意圖的影響比較強烈。此外, 相對優勢對於行為意圖的影響是及年齡和文化無關。區別男性及女性的接受度是不簡單，因為接受度是以年齡有關而不是性別。在社會因素方面的研究,分區留在台灣的外國人及台灣人的使用影響也是比較難. 市場還滿複雜的，並且人民無論是被哪一方面的文化影響都有相同的偏好。這研究指出的結果將有助於電子書出版商以及對於電子書在娛樂使用之市場。性銷戰略是會確定推出新技術產品之成功率。

這些信息使他們可以在採用電子書籍的戰略和管理方式做出決策。

關鍵字

E-book ； Technology Acceptance Model ； College of Management ； Business Administration ； Taiwanese Market

並列摘要

The e-book concept being used for academic purposes proved to be very successful during the last decade. However, the concept had trouble entering the market segment due to a lack of screen technology. Recent announcements of the launching of new e-book reader devices (such as Kindle, Ipad, etc) have re-emphasized the importance of this technological trend. Little research has been done as to how ‘ready’ the public is to accept this new trend. Therefore, this study is focused on the recreational market segment and it analyzes four constructs, namely perceived usefulness, relative advantage, ease of use and social factors influencing the usage and behavioral intention of people living and working in Taiwan, Republic of China.
The findings of this study indicate that the influence of perceived usefulness on behavioral intention is indeed stronger for the younger generation. Furthermore the effect of relative advantage on behavioral intention is not necessarily moderated by age, since the effect is the same for both groups and the effect of perceived ease of use on behavioral intention is more or less the same across cultures. Distinguishing between the ‘level of acceptance’ of males and females are not too easy, because it is most likely being moderated by age, and not gender. As for the influence of Social factors on usage, it is also not that easy to distinguish between the ‘level of acceptance’ of foreigners in Taiwan compared to Taiwanese citizens. The market is complex and people prove to have the same preferences, irrespective of culture. The findings give very specific indications to publishers and other market players interested in entering the e-book market segment that is focusing on recreational purposes. Marketing strategies determine the success-rate of the launch of any new technology.

These findings can help top managers to make better decisions regarding the recreational market segment of the e-book marketplace.

並列關鍵字

E-book ； Technology Acceptance Model ； College of Management ； Business Administration ； Taiwanese Market

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