台灣電子書消費者特質影響行為意向之研究

Entity Bookstores of the Consumer and the Experiential Marketing-Case of College Students

謝謹羽(Chin-Yu Hsieh)

《中華印刷科技年報》 2012 (2012/06) Pp. 298-307

https://doi.org/10.30153/JCAGST.201206.0022

摘要

高度忠誠度一直是企業品牌積極努力培養的關鍵性指標，Engel, Blackwell & Miniard（1995）指出行為意向為消費者在消費後，對於產品或企業可能採取特定活動或行動行為的傾向。台灣電子書產業蓬勃發展，而電子書產業因應數位化而起，企業品牌與消費者之間的關係秉持著以往的經驗連結，當顧客的閱讀經驗轉向，多年來的消費習慣與行銷模式也隨之改變；企業品牌的最終目標，即為創造黏著度極高的品牌忠誠者。本研究即從了解台灣電子書消費者的個人背景與使用習慣，其對於電子書消費行為的影響關係，以網路問卷調查方式蒐集衡量量表，後進行項目分析、信效度分析等，結果發現年齡介於50～59歲者或月平均收入介於80,00～100,000元者對於電子書忠誠度最高、且願意支付更多的費用消費電子書；教育程度於高中（職者）對於電子書也願意支付更多的費用進行閱讀。而教育程度若為大專院校者對於電子書的轉移行為有較高的同意程度。平均月收入與忠誠度、支付更多達顯著水準；而消費電子書平均支付費用為一本付費金額約為新台幣100元（含）以下者，對於電子書發生問題主動向電子書供應商或服務人員反應之程度較高。

並列摘要

A high degree of loyalty has been a key indicator of corporate brand to actively strive to cultivate. Engel, Blackwell & Miniard (1995) pointed out that behavioral intentions for the consumer in the product or business may be taken by the tendency of specific activities or actions.The flourishing development of Taiwan's e-book industry, book industry should be digitized sky, the relationship between brand and consumer uphold past experience, links, and turn to when the customer's reading experience. The spending habits and marketing model was been changed. In this study, namely from the understanding of Taiwan's e-book consumers' personal background and habits, e-book consumer behavior, Internet questionnaire to collect measure the scale after item analysis. reliability and validity analysis, the results found between the ages of 50 to 59 years of age or the average monthly income between 80,001 and $ 100,000 for e-book loyalty, and are willing to pay more for consumer e-books; level of education in high school for e-books willing to pay more to read. Level of education for tertiary institutions who have a higher level of agreement for the transfer behavior of the e-book. Average monthly revenue and loyalty, to pay more up to the level of significance; consumer e-book average pay for a payment amount of approximately NT $ 100 (inclusive) below, a problem for e-books take the initiative to supply to the e-book dealer or service personnel of the extent of the reaction is higher.