比較紙本書與電子書對於消費者的購買意願之影響－以流行雜誌為例

網際網路的崛起，改變了讀者閱讀的習慣與方式，傳統出版業者也面臨轉型及困境，隨著行動上網與數位裝置的提升，以及環保意識抬頭，傳統出版業從過去的紙本型態式逐漸轉型為數位出版，台灣雜誌業者亦是如此，大多積極轉型為數位出版，或是利用各種不同網路媒體方式進行傳播及銷售。本研究採取量化研究方式，以知名的時尚流行雜誌－VOGUE的電子雜誌與紙本雜誌做比較，使用問卷的形式調查介於20-30歲的年輕消費族群針對此相關專業領域及有使用此兩種出版形式的消費者，去探討及分析消費者對於電子雜誌與紙本雜誌的購買意願。

關鍵字

數位出版；量化研究；電子雜誌；紙本雜誌；購買意願

並列摘要

According to the rapidly spreading of the Internet, it has changed the habit and the way how people read, therefore, traditional publishing industry have to face their barriers. Nowadays, traditional publishing industry has turned their way from old-school paper version to digital publishing because of the rising of the Internet, digital devices and environment awareness. It is the same situation to the publishing industry in Taiwan, they have been actively turning to be digital publishing or using different methods to sell and propagate with Internet. This research takes the most popular magazine in fashion industry-VOGUE to compare the E-meg to traditional magazine made from paper. People who participate in this study would be ranged from 20 to 30 to discuss and analyse the willingness of buying E-meg and the traditional magazine.