臺灣博碩士論文加值系統

電子書係是結合新科技產品的消費特性、數位內容來源與獲取、電子商務交易機制的安全性等特色所發展而出的新興產業，因此在探討電子書的未來發展趨勢上，也需由這三種角度來分析現有產品的發展狀況，並從產品創新性、產品設計方面與消費者創新性來分析消費者購買電子書的意願。
基此，本研究依據Rogers的創新擴散理論及Holak的新產品採用模型為理論基礎，加入產品設計的觀點及消費者創新性，並考量電子書產品特性及市場概況，期望發展出更能解釋消費者購買電子書的行為模式，探討影響創新消費者對電子書的購買意願，以深入了解電子書之目標市場，作為出版業者擬定行銷策略的參考。
本研究採用網路問卷方式進行資料蒐集，並將目標鎖定在電子書潛在使用者作為研究樣本，本問卷有效樣本360份，利用統計軟體SPSS 13.0與Visual PLS 1.04進行分析。研究結果發現：1、產品創新性與電子書購買意願之間有顯著正向關係，顯示當消費者所知覺創新產品的相對利益愈高、相容性越高與複雜性愈低，其採用電子書的意願會愈高；2、產品設計與電子書購買意願之間有顯著正向關係，顯示當消費者所知覺產品設計的功能設計、人因設計與外觀設計愈是符合消費者的需求，其採用電子書的意願會愈高；3、消費者創新性對電子書購買意願之間有顯著正向關係，顯示消費者的創新接受程度愈高，其採用電子書的意願會愈高。
本研究結果對產業界與學術界之貢獻如下：針對產業界方面，建議電子書業者在電子書產品上市初期鎖定在創新的消費者、產品的創新性、產品及價格策略等有利於行銷方面之作法，以協助電子書業者更瞭解目標市場；在學術界之貢獻方面，以往探討有關新資訊科技的購買意願大多採用「科技接受模型」，本研究試著結合「創新擴散理論」、「新產品採用模型」，以及「消費者創新性」構面來探討消費者對電子書購買的意願之影響，研究之結果獲得不錯的解釋能力。

The emerging E-book incorporates the consumer characteristics of new technical products, digital contents sourcing and obtaining, and the security of E-business transaction; therefore, these three factors are essential for the future development of E-book. We analyze the consumers’ purchase intention E-book through product innovativeness, product design and consumer innovativeness.
According to above, this research is based on Rogers’ “Diffusion of Innovations” and Holak’s “New Product Adoption Model” as the theoretical foundations, incorporates the concept of product design and consumer innovativeness, and considers E-book product characteristics and the general market condition. Our research purposes are to understand the behavior why innovative consumers would buy E-book, and the target market of E-book.
We focus on the target research samples who are E-book potential users, and the surey was conducted via the Internet. There are total 360 effective samples. The statistical softwares SPSS 13.0 and Visual PLS 1.04 are used to analyze the survey data. The research findings are as follows:
1、There is an obvious positive relation between product innovativeness and E-book purchasing intention. That is, when an innovative product has advantage and compatibility, consumers will have intention to use E-book.
2、There is an obvious positive relation between product design and consumer purchasing intention, and it represents when the product functional design, human-centered design and appearance design can meet consumers’ requirements, consumers will be more willing to use E-book.
3、There is an obvious positive relation between consumer innovativeness and E-book purchasing intention, and it represents when consumers have higher innovation acceptance level, their purchase intention of E-book will be greater.
The research contributes the following results to both industry and academy. For academy, this research is different from most of previous studies that used “Technology Acceptance Model” to discuss new information technology purchase intention. This research combines “Diffusion of Innovations” and “New Product Adoption Model” to understand the consumers’ E-book purchase intention. For industry, this study suggests that when initializing a new E-book product, product managers are expected to focus on the product innovativeness, the product and pricing strategies, and the innovative consumers.

摘要 ......................................I
ABSTRACT .....................................II
誌謝 .....................................IV
目錄 ......................................V
表 目 錄 .....................................IX
圖 目 錄 ......................................X
第一章 緒論 .............................1
第一節 研究背景 .............................1
第二節 研究動機 .............................3
第三節 研究目的 .............................5
第四節 研究流程 .............................6
第二章 文獻探討 .............................8
第一節 產品設計 .............................8
第二節 創新擴散理論...........................10
第三節 電子書的起源與定義.....................26
第四節 電子書閱讀器的發展.....................43
第五節 購買意願...............................48
第三章 研究方法..............................52
第一節 研究模式...............................52
第二節 研究變數與假說.........................53
第三節 變數操作型定義與衡量...................58
第四節 研究設計...............................60
第四章 資料分析與研究結果....................68
第一節 有效樣本結構...........................68
第二節 測量模式分析...........................77
第三節 結構模式分析...........................84
第五章 結論與建議............................86
第一節 研究發現...............................86
第二節 研究範圍與限制.........................91
第三節 後續研究建議...........................92
參考文獻......................................97
一、中文文獻..................................97
二、英文文獻.................................100
附錄一、研究問卷.............................110

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