臺灣博碩士論文加值系統

網際網路的發達及資訊上網的應用趨勢愈益成長之下，人們將會開始習慣電子媒體的資訊傳播模式，逐漸改變消費者取得資訊與閱讀行為模式，因此也為數位出版業帶來莫大的商機。然而目前電子書市場有如黑暗中的大陸一樣，充斥著不明確的消費者行為模式，却又處處展露一絲絲生機，促使業者紛紛覬覦此市場大餅的同時，卻又不敢貿然進入。為了協助業者了解消費者對採用電子書閱讀的影響因素為何，以及目前消費者使用電子書閱讀的態度及行為意圖影響等相關理論及實證研究仍顯些不足，本研究以計劃行為理論為理論基礎，結合科技接受模型、創新擴散等理論，並且以結構方程模式(SEM)方法，將所蒐集的300份資料，試著發展出一具理論且實證性的研究模式。
　　研究結果發現，影響消費者採用電子書閱讀之決定影響因素為行為態度，另外，主觀規範及知覺行為控制亦有些微的影響。在行為態度方面，要消費者對採用電子書閱讀產生正面評價及觀感，相容性是最大因素，雖然電子書可帶給消費者其他的效益，但還是得回歸至最原始的問題－消費者的閱讀習慣。此外，個人創新性的影響顯著，可協助業者鎖定其目標市場。主觀規範中的人際影響顯著，表示目前的消費者較重視周圍朋友的消息來源，因此推廣電子書閱讀行為的初期，業者須以做好口碑為優先，以期透過人際管道更快及正面地散播出去。知覺行為控制的自我效能的影響力顯著，業者需要考量電子書的操作性，勿讓消費者對自己使用能力感到挫敗，進而降低使用意願。

With the advance of Internet services and information technologies, people are more familiar with the electronic way that information is disseminated. As consumers may change their reading habits to receive information electronically, publishers have great opportunity of making good business. Although the current market for E-books is still premature, publishers continue to research on customers’ needs. We believe that the growth of market on E-books will soon be dream come true. For the time being, there are many publishers planning to join this market, but they are afraid of the unknown marketing trend. Since there are no researches on readers’ attitude toward E-books, this research can help publishers understand what consumers really want when studying E-books. Primarily based on the Theory of Planned Behavior, this research also utilizes the Technology Acceptance Model and Diffusion of Innovation. From the collection of over 300 experimental targets, this research uses the method of SEM to develop a research model.

Based on our research, we discover that the factors that affect consumers’ willingness to read E-books are behavioral attitude; subjective norm and perceived behavioral control. For behavioral attitude, compatibility is the main factor to urge consumers to study E-books. Although E-books can bring many advantages to consumers, but they can not avoid the most fundamental problem, i.e., how to satisfy the reading habits of consumers. Besides, the remarkable personal innovation can help publishers to focus on the target markets. The interpersonal relationship is remarkable in the Subjective Norm; the research shows that consumers always trust the messages given by people around them. So, at the early stage, publishers need to keep good
reputation and make this good image propagated through different relationships. The influence of self- efficiency in the perceived behavior control is apparent. Publishers need to improve their E-books to keep consumers from being frustrated in studying digitalized contents. The less in frustration encourages consumers more willingly to study E-books.

壹、緒論……………………………………………………………………………1
第一節　研究背景與動機……………………………………………………1
第二節　研究目的……………………………………………………………3
第三節　研究範圍及對象……………………………………………………4
第四節　研究流程……………………………………………………………6
貳、數位內容產業發展概況………………………………………………………7
第一節　數位內容……………………………………………………………7
第二節　數位出版……………………………………………………………8
第三節　電子書………………………………………………………………10
參、文獻探討………………………………………………………………………19
第一節　理性行為理論………………………………………………………19
第二節　計劃行為理論………………………………………………………21
第三節　科技接受模型………………………………………………………29
第四節　創新擴散理論………………………………………………………37
肆、研究方法………………………………………………………………………44
第一節　研究架構……………………………………………………………44
第二節　研究假設……………………………………………………………46
第三節　操作性定義與衡量…………………………………………………54
第四節　問卷設計……………………………………………………………63
第五節　研究對象及調查方式………………………………………………65
第六節　資料分析方法………………………………………………………65
伍、資料分析………………………………………………………………………66
第一節　樣本描述……………………………………………………………66
　　第二節　本研究模式之驗證…………………………………………………69
第三節　模式解釋……………………………………………………………84
陸、結論與建議……………………………………………………………………90
第一節　研究結果與發現……………………………………………………90
第二節　研究貢獻……………………………………………………………93
第三節　研究限制……………………………………………………………94第四節　研究建議……………………………………………………………95
參考文獻……………………………………………………………………………96
一、　　中文部分……………………………………………………………96
二、　　英文部分……………………………………………………………98
附錄 A 前測問卷..................................................106
附錄 B 前測問卷..................................................112

圖目錄
圖1-1本研究之研究流程…………………………………………………………6
國3-1理性行為理論………………………………………………………………20
圖3-2計劃行為理論………………………………………………………………21
圖3-3科技接受模型………………………………………………………………30
圖4-1本研究之觀念性架構………………………………………………………45
圖5-1本研究架構之模式圖………………………………………………………89

表目錄
表2-1我國數位出版典藏產業範疇………………………………………………8
表2-2電子書之定義………………………………………………………………10
表2-3電子書之分類方式及類型－黃羨文………………………………………12
表2-4電子書之分類方式及種類－邱炯友………………………………………13
表2-5本研究之電子書定義………………………………………………………14
表3-1計劃行為理論運用在資訊科技接受意願的相關文獻……………………25
表3-2科技接受模型運用在資訊科技接受意願的相關文獻……………………31
表3-4創新擴散理論運用在資訊科技接受意願的相關文獻……………………40
表4-1假設檢定彙整………………………………………………………………53
表4-2變數參考量表彙整…………………………………………………………60
表4-3預試問卷各成份量表內部一致性信度……………………………………64
表5-1樣本基本特性分析…………………………………………………………67
表5-2修正後各構面之問項………………………………………………………70
表5-3各變項之間的路徑關係與影響程度的參數估計值………………………73
表5-4各衡量變數之平均數與標準差……………………………………………74
表5-5整體模式適配度分析………………………………………………………78
表5-6各觀察變項SMC指標………………………………………………………81
表5-7研究模式各變數之信度分析………………………………………………82
表5-8各構面的關係檢定…………………………………………………………86
表5-9研究模式的間接直接與整體效果…………………………………………88

中文部分
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謝政益(2003)，「網路電話接受度之研究」，國立台灣科技大學資訊管理系碩士論文。


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