臺灣博碩士論文加值系統

在電子書的發展中，除了下載數位內容至用電腦、筆記型電腦外，另一常見之閱讀載具即為可攜式的電子書閱讀器，其採用「電子墨水」的技術，不但體積輕薄、在螢幕顯示上，也更接近實體紙張的呈現效果，隨著軟性電子產業的發展，應用在電子出版產業，勢必將顛覆傳統的閱讀習慣。但目前電子書閱讀器的使用情況尚未普及，且學術界也缺乏相關電子書閱讀器在消費者市場實證研究；因此本研究主要考量電子書閱讀器產品特性及市場概況，探討資訊來源對消費者創新接受程度的影響，及消費者創新接受程度、新產品屬性、環境變數對創新產品採用意願的影響，期望在廠商行銷族群開發上有所幫助。
本研究主要針對桃園大專院校學生為抽樣對象，並以非機率抽樣方法來進行資料收集，本研究以人員訪問的方式進行問卷調查，以取得研究分析所需之樣本。
在統計分析方法的使用上，先由信度分析檢測問卷內容的一致性，再以變異數分析驗證資訊來源多寡對消費者創新接受程度的影響、最後使用相關分析、迴歸分析來驗證費者創新接受程度、新產品屬性、環境變數對創新產品採用意願間的影響。根據問卷分析結果，本研究主要發現如下：
一、消費者創新接受程度會影響創新產品採用意願
二、消費者環境變數會影響創新產品採用意願
三、新產品屬性中的相對優勢、複雜性也會影響創新產品採用意願
四、資訊來源愈多會使消費者創新接受程度愈高

In the development of electronic books, in addition to downloading digital contents to computer, notebook computer, the other frequently used reading carrier is portable eREADER that its volume is not only light and thin but also close to the effect of display by real paper on the screen thanks to the “electronic ink”. With the application of the results of the development of soft electronic industry to the electronic publication industry, the traditional reading customs might be overturned. But at present stage, the use of eREADER is not so popular and the academic circle lacks the empirical researches on eREADER in consumer market. Therefore, the main consideration of the research is the characteristics and the market situation of eREADER products. The research aims to explore the effects of the sources of information on the acceptance of innovation by customers and the acceptance of innovation by customers, the attribute of new products, the variable of environment on the intention to adopt innovative products with a hope that the results of the research could be helpful to the development and marketing in potential customer group.
The research took the college and academy students in Taoyuan County as subjects and with non-random sampling to collect data. In the research, we conducted questionnaire survey through person-to-person interviews to secure the sample necessary for the analyses.
In the use of statistics and analytic method, we firstly tested the consistency of the contents of questionnaire before used ANOVA to verify the effects of the volume of the sources of information on the acceptance of innovation by customers. In the final stage, we used correlation analysis, regression analysis to verify the acceptance of innovation by customers, the attributes of new products, the effects of the variable of environment on the intention to adopt innovative products. According to the results of analysis, we have following major findings:
1.The acceptance of innovation by customers would affect their intention to adopt the innovative products;
2.The variable of environment would affect customers’ intention to adopt the innovative products;
3.The relative advantage, complexity of the attributes of new products would also affect customers’ intention to adopt the innovative products;
4.The more sources of information are, the higher acceptance of innovation by customers will be.

目 錄
誌謝辭---------------------------------------------------------------I
摘要----------------------------------------------------------------II
目錄--------------------------------------------------------------III
圖目錄--------------------------------------------------------------VI表目錄------------------------------------------------------------VII
第一章 緒論
第一節 研究背景-----------------------------------------------------1
第二節 研究動機-----------------------------------------------------3
第三節 研究目的-----------------------------------------------------4
第四節 研究範圍與對象-----------------------------------------------4
第五節 研究流程-----------------------------------------------------5
第二章 文獻探討
第一節 電子書市場之背景介紹----------------------------------------8
第二節 創新產品採用相關理論---------------------------------------20
第三節 資訊來源---------------------------------------------------29
第四節 消費者對於創新接受程度------------------------------------31
第五節 新產品屬性---------------------------------------------------37
第六節 環境變數----------------------------------------------------43
第七節 小結-------------------------------------------------------45
第三章 研究設計方法
第一節 研究架構及研究假說之建立---------------------------------48
第二節 研究變數之操作性定義---------------------------------------51
第三節 問卷設計---------------------------------------------------------52
第四節 抽樣設計----------------------------------------------------60
第五節 資料分析方法-----------------------------------------------61
第四章 實證分析
第一節 樣本資料說明--------------------------------------------------64
第二節 問卷量表信度檢測--------------------------------------------66
第三節 消費者採用電子書閱讀器之因素探-----------------------71
第四節 小結----------------------------------------------------------83
第五章 結論與建議
第一節 研究發現------------------------------------------------------86
第二節 研究涵義-----------------------------------------------------90
第三節 研究限制-----------------------------------------------------93
第四節 後續研究方向--------------------------------------------------94
參考文獻
一、中文部分--------------------------------------------------------97
二、英文部分--------------------------------------------------------98
附錄—正式問卷-----------------------------------------------------102

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