臺灣博碩士論文加值系統

由於資訊科技的發達，圖書的數位化已成為趨勢，亞馬遜(Amazon)所推出的Kindle閱讀器，上市之後便造成熱賣，電子書閱讀器讓讀者的閱讀習慣有了新轉變，而使用者對電子書閱讀器的行為態度與行為意圖，成為本研究欲探討的重點，故本研究以科技接受模式為基礎，探討影響使用者採用電子書閱讀器的重要因素。
本研究利用問卷調查方式來進行調查，問卷以SPSS統計軟體進行資料分析，經實證結果發現，使用者對電子書閱讀器的「數位內容豐富」、「產品功能」、「相容性」、「自我效能」，會對「知覺易用性」與「知覺有用性」有正向影響 ; 而「知覺易用性」、「知覺有用性」和「主觀規範」會對「行為態度」、「行為意圖」產生正向影響，最後，本研究提出實務上的建議與未來研究方向。

With the advancement of the information technology, the digital book has become a developing trend. The Amazon Kindle Reader is a successful product in the E-book reader market. E-book reader changes users’ reading habits. The users’ attitude toward behavior (ATB) and behavioral intention (BI) for E-book reader are important to the future development of E-book reader. In this study, combine the richness of digital content, product function, compatibility, and self-efficacy with Technology Acceptance Model (TAM) to explore users’ behavioral intention to E-book reader.
We used questionnaires to collect data and then proceeded statistical analysis with SPSS. The empirical results of this study indicated that the richness of digital content, product function, compatibility, and self-efficacy have positive influences on perceived usefulness (PU) and perceived ease of use (PEOU). In addition, perceived usefulness (PU), perceived ease of use (PEOU), and subjective norm (SN) also have positive influences on attitude toward behavior (ATB) and behavioral intention (BI). In the end, we present practical recommendations for the industry practitioners and suggestions for other researchers.

摘 要 II
ABSTRACT III
目錄 IV
圖目錄 VI
表目錄 VII

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與重要名詞釋義 2
第四節 研究流程 4

第二章 文獻探討 5
第一節 計劃行為理論 5
第二節 科技接受模式 8
第三節 電子紙的發展 14
第四節 各家電子書閱讀器產品介紹 17
第五節 數位內容豐富性 21

第三章 研究方法 23
第一節 研究架構 23
第二節 研究變數操作型定義與衡量 24
第三節 資料蒐集 29
第四節 資料分析方法 29

第四章 資料分析 31
第一節 樣本資料之敘述性統計分析 31
第二節 衡量問項之敘述性統計分析 33
第三節 問卷信度與效度分析 37
第四節 t檢定與單因子變異數分析 43
第五節 研究變數之相關分析與多元迴歸分析 49
第六節 假說驗證 52

第五章 結論與建議 57
第一節 研究結果 57
第二節 實務建議與學術意涵 58
第三節 研究限制與未來研究建議 59

參考文獻 61

圖目錄
圖1.1 研究流程圖 4
圖2.1 理性行為理論架構圖 6
圖2.2 計劃行為理論架構圖 7
圖2.3 科技接受模式架構圖 9
圖2.4 修正後科技接受模式架構圖 11
圖3.1 研究架構 23
圖4.1 研究架構路徑圖 55

表目錄
表2.1 主流電子紙技術比較表 15
表2.2 亞馬遜與綠林資訊電子書閱讀器比較表 17
表2.3 優派電子書閱讀器規格表 18
表2.4 BenQ電子書閱讀器規格表 19
表3.1 人口統計變數衡量問項 24
表3.2 數位內容豐富性之衡量問項 24
表3.3 產品特定功能之衡量問項 25
表3.4 知覺易用性之衡量問項 25
表3.5 知覺有用性之衡量問項 26
表3.6 主觀規範之衡量問項 26
表3.7 相容性之衡量問項 27
表3.8 自我效能之衡量問項 27
表3.9 行為態度之衡量問項 28
表3.10 行為意圖之衡量問項 28
表4.1 樣本資料分析 31
表4.2 各構面敘述性統計分析 33
表4.3 KMO適切性統統計量值之代表意涵 37
表4.4 KMO與Bartlett檢定 38
表4.5 「數位內容豐富性」之KMO與Bartlett檢定 38
表4.6 「產品特定功能」之KMO與Bartlett檢定 38
表4.7 各構面變項信度係數 39
表4.8 各構面之因素分析與效度 41
表4.9 性別在各變項間的差異 43
表4.10 學歷在各變項間的差異 44
表4.11 購書經驗在各變項間的差異 45
表4.12 學校所在地區在各變項間的差異 46
表4.13 學校所在地區多重比較摘要表 47
表4.14 各變數Pearson 積差相關係數矩陣 49
表4.15 知覺有用性之多元迴歸分析摘要表 50
表4.16 知覺易用性之多元迴歸分析摘要表 51
表4.17 行為態度之多元迴歸分析摘要表 51
表4.18 迴歸分析之變異數分析摘要表 52
表4.19 研究假設分析結果 53
表4.20 研究假設驗證彙整表 56

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三、網路資源

今日新聞網(2009.09.15)-推動數位出版產業，工業局:以102年產值千億為目標。取自
http://www.nownews.com/2009/09/15/320-2506553.htm。
台北縣電腦公會-產業評析，電子書閱讀器進入百家爭鳴的時代。取自
http://thca.org.tw/files/express/98010/2.htm。
經濟部通訊發展推動小組-產業評析。取自http://proj2.moeaidb.gov.tw/communications/getdetail.php?n_unit=3151&cfz_unit=2&cf_unit=11&menu=1。
電子工程專輯。取自http://www.eettaiwan.com/ART_8800638740_480702_NT_c509df56.HTM。
時報資訊(2011.04.28)-電子紙顯示，商機一觸即發。取自
http://money.chinatimes.com/news/news-content.aspx?id=20110428001557&cid=1211。
時報資訊(2011.05.20)-元太E Ink璀璨彩色電子紙顯示器獲獎。取自
http://tw.stock.yahoo.com/news_content/url/d/a/110520/3/2lf9k.html。