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研究生:張淑薇
研究生(外文):Shu-wei Chang
論文名稱:台灣與美國消費者對電子書採用意願之比較研究
論文名稱(外文):A Study on Comparing Adoption Intention of E-books between Taiwanese Consumers and American Consumers
指導教授:孫思源孫思源引用關係
指導教授(外文):Szu-yuan, Sun
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:國際管理碩士學位學程
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:134
中文關鍵詞:創新擴散理論顧客忠誠度電子書顧客滿意度創新抵制理論
外文關鍵詞:Customer LoyaltyCustomer SatisfactionInnovation Resistance TheoryDiffusion of Innovation TheoryElectronic book
相關次數:
  • 被引用被引用:0
  • 點閱點閱:259
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  • 收藏至我的研究室書目清單書目收藏:3
近年來電子書市場成長快速,瞭解消費者對電子書(Electronic Book)的態度已變得日益重要。然而,過去很少有研究同時探討使用者對電子書採用和抵制的因素,及這些因素對消費者使用電子書的滿意度和忠誠度有什麼影響?不同國家的消費者對採用和抵制電子書的特徵是否會不同?因此,本研究結合創新擴散理論(Diffusion of Innovation Theory)和創新抵制理論(Innovation Resistance Theory),主要探討消費者使用電子書的接受和抵制因素及其態度對消費者滿意度(Customer Satisfaction)和消費者忠誠度(Customer Loyalty)的影響,並藉由比較台灣與美國消費者的使用意願探討其中的關聯性。

本研究提出整合的理論架構來探討消費者對創新的態度及其對消費者滿意度和忠誠度的影響,並且進一步分析兩國消費者電子書的使用特徵對滿意度及忠誠度的關係。本研究以台美兩國的消費者為主要研究對象,將279份有效問卷分為三組:第一組樣本包含台美兩國消費者、第二組和第三組分別為台灣和美國消費者。結果顯示:消費者對創新的態度對其使用電子書的滿意度與忠誠度有顯著關係。兩國消費者對電子書採用和抵制的態度與其使用電子書的滿意度和忠誠度有顯著不同。

本研究在理論及實務上的意涵及貢獻如下:(一)本研究建構了一個模式,並驗證之結果可以提供後續相關研究之依據及參考;(二)電子書出版商可以參考本研究結果擬訂其行銷策略;(三)圖書館管理員可以參考本研究結果擬訂其發展方針及定位其未來發展的角色。
Understanding the adoption of electronic books (e-books) is increasingly essential for enterprises and libraries. Previous studies have seldom investigated how users’ intentions of adopting and resisting e-books influence their satisfaction and loyalty. Hence, this paper aims to explore what factors accelerate and inhibit e-book adoption and how those factors influence consumer satisfaction and consumer loyalty. Furthermore, how users in different countries impact their perceptions of e-books.

This study applies Diffusion of Innovation Theory (DOI) and Innovation Resistance Theory (IRT) to explicate their influence on satisfaction and loyalty of e-books. The study collected 279 valid questionnaires from Taiwan and the U.S. and categorized the samples into three sets: (1) “the consolidated dataset” included respondents from both countries; (2) “the Taiwanese dataset” consisted of Taiwanese respondents; (3) “the American dataset” consisted of American respondents. The results suggested that ROI and IRT had significant impact on satisfaction and loyalty toward using e-books. Furthermore, the findings indicated significant difference on the attitudes of using e-books between Taiwanese and Americans.

Overall, the study exhibits empirical results of a combined model which provides further researches on related issues. The study assists the publishers to develop effective e-book marketing strategies and enables the librarians to formulate policies and position its future role.
中文摘要 i
ABSTRACT ii
ACKNOLWDGEMENTS iii
TABLE OF CONTENTS v
LIST OF TABLES vii
LIST OF FIGURES viii
LIST OF ABBREVIATIONS ix
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 RESEARCH MOTIVATIONS 4
1.3 RESEARCH QUESTIONS 4
1.4 RESEARCH PURPOSE 5
1.5 RESEARCH PROCESS 5
CHAPTER 2 LITERATURE REVIEW 7
2.1 ELECTRONIC BOOKS (E-BOOKS) 7
2.1.1 Definition 7
2.1.2 Previous Studies 8
2.1.3 Summary 11
2.2 DIFFUSION OF INNOVATION THEORY (DOI) 11
2.2.1 Definition 11
2.2.2 Previous Studies 15
2.2.3 Summary 18
2.3 INNOVATION RESISTANCE THEORY (IRT) 18
2.3.1 Definition 18
2.3.2 Previous Studies 22
2.3.3 Summary 23
2.4 CUSTOMER SATISFACTION AND CUSTOMER LOYALTY 23
2.4.1 Definition 23
2.4.2 Previous Studies 24
2.4.3 Summary 26
CHAPTER 3 RESEARCH METHODS AND HYPOTHESE 27
3.1 RESEARCH MODEL 27
3.2 HYPOTHESES 27
3.2.1 Diffusion of Innovation Theory and Consumer Satisfaction 28
3.2.2 Diffusion of Innovation Theory and Consumer Loyalty 30
3.2.3 Innovation Resistance Theory and Consumer Satisfaction 30
3.2.4 Innovation Resistance Theory and Consumer Loyalty 33
3.2.5 Customer Satisfaction and Customer Loyalty 34
3.3 MEASUREMENT DEVELOPMENT 34
3.4 PRETEST 37
3.5 SAMPLE AND DATA COLLECTION 38
CHAPTER 4 DATA ANALYSIS AND RESULTS 40
4.1 DEMOGRAPHIC DATA 40
4.2 MEASUREMENT MODEL 46
4.3 STRUCTURAL MODEL 59
4.4 MULTIPLE GROUP ANALYSIS 76
CHAPTER 5 DISCUSSIONS AND IMPLICATIONS 80
5.1 ACCEPTED HYPOTHESES 80
5.2 REJECTED HYPOTHESES 82
5.3 IMPLICATIONS FOR THEORY 89
5.4 IMPLICATIONS FOR PRACTICE 90
5.5 LIMITATIONS 91
5.6 FUTURE RESEARCH 93
5.7 CONCLUSION 94
REFERENCES 96
APPENDIX A: SUMMARY OF RELATED DIFFUSION RESEARCH 118
APPENDIX B: SUMMARY OF SCALES 120
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