Over the past few years, people's reading behavior has changed. With an increasing amount of time spent reading electronic documents, a screen-based reading behavior is emerging. The reading behaviors of readers are influenced by means of different media. Since knowledge communication media (e.g., book、E-books) and devices (e.g., paper、E-reader devices) are continuously developed, the reading behaviors、attitudes and manner are also changed. In these two years, the technologies and production lifecycle of e-readers or mobile internet device with E-book reader function have been gradually matured and commercialized. In order to promote the new products, understanding readers’ behaviors and behavioral intentions is a developing issue in marketing arena.
This research aims to study the factors which affect users’ intention of adopting E-reader devices based on a modified Technology Acceptance Model (TAM). In the hypothesis, it is assumed that the factors are several external variables, product knowledge and consumer’s virtual experience. The research methods include the Internet questionnaire survey、focus group interview and statistical analysis. After months of investigation and doing statistical analysis, the study found that:
˙The gender differences (external variables) have a positive impact on e-reader user’s product knowledge. Although, the results were limited by questionnaire sample, they revealed that the features of the adopters of e-reader. Most of them are male who have higher product knowledge and 3C product experience than Female.
˙Two moderator variables, product knowledge and consumer’s virtual experience, couldn't be proved their moderator effect in this study but consumer’s virtual has been unexpectedly proved its mediator effect between computer literacy and perceived ease of use.
˙The perceived usefulness、the perceived ease-of-use and the attitude toward using have a positive impact on e-reader user’s behavioral intention.
˙The computer literacy and the network literacy have a obvious influence on e-reader user’s product knowledge.
˙The network literacy have a positive impact on the perceived ease-of-use.
According to the results of this study, we will make some suggestions for e-reader marketing or promotion.
