消費者虛擬經驗與產品知識對電子閱讀器使用意願影響之研究

CCUR > College of Journalism and Mass Communications > Department of Information Communications & Graduate Institute of Information Communications > thesis > Item 987654321/19967

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Title:	消費者虛擬經驗與產品知識對電子閱讀器使用意願影響之研究
Authors:	蔡瑋妮
Contributors:	資訊傳播學系
Keywords:	電子閱讀器科技接受模式產品知識虛擬經驗使用意願
Date:	2010
Issue Date:	2011-10-27 14:38:52 (UTC+8)
Abstract:	近幾年來，人們的閱讀習慣正面臨挑戰，人們有越來越多的機會透過螢幕來閱讀電子文件或書籍，人類的閱讀行為也因此受到不同的知識傳播的中介媒體(如書本、電子書等)與使用的載具(如紙張、電子閱讀器等)的影響，導致閱讀方式、習慣與行為逐漸改變，而這樣的轉變更明顯地牽動著相關產業的商業模式與消費者行為。這兩年電子閱讀器或是附有閱讀電子書功能的電子行動裝置發展越來越成熟，為了行銷推展這類商品，了解消費者的使用行為與使用意願成為行銷領域裡重要的課題。根據文獻的探討，本研究將整合使用Davis(1989)所提出之TAM科技接受模型與Venkatesh & Davis (2000)提出的TAM2修正過的科技接受模型，作為解釋「電子閱讀器使用意願」的理論基礎，並將消費者的「產品知識」與「虛擬經驗」用於取代TAM2的「經驗」這項變數，視為模型中的調節變項(moderator variables)，套入修正後的科技接受模型之中，置於外部變數(使用者特性)與知覺有用、知覺易用之間，並透過問卷與焦點訪談的研究方法，收集資料，並經由統計與分析整理後得到以下的幾點研究結果: 1.性別對於產品知識有顯著的影響，顯示目前使用電子行動裝置閱讀電子書的人，大多具有一定程度的資訊科技相關產品知識與資訊處理能力，並以男性居多。 2.本研究使用了混合交互作用迴歸分析，來確認「產品知識」與「虛擬經驗」兩個調節變數是否成立，結果顯示產品知識與虛擬經驗並未形成調節效應，不可被視為調節變數，因此，相關假說結果無法成立。不過研究中意外發現，「知覺易用」與「電腦素養」兩個變數間的「虛擬經驗」中介變數關係成立。 3.知覺有用性、知覺易用性與使用態度對於電子閱讀器的始用意願有顯著的影響。 4.「電腦素養」與「網路素養」對於「產品知識」有明顯的影響，顯示懂得如何利用電子行動裝置閱讀電子書與懂得如何下載電子書閱讀軟體的使用者，其產品知識較「不懂得」的使用者高出許多。 5.「網路素養」對於「知覺意用性」有顯著的影響。綜合研究分析與結果，本研究將於最後提出，電子閱讀器行銷與策略的建議與後續的研究方向。 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.
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