影響消費者對電子雜誌採用意願因素之研究

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Title:	影響消費者對電子雜誌採用意願因素之研究 A Study of Factors Affecting the Willingness of Comsumers toAdopt Electronic Magazine
Authors:	詹慧中 Chan, Huei-Chung
Contributors:	新聞學系
Keywords:	電子雜誌創新傳佈理論創新抵制理論採用意願 electronic magazine diffusion of innovation innovation resistance adoption intention
Date:	2013-06
Issue Date:	2013-11-11 11:13:52 (UTC+8)
Abstract:	網路與科技的進步在許多層面影響著當今的媒體產業，不僅改變了閱聽人媒體的使用習慣，也衝擊傳統產業過去所維繫的運作模式。隨著行動上網與數位裝置的提升，傳統出版業從過去的紙本型式逐漸轉型為數位出版，甚至更進一步擁有多媒體的動態樣貌，電子形式的數位閱讀浪潮隨之而起，使得台灣地區的電子雜誌前景十分受到注目。因此，本研究擬以多元的觀點，結合Rogers的創新傳佈理論與Ram and Sheth的創新抵制理論的正反論述，作為推論消費者對新產品採用意願之基礎，以了解台灣地區消費者對於電子雜誌的需求，以利於企業在擬定市場行銷策略時作為參考。　　本研究採取深度訪談法進行質化分析，以台灣地區具有電子雜誌閱讀經驗的消費者作為主要研究對象，在網路上以滾雪球抽樣法進行調查。研究結果發現，電子雜誌的接受意願與創新特性中，以相容性、相對優勢及複雜性的影響程度最大；而消費者對電子雜誌的價值障礙、使用障礙與風險障礙越大，則越會影響電子雜誌的使用意願。因此，建議可以凸顯電子雜誌的相對優勢及相容性，如提供創新閱讀功能、考量讀者閱讀習慣及免費試閱服務等，打破既有觀念及對新產品的不確定感，在操作介面的設計上更符合消費者的使用習慣，以增加消費者之採用意願。　The media industry today is deeply influenced by the development in Internet and technology in many aspects. Not only it changed the habits of the audience, but it also has a strong impact on the operation of traditional industries. With the enhancement of mobile network and digital device, the traditional publishing industry has been transformed gradually from paper type to digital publishing. Moreover, with the dynamic types from multimedia, digital reading in the electronic mode is on the rise, thus the development of electronic magazines in Taiwan is highly focused. In order to understand the willingness of consumers’ acceptance to new product, this studies combines diversified point of views, and the arguments between “Diffusion of Innovation Theory” by Rogers and “Innovation Resistance Theory” by Ram and Sheth, hence concludes the demand by consumers in Taiwan for electronic magazines, which can facilitate enterprises in developing marketing strategy. 　　The study takes experienced readers of electronic magazines as the main subject for interviews, and creating snowball sampling survey by internet for qualitative analysis. The result shows that the biggest impact on the acceptance willingness and innovation on electronic magazines is the compatibility and relative advantage. The value barriers and usage obstacles have strong influences on the users’ willingness. Consequently, in order to increase the users’ willingness, it is recommended to strengthen the relative advantages and compatibility of electronic magazines, such as providing innovative reading function, considering reading habits and providing free reading, etc., aborting exiting idea and the uncertainties towards new products, making the operating interface more user-friendly, thus increase consumers’ adoption intention.
Appears in Collections:	[Department of Journalism & Graduate Institute of Journalism] thesis

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