電子書在越南市場發展迅速，近期更廣受大眾歡迎。同時，電子書的出現也導致閱讀人閱讀習慣相當大的變化。本研究主要目的是探索讀者滿意度的因子，因為這將影響他們使用電子書的長期意願。
本研究調查了287名曾經使用電子書的越南讀者。
研究結果顯示，服務品質和知覺有用性對客戶滿意度有顯著的正向影響;而且，讀者的滿意度對使用電子書的持續性也有正向的顯著影響。然而，知覺易用性和直覺風險對滿意度無顯著影響。
期許本研究結果可供出版業、應用程式開發商參考及其他對越南市場有興趣的人參考，並提出實證結果來幫助他們更熟悉如何滿足客戶需求及提高服務品質，非常希望相關國際企業未來擬定公司策略時，亦能參考本研究。
The e-book has developed rapidly and gained increasing popularity. The emergence of e-book leads to considerable changes in reading. The main purpose of this study aims to explore the antecedents of reader’s satisfaction, which will influence their continuance intention to use e-book in Vietnam.
This study has used data collection of 287 Vietnamese readers who have experiences in using the e-book.
The results revealed that service quality and perceived usefulness have positive significant impacts on customer satisfaction; subsequently, reader’s satisfaction also has positive significant impacts on continuance intention to use the e-book. However, perceived ease of use and perceived risk do not significantly effect on satisfaction. The results of this study are expected to provide empirical evidence and helpful references for publishers and application developers to catch up with customer needs, improve service quality as well as build appropriate business strategies in the future.
