A Study of Consumers' Behavioral Intention on the Usage of E-book by Using Technology Readiness and Technology Acceptance Model
| Autor: | CHENG, TSUNG-SHENG, 鄭宗昇 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 Since 2007, the American Amazon Network Bookstore has promoted its first electronic book reader. E-book not only encourages digital reading but also digital publishing. With the popularity of wireless networks and improvement of the hand-held mobile equipments, the reading behaviors and habits of the consumers are revolutionized. However, according to the survey on consumer’s digital reading behavior in the latter half of 2011 conducted by FIND, about 19.3% Taiwanese adopted e-book service. Therefore, the purpose of the study aims to realize consumers’ acceptance of e-book and discuss the effect on consumers’ Technology Readiness of e-book perception and acceptance intention and diversity in e-book perception of consumers with different technology attitudes and take the findings as a reference to promotion strategy. The study regards the TAM and TRI model as framework, and questionnaire survey is adopted in this research. Questionnaires are distributed to teachers and high-tech engineers as potential consumers and 290 returned copies were valid. By means of SEM data analysis, the findings demonstrate that on the whole consumers accept e-book and hold positive attitudes toward e-book and prove that TRI has close relationship with TAM. Moreover, consumers generally hold optimism and innovation toward new science and technology, while their doubt about security and adaptability is relatively high. Finally, at four aspects of TRI, e-book potential consumers are divided into three groups based on use intention: technology explorers, technology recipients and technology laggards. What’s more, technology explores and technology recipients are mostly male technicians who are more willing to adopt e-book. In addition, male technicians could be given priority to the promotion of e-book. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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