以科技接受模式探討電子書使用與需求之研究

Abstract

本研究蓋以「科技接受模式」為基礎架構，並加入使用者需求構面，藉以瞭解電子書之使用與需求。首先搜集與電子書相關之文獻資料，探討目前電子書之發展趨勢。然後採用嚴謹設計的網路問卷調查法，搜集曾使用7~10吋行動載具來閱讀電子書之使用者的回覆；調查總共回收了304份有效問卷，用以探討使用者需求與其使用行為之間的關係。除此之外，藉由深度訪談法搜集12位受訪者的意見，包括使用者、業者及專家學者，以瞭解大家對電子書使用與需求真正重視之程度。最後，根據本研究所歸納之結論，分別給予電子書內容業者、政府及後續研究者相關具體建議。 本研究發現：在使用情況方面，「10吋」螢幕為使用者之首選；閱讀原因以「方便」為主；地點以「住家」為主；類型以「文學類」為主；目的以「休閒娛樂」為主；使用者認為電子書價格應比紙本書便宜；使用者取得電子書管道以「App Store」為大多數。電子書之「使用者需求」的確會影響「知覺有用性」及「知覺易用性」，使用者需求包含「經驗性」、「功能性」及「象徵性」需求，其中「象徵性需求」對「知覺有用性」的影響呈現不明顯，而「功能性需求」影響效果最大，因此，在增加電子書之知覺有用性及知覺易用性上，建議可增強功能性需求，如提供具特色之加值服務，以建立舒適的閱讀環境。電子書之「知覺有用性」及「知覺易用性」也會影響「使用意圖」，因此，建議可增強電子書之知覺有用性及知覺易用性，如提供創新閱讀功能、運用口碑行銷、考量閱讀習慣及免費試閱服務等，進而增加使用者之使用意圖。This study used the approach, Technology Acceptance Model, as the basic research framework and added the structure of users’ needs to find out what the usage situations and requirements of e-Books are. At First, literatures related to the e-Books were collected and surveyed to discover the development trends of current e-Books. Then, a carefully designed Internet questionnaire was adopted to collect replies from selected users who had ever used 7 to 10-inch mobile devices to read e-Books to understand users’ experiences. A total of 304 valid questionnaires were collected, so as to explore the relationships between the users’ needs and usage behaviors. In addition, in-depth interviews were carried out to collect the opinions from 12 respondents, including the users, content suppliers, experts and scholars, in order to find out the information about the uses and the needs of e-Books that users really care. At Last, we will use the conclusions of this study to make some concrete suggestions to the e-Book content suppliers, the government and future researchers. From this study we found out that 10-inch screen size is the most popular choice. The main reason for using e-Books is convenience. The favorite place to read eBooks is at home. The type of article and the purpose of the reading are primarily on literature and for recreation. Users believe that the prices of e-Books should be cheaper than the paper books. Furthermore, most users get their e-Books from App Stores. This study reveals that e-Book users’ needs can affect perceived usefulness and perceived ease of use. The users’ needs include experiential, functional and symbolic needs, where symbolic needs have no significant impacts on perceived usefulness, and functional needs have the greatest effects. Therefore, on increasing the perception usefulness and ease of use of e-Books, it is recommended to enhance the functional needs, such as providing distinctive value-added services to establish comfortable reading environments. The perceived usefulness and perceived ease of use also affect the behavioral intention to use. Therefore, it is recommended to enhance the perception usefulness and ease of use of e-Books, such as providing innovative reading functions, using word of mouth marketing, considering the reading habits, and supplying free trial reading, in order to increase users’ intentions to use the e-Books.