题名

從多元觀點探討使用者對於電子書閱讀器的採用行為

并列篇名

The Antecedents of E-Book Reader Adoption Intentions: AMulti-Lens Perspective

DOI

10.6188/JEB.2011.13(4).09

作者

蔡顯童(Hsien-Tung Tsai)；賴子珍(Tzyy-Jane Lay)；邱雅鈴(Ya-Ling Chiu)

关键词

科技接受理論 ； 計畫行為理論 ； 自我認同理論 ； 分量迴歸 ； Technology Acceptance Model ； Theory of Planned Behavior ； Self-Identity Theory ； Quantile Regression

期刊名称

電子商務學報

卷期/出版年月

13卷4期（2011 / 12 / 01）

页次

841 - 871

内容语文

繁體中文
中文摘要

在近期，電子書閱讀器（e-Reader）接受度是經理人所關注的焦點，然而過去研究對於消費者採用電子書閱讀器行為了解仍顯不足。本研究主要從消費者的角度出發，探討影響消費者採用電子書閱讀器的前置因素。本研究透過文獻回顧，延伸TAM與TPB學理，並且整合自我認同理論，提出多元觀點的科技採用模型。本研究針對360位潛在使用者進行問卷調查，並利用LISREL進行模型估計；實證結果發現：消費者採用電子閱讀器的行為意向，會顯著地受到「知覺有用性」、「知覺易用性」、「知覺享樂性」、「態度」、「主觀規範」、以及使用者「世界主義傾向」所影響。本研究並以分量迴歸（quantile regression）針對不同使用意願的使用者進行分析，結果顯示：「知覺有用性」的影響效果，將隨著使用者的採用意向提升而逐漸下降；「知覺易用性」對採用意向的影響，則隨著採用意向的增加而逐漸提高；而「知覺享樂性」對使用者的採用意向影響，則是呈現先增後減的「倒U」現象。本研究的發現除了深化科技接受模式的學理之外，亦提供經理人在開發新科技產品或是擬定行銷方案之具體建議。
英文摘要

This study extends previous research related to the technology acceptance model by conceptualizing the determinants of e-book reader adoption intentions. The authors test their hypotheses using self-reported data obtained from 360 respondents. The results show that TAM-based factors (i.e., perceived usefulness, perceived ease of use, and perceived enjoyment), TPB-based factors (i.e., attitudes and subjective norms), and self-identity-based factor (cosmopolitanism) all relate significantly to users' adoption intentions. In addition, through the use of quantile regression analysis, the study provides insights into the relative importance of six antecedents of adoption intentions. The authors discuss the managerial implications of their findings, as well as avenues for future research.
主题分类 人文學 > 人文學綜合
基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 社會科學綜合
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