消費者採用創新產品之影響因素分析－以電子書閱讀器爲例

A Study on the Factors Effecting Consumers' Adoption of the Innovative Product-A Case of E-reader

10.6983/KHHYKTHP.201003.0191

張蓓琪；沈秀玲

創新接受程度 ； 新產品屬性 ； 採用意願 ； 環境變數 ； 電子書閱讀器 ； acceptance of innovation ； attribute of new products ； adoption intention ； variable of environment ； E-reader

高雄海洋科大學報

24期（2010 / 03 / 01）

191 - 220

繁體中文

電子書閱讀器採用「電子墨水」的技術，不但體積輕薄、在螢幕顯示上，也更接近實體紙張的呈現效果。隨著軟性電子產業的發展，應用在電子出版產業，勢必將顛覆傳統的閱讀習慣。但目前電子書閱讀器的使用情況尚未普及，且缺乏相關電子書閱讀器在消費者市場實證研究；因此本研究主要考量電子書閱讀器產品特性及市場概況，探討資訊來源對消費者創新接受程度的影響，及消費者創新接受程度、新產品屬性、環境變數對創新產品採用意願的影響。本研究主要以桃園大專院校學生爲抽樣對象，並以變異數分析驗證資訊來源多寡對消費者創新接受程度的影響、最後使用相關分析、迴歸分析來驗證消費者創新接受程度、新產品屬性、環境變數對創新產品採用意願間的影響。主要發現如下： 一、消費者創新接受程度會影響創新產品採用意願 二、消費者環境變數會影響創新產品採用意願 三、新產品屬性中的相對優勢、複雜性也會影響創新產品採用意願 四、資訊來源愈多會使消費者創新接受程度愈高

E-reader is not only light and thin but also close to the effect of display by real paper on the screen thanks to the ”electronic ink”. With the application of the results of the development of soft electronic industry to the electronic publication industry, the traditional reading customs might be overturned. But at present stage, the use of E-reader is not so popular and the academic circle lacks the empirical researches on E-reader in consumer market. Therefore, the main consideration of the research is the characteristics and the market situation of E-reader products. The research aims to explore the effects of the sources of information on the acceptance of innovation by customers and the acceptance of innovation by customers, the attribute of new products, and the variable of environment on the intention to adopt innovative products. The research took the college and academy students in Taoyuan County as subjects and, we firstly tested the consistency of the contents of questionnaire before used ANOVA to verify the effects of the volume of the sources of information on the acceptance of innovation by customers. In the final stage, we used correlation analysis, regression analysis to verify the acceptance of innovation by customers, the attributes of new products, the effects of the variable of environment on the intention to adopt innovative products. According to the results of analysis, we have following major findings: 1. The acceptance of innovation by customers would affect their intention to adopt the innovative products; 2. ariable of environment would affect customers' intention to adopt the innovative products; 3. relative advantage, complexity of the attributes of new products would also affect customers' intention to adopt the innovative products; 4. more sources of information are, the higher acceptance of innovation by customers will be.