A Case Study of Chinese-E-Book-Reader on Perceived Risk to Purchasing Intend

• Main Authors: Tsung-Jui Chen, 陳琮叡
• Other Authors: Kou-Kuang Chu
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/36629845399005939332

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === ABSTRACT Micro-Soft occupied the information flat-top channel with the powerful software “WINDOWS”, so that we had to get information through the tools and concepts of operation, which were developed by the American and European. While we must continuous to accept the secondhand technology from Europe and USA .Moreover we are to be independent to face the uncertain latent problems and pay for tremendous fee on getting information. Mr. Chu Bon-Fu, innovator of Chinese language input method who raised the Chinese cultural Information Association in year 2000 . He formally announced the e-book specification in Taipei seminar and announced two element components i.e. Chinese word processor and e-paper display technology specification. In the meantime the Chinese-E-Book-Reader was formally announced to public and successful in mass production in the market two years later. The Chinese-E-Book-Reader is cheap in price and low in weight, durable in reading and easy for carry and operation. It takes the initiative by Chinese cultural Information Association and offer the consumer with an acceptable price and a wild range of viewing angle , low battery consumption , terminal operation just like turning the pages of book. It is an excellent announcement in the Information technology of Taiwan information industry, but eventually still failed. This study examined the nature of Perceived Risk associated with Purchasing Intend behavior, and in order to have a further understanding on the reason of failed. Most of the study is focus on the successful products but few in the failed products. Hence, this study is major on Perceived Risk and try to find out how Perceived Risk II influencing on Purchasing Intend behavior. Findings suggest that perceived risk is a useful context to explain the barriers of consumer purchasing intend behavior. A model for examining patronage behavior from a perceived risk framework is implemented by regression analysis and management implications and propositions for future research are also presented.