| Summary: | 碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 98 === Reading activity is one of the behaviors that never changed in human society. The evolution of knowledge age is changing the digital publishing industry more robust. However, the key success factor of e-books depends on quantity, quality, production costs, and the readers’ experience. Followed with the improvement of e-book technology, readers can get the contents more easily with lower price, as well as keep the contents more effectively. The future trend of reading experience will be combined with more sensation. E-book will change our concepts about knowledge and the formation model of knowledge, as well as change the traditional knowledge formation process. E-Book is a multi-media product, which consist of text, graphics, images, audio, animation, music, video, and other special effects. It could be enrich its contents by searching related topic through the Internet hyperlinks.
The research objective of this study was to explore the users’ willingness to used e-book from environmental, manufacturers, and consumer groups’ point of view. Based on the Technology Acceptance Model and Diffusion of Innovations theory to discover the utilization behavior of e-book from industrial and consumers’ point of view, the research conclusion is aim to provide the suggestions for governmental promotion plan and reference for enterprise to setting the marketing strategy practically.
The over all result of influence factor of e-book utilization from the depth interview was the functional evolution of innovated products and the change of reading environment, which was impact to consumers. The product price (Discount, Payment Procedure), outlook (Color, Sustainability), interactive function(Wi-Fi, Hyperlink), and selectiveness(Package Solution, Tailored Made)were also their consideration. The expectation from consumer also including uniformities, enrich the collection of books (Newspaper, Magazines, Journals, and Professional Text Book), accessibility and providing an opened platform for writers and publishers.
The most important suggestion for enterprise is serve the readers, the slogan “Consumer is The King！” will once again create the success resulted in the all win situation among digital publishing industry.
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