| Summary: | 碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 98 === With the proliferation of Internet and the convenience of data access, there are greatly increasing population choose to read through the computer. In recent years, the rapid development of publications such as: e-books and electronic magazines (e-magazines) also benefit from the Internet. Due to the characteristics that the magazine tends to publish new issue more frequently than the book and the information varies swiftly, many people rely on the network access to new knowledge. Accordingly, there are little consumers left to buy newspapers and magazines. Therefore, this study chooses the e-magazine as the main object, to discuss the willingness of consumers to accept the e-magazine.
The technology acceptance model (TAM) proposed by Davis has been the most commonly employed model of Information Technology (IT) usage. It is an information systems theory that models how users come to accept and use a technology, so as to discuss the intention of learners to use a new technology and their technology acceptance. According to TAM, it develops and validates scales for two specific variables, perceived usefulness (PU) and perceived ease of use (PEOU). This study is to use the TAM to discuss the acceptance of e-magazine of the consumers.
Moreover, this study discusses the influence of behavior when people use the information technology through theory of planned behavior (TPB) by Ajzen. Ajzen introduces the TPB by three components: attitude, subjective norm and perceived behavioral control. Thus to discuss the phenomenon that individual behavioral intention leads to actual behavior, so as to propose the elements that effect the adoption of e-magazine of consumers.
Regarding the research of electronic magazine, this research has unveiled the following findings. First, interpersonal influence has significant positive influence on subjective norms. Second, self-efficacy has significant positive influence on perceived behavioral control. Moreover, this research also discovers that most of the current electronic magazine users are using the service provided by individual publishing house. These results provide some managerial implications concerning to electronic magazine to related corporations as a reference of the distribution of marketing strategies
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