| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理所 === 98 === The emerging E-book incorporates the consumer characteristics of new technical products, digital contents sourcing and obtaining, and the security of E-business transaction; therefore, these three factors are essential for the future development of E-book. We analyze the consumers’ purchase intention E-book through product innovativeness, product design and consumer innovativeness.
According to above, this research is based on Rogers’ “Diffusion of Innovations” and Holak’s “New Product Adoption Model” as the theoretical foundations, incorporates the concept of product design and consumer innovativeness, and considers E-book product characteristics and the general market condition. Our research purposes are to understand the behavior why innovative consumers would buy E-book, and the target market of E-book.
We focus on the target research samples who are E-book potential users, and the surey was conducted via the Internet. There are total 360 effective samples. The statistical softwares SPSS 13.0 and Visual PLS 1.04 are used to analyze the survey data. The research findings are as follows:
1、There is an obvious positive relation between product innovativeness and E-book purchasing intention. That is, when an innovative product has advantage and compatibility, consumers will have intention to use E-book.
2、There is an obvious positive relation between product design and consumer purchasing intention, and it represents when the product functional design, human-centered design and appearance design can meet consumers’ requirements, consumers will be more willing to use E-book.
3、There is an obvious positive relation between consumer innovativeness and E-book purchasing intention, and it represents when consumers have higher innovation acceptance level, their purchase intention of E-book will be greater.
The research contributes the following results to both industry and academy. For academy, this research is different from most of previous studies that used “Technology Acceptance Model” to discuss new information technology purchase intention. This research combines “Diffusion of Innovations” and “New Product Adoption Model” to understand the consumers’ E-book purchase intention. For industry, this study suggests that when initializing a new E-book product, product managers are expected to focus on the product innovativeness, the product and pricing strategies, and the innovative consumers.
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