| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 98 === The rapid development and improvement of network infrastructure, coupled with the increasing trend of new technology, is radically changing the way of book is created and distributed and further taking it into another stage. As the traditional way of real book distribution evolves into electronic book or physical world (marketplace) to virtual world (market-space). This study is an extension of the technology acceptance model (TAM) by Fred Davis et al, (1989). TAM provides the two most influential factors that dictate the acceptance and usage level of new technology: the perceived usefulness, and perceived ease of use. The modified model could be know as the integrated model of technology acceptance and is develop with six variables are computer self efficacy, switch benefits: perceived usefulness, ease of use and fashion and switch costs: time and habit that has a moderating effect on attitude toward switch and behavioral intention to switch. Two hundred respondents in Tainan, Taiwan participated in a survey. Using SEM and CFA analysis, results showed that the research fitted the data well. Most of the hypotheses were supported.
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