| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 99 === Abstract
Amazon online bookstore in the U.S. launch of e-book reader, making the book market nearly a decade of silence has finally started rolling up. Publishers, distributors, hardware, and software vendors, regardless of domestic and foreign markets are clamoring to get into this market. Under free competition, all hoping to find a successful business model to become the market leader. Due to the innovative of reader, e-book become to the hot product of market. Thereby accelerating the pace of digitization of traditional publishing industry. Consumers face new products and models, innovation and adoption will be faced with the choice; consumers also will guide the decision of a successful direction. Therefore, this study is to explore consumer adoption of e factors from analysis of consumer adoption of e-book market, in the content, access, hardware vendors such as see-saw struggle under the resulting business model.
E-book business model of success is from consumers to adopt the model. Therefore, this study first analyzed by the study of literature, summarized the consumer adoption of e-books of the two dimensions, "special industry" and "product innovation attributes". Total nine criteria, as the analysis of hierarchical structure. Taiwan is generally accustomed to using innovative electronic products, consumer questionnaire study, the use of AHP analysis of consumer adoption of the main factors, as well as business models go.
The results found that "special industry" and "product innovation attributes" two dimensions, all will affect the consumer adoption of the main factors. The "content diversity" criteria for the nine most important factor is the grouping of most of the weight of the first major cause. Therefore, this study adopted by the sum of consumer factors, e-book market should be inferred from the content providers to lead the business model for the consumers want. In addition, consideration is easy to operate as a secondary factor under the reader's technological progress, will also affect the willingness of consumers to adopt. So that the e-book industry needs to "content" and "hardware" to cooperation, will consumers want business model.
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