An integrated attitude model of electronic book

• Main Authors: Shan-Shan Lin, 林姍珊
• Other Authors: Shu-Fang Liu
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/02203440941943035441

碩士 === 國立高雄應用科技大學 === 國際企業系 === 99 === Electronic book is the innovative channel of reading and the applications on information technologies and systems have been increasing sharply over the past few years. Therefore, within the extensive literature on technology acceptance model and the relationship among individual difference of innovation perceptions, this study discusses electronic book as well as the theoretical basis for an integrated model. Based on both of technology acceptance model and innovation diffusion characteristics, we propose that the important determinants of users attitude toward electronic book, and the research model consist of five external variables (hedonic-value and utilitarian-value motivations to use electronic book, perceived product innovation characteristics as compatibility, practical and environmental, multiple contents), two belief variables (perceived usefulness and perceived ease of use), and one dependent variable (the attitude toward electronic book). The aim of this article attempts to explore the influence of the relationship among individual perceived product innovation characteristics, motivations to use electronic book, and constructs adopted from technology acceptance model. This study employs questionnaires survey, and confirmation factor analysis (CFA) and structural equation modeling (SEM) was conducted. Results of this study are as follows：(1) Utilitarian-value motivation to use electronic book positively influence both of the perceived usefulness and perceived ease of use. (2) Both of perceived usefulness and perceived ease of use are partial affected by perceived product innovation characteristics. (3) This research model fit to the basis of technology acceptance model except the relationship between perceived ease of use and perceived usefulness.