A Study of the Uses and Needs of E-Books Based on Technology Acceptance Model

• Main Authors: Hsu Su Mei, 許素梅
• Other Authors: Tzren-Ru Chou
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/76111936918298558059

碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 100 === This study used the approach, Technology Acceptance Model, as the basic research framework and added the structure of users’ needs to find out what the usage situations and requirements of e-Books are. At First, literatures related to the e-Books were collected and surveyed to discover the development trends of current e-Books. Then, a carefully designed Internet questionnaire was adopted to collect replies from selected users who had ever used 7 to 10-inch mobile devices to read e-Books to understand users’ experiences. A total of 304 valid questionnaires were collected, so as to explore the relationships between the users’ needs and usage behaviors. In addition, in-depth interviews were carried out to collect the opinions from 12 respondents, including the users, content suppliers, experts and scholars, in order to find out the information about the uses and the needs of e-Books that users really care. At Last, we will use the conclusions of this study to make some concrete suggestions to the e-Book content suppliers, the government and future researchers. From this study we found out that 10-inch screen size is the most popular choice. The main reason for using e-Books is convenience. The favorite place to read eBooks is at home. The type of article and the purpose of the reading are primarily on literature and for recreation. Users believe that the prices of e-Books should be cheaper than the paper books. Furthermore, most users get their e-Books from App Stores. This study reveals that e-Book users’ needs can affect perceived usefulness and perceived ease of use. The users’ needs include experiential, functional and symbolic needs, where symbolic needs have no significant impacts on perceived usefulness, and functional needs have the greatest effects. Therefore, on increasing the perception usefulness and ease of use of e-Books, it is recommended to enhance the functional needs, such as providing distinctive value-added services to establish comfortable reading environments. The perceived usefulness and perceived ease of use also affect the behavioral intention to use. Therefore, it is recommended to enhance the perception usefulness and ease of use of e-Books, such as providing innovative reading functions, using word of mouth marketing, considering the reading habits, and supplying free trial reading, in order to increase users’ intentions to use the e-Books.