| Summary: | 碩士 === 國立高雄應用科技大學 === 資訊管理系碩士在職專班 === 102 === With the rapid development of the domestic networks and bandwidth, 4G LTE mobile data were founding successively by the end of May 2014. Coupled with technological advances in electronic technology, various types of E-book vehicles are rapidly developing, such as the Tablet PC, the larger screen size of smart phones which give a helping hand for the promotion of E-book. The users not only select their own favorite reading tools, but also pay more attention about the service E-book can provide. The study of E-book become more popular in recent years, most scholars explore the Technology Acceptance Model, Product Innovation Characteristics, Consumer Buying Behavior to analyze the willingness to use the books. Therefore, this study will explore the factors to identify important factors that really affect the reader's subscription to E-book. The consequence can be a reference for research and the industry.
The result of research identifies 5 main factors that affect the reader subscription, Summarized as following: factor I, the relative advantage factor; factor II, convenient reading factor; factor III, payment convenience factor; factor IV, future trends factor; factor V, growth needed factor. Future trends factor ifluence the most, followed by payment convenience factor, the third factor is the growth need, the final one is the convenient reading factor, and the relative advantage is less significant. The study finds that the experiences of using or subscription impact the willingness to subscribe obviously. Because of the previous experience of reading E-book, there are some knowledge and familiarity. As a result, the greater willing to use, and the more willing to own.
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