| Summary: | 碩士 === 世新大學 === 圖文傳播暨數位出版學研究所(含碩專班) === 102 === According to the survey of the Institute for Information Industry shows that 19.3% people in Taiwan have used e-book service, which used paid- e-book service is below 10%, and primary still be free. We can find out from this research: most people who have the habit of digital reading are still hesitate to pay for the e-book service, reading for free is the primary behavior.
This research framework is based on the decomposed theory of planned behavior, which is to discussed the behavior intention and attitude of the free e-books reader whether be influence by different reference groups as well as environmental condition or not; furthermore to know the probability about pay for use in the future; in addition, to provide publisher or e-book platform with learn more about the characteristic of this reading population, and brought up the better marketing strategy. There were 387 valid samples which collected from free e-books readers and used Structural Equation Modeling (SEM) to analyze data. As survey indicated, research model was verified by AMOS21.0.The result of the research display:
1. Free e-books reader’s attitude、Subjectively norm concerning and Perceived Behavioral Control will have a positive significant impact for the free users。
2. Free e-books reader’s attitude will have a significant positive impact for user’s compatibility, but not for the free e-book’s relative advantage as well as complexity.
3. Free e-books reader’s subjective norm concerning will have a significant positive impact by Informational influence referent and Value-expressive influence referent, on the contrary, utilitarian influence referent will have significant negative impact.
4. Free e-books reader’s perceived behavioral control will have a significant positive impact by Self-efficacy and facilitating conditions.
5. Free e-books reader’s behavior intention will have a significant positive impact for sustainably paying in the future.
|
|---|
