| 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 === In face of the coming of experience economy era, products provided by electronic book industry of Taiwan would not merely be based on electronic books as its content, but rather it, as a whole, would embrace the service experience and it would shift from “face-to-face contact” to “virtual experience.” In the future, those who run enterprises would have to take consumption experience as running the important factor of consideration for a successful brand name. Unlike conventional marketing which refers merely to product function and effect, experience would further emphasize on the customized experience created when consumers are being serviced. This study would make use of consumer of electronic books in Taiwan as its subjects of research, while relationship of the three aspects as use mode of consumer and their background, experience value perceived during consumption, and behavior intention is exploited as its structure, and network questionnaire survey is conducted. The total amount of valid questionnaire retrieved is 491 copies, and statistics of measurement scale as well as SPSS operation are utilized to conduct result analysis with conclusions put forth. Summary of research results are rendered as found in the followings: (1) When consumers perceive favorable experience value, they would conduct positive and prominent impact upon behavior intention. (2) Male with age between 50 to 59 or those electronic consumers whose monthly income lies in between NT$80,001 to 100,000 shows higher fidelity.(3) When content of electronic books are found with interests, it will further strengthen the fidelity of consumers. (4) Age of consumer, educational background, average monthly income, frequency of net surfing, type carrier for reading electronic book, and the type of reading for electronic book will affect willingness of customers if they would like to spend more to obtain more electronic books.
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