A Study on Reading Behavior of Electronic Magazines

• Main Authors: Ya-Wen Tseng, 曾雅文
• Other Authors: Ching-Chang Lee
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/38347514247057048366

碩士 === 國立高雄第一科技大學 === 資訊管理研究所 === 103 === With the rapid development and popularization of computers and Internet, the way people access information nowadays is very different from it in the past. In recent years, the functions of mobile phones are getting more and more diverse and powerful. The growing popularity and speed of Wi-Fi and 3G networks both boost the usage of mobile reading. The present study adopts Consumer Electronic Magazine as the research subject while using the Technology Acceptance Model III (TAM III), Perceived Value, and Interface design as the research model in order to measure people’s intention and attitude towards using electronic magazines. The present study uses Structural Equation Modeling to do the empirical analysis. The results indicate that Computer anxiety and Perceived usefulness have significant influence on Attitude towards Use. All the hypothesis listed in the study are proved correct. Hopefully all the conclusions and suggestions based on the results of this study can provide future researchers and publishing industry useful references.