An Analysis of Reader's Choice of eBook Behavior Intention Analysis Based on S-O-R Model

• Main Authors: KO, CHENG-LIANG, 柯政良
• Other Authors: HUANG, YU-KAI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/3h97k8

碩士 === 南華大學 === 文化創意事業管理學系 === 106 === 　　Digital reading is one of the important development trends in the publishing industry in Taiwan. The discussion of the factors influencing consumers' choice of digital reading and the relationship between the factors will help the publishing industry to further develop digital reading marketing. Based on the S-O-R model, this paper analyzes the relationship between the choice of digital reading behavior intentions through perceived ease of use, perceived usefulness, attitude and perceived value. The study found that attitude is the most important factor affecting digital reading, and perceived usefulness is an important factor affecting attitude. This article suggests that publishing industry managers can develop mechanisms to make digital readings more useful in the minds of readers, and that attitudes can effectively influence consumers' intentions of using digital reading.