台灣電子書消費者創新抵制研究

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Title:	台灣電子書消費者創新抵制研究
Authors:	林輿姍
Contributors:	新聞學系
Keywords:	電子書 eBook 數位閱讀 digital reading 創新抵制 innovation resistance 焦點團體 focus group interview
Date:	2012
Issue Date:	2012-11-20 09:48:18 (UTC+8)
Abstract:	本研究是關於電子書（eBook）的消費者研究，研究者的動機是基於電子書閱讀器於國內外的推行，再次帶動電子書閱讀熱潮，因此目前台灣各家出版社相繼拓展電子書版圖，但根據財團法人資訊工業策進會（Foreseeing Innovative New Digiservices）在2010年9月對台灣電子書消費者所做的調查發現，台灣民眾在電子書服務認知度部分，只有近六成五民眾聽過電子書，但並沒有使用過。也就是說，電子書的使用程度在台灣並不普遍，究竟消費者不採用電子書的因素為何，本研究選擇質化訪談的實證資料分析，採用Ram and Sheth（1989）的理論為核心，找出電子書的消費者/非消費者對電子書創新科技的抵制因素。本研究聚焦於透過電子螢幕閱讀的電子書進行研究，經由焦點團體訪談，蒐集來自不同性別、年紀等不同背景的受訪者們。本研究發現，抵制電子書的消費者對於電子書的認知分歧，而不同的認知會引起消費者對電子書產生不同的抵制行為，另外本研究透過受訪者對電子書的概念中發現，電子書與電子載具的關係密切，對消費者而言若無適合的行動裝置得以閱讀電子書，即等於失去了電子書的特性，因此也會影響產生對電子書的抵制。其次，消費者所產生的抵制情況，大多還是因為喜歡維持過去的閱讀方式，除了不用承擔使用創新後風險，也無需重新適應科技系統與硬體裝置，當然部分消費者不排除接觸創新，但要能運用更完善的閱讀功能，就必須添購新的硬體設備予以配合，如此也會面臨經濟的問題。而科技的門檻也同樣挑戰消費者，雖然目前電子書硬體，在使用及功能已有所改善，不但具有劃記功能，更可針對使用者欲蒐藏的頁面進行個人化分類，但這些輔助性功能的前提，就是消費者本身需具備新的硬體閱讀設備，並且對於電子書系統也能熟悉，然而不同年齡層的消費者對科技的適應程度不同，在使用程度參差不齊的狀況下，便會影響電子書產業推展。最後，豐富電子書平台內容也是消費者重視的要件，除此之外，進一步統一電子書閱讀格式，將不同書城所提供的電子書規格統一化，消費者無需因為購買於不同書城而下載多種閱讀程式才能閱讀，目前台灣電子書閱讀器硬體發展現況，已明顯超越電子書，若整合電子書數位內容服務，將流程單純化，變更容易吸引消費者接受新的閱讀方式。 This study is about consumer's resistance to eBook. The motivation of the researcher implemented of domestic and the international eBook reader, once again led the eBook reader by fever. According to survey by Taiwan's eBook consumers found that nearly 65% of the Taiwanese people only heard of eBooks but have never used it. In the other words, the extent of the use of eBook does not achieve critical mass in Taiwan. Why consumers do not use eBook and the factors of their resistance to the innovative technology are the purposes of the thesis. I discussed non-eBook users' perceptions of the technology, and used Ram and Sheth (1989) theory as the core framework to explore eBooks non-eBook users' resistance toward it. This study used focus group method, and collected empirical data from non-eBook users from various backgrounds. The research found the following outcomes. Firstly, eBook resistant users recognized eBook from three major concepts: eBook as an electronic hardware devices, eBook as digital forms of book, and eBook as both hardware and software. Different recognitions of eBook will yield different resistant attitudes toward eBook usages. Secondly, most of the consumers prefer to read paper based book and refuse eBook because they do not have to adapt new technology system and devices which might increase certain risk. Some non-eBook consumers do not rule out exposure to eBook innovation, but blame for the functional aspects of eBook to be one of the reasons of eBook resistance. Additionally, even the development of eBook technologies has lower the technological barriers for the consumers, purchasing hardware devices of eBook still cause problems from economic aspect of resistance. Finally, eBook platform and content seem to be significant issues for the consumers. The non-eBook consumers of this study emphasize that a further unification of the format of eBook content provided by the different bookstores will be another dimensions which influence their future decisions of adopting eBook. To sum up, this study gives eBook industry a picture of Taiwanese non-eBook users and their consumption behavior. Obviously, the diffusion of eBook innovative devices in Taiwan has transcended the software domain, the way of promoting eBook will be a further integration of different digital formats of software and content across different hardware devices of eBook.
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