隨著台灣現今消費者生活型態的改變，以及網際網路快速平穩的成長，消費者透過網際網路學習並擷取所需的資訊已成為主流，隨著資訊平台的建立和授課機制的日益成熟，數位學習的時代即將來臨，當企業投身這個急速成長且不容輕忽的新興產業時，是否已做好了準備？
準此，本研究試圖找出使用數位學習的消費者特性，作為市場區隔標準的參考，進而擬定適切的行銷策略，並作為數位學習市場的業者和後續研究者寶貴的衡量參考指標。本研究主要目的是想探討不同消費者特性，包含購買動機、知覺風險、人格特質和風險態度，對消費者購買數位學習產品意願產生的影響，期望能對企業在行銷實務及產品研發上有所幫助。
本研究係以數位學習作為驗證目標，採取變異數分析和混合交互作用迴歸分析進行探討，以便利抽樣的方式針對已使用或正在使用數位學習的消費者進行問卷發放，共發放份回收400份，有效問卷316份，有效回收率79％。研究結果顯示，消費者的購買動機與創新購買意願均具有顯著關係，知覺風險與創新購買意願均具有顯著關係，人格特質與創新購買意願均具有顯著關係，風險態度與創新購買意願亦具有顯著關係。
In Taiwan，with the change of the consumer’s lifestyle and the Internet fast and stable development，e-Learning has become the mainstream of the next wave in digital content industry.Through the Internet，consumers capture and learn a lot of information so often. When the information platform has established and the teaching systems have formed by degrees, the time for digital learning is coming.The firm will begin to prepare to enter this industry which is in focus and has rapid growing. The reaserch trys to understand consumers’ characteristics，the standard separated as district on the marketing，to establish the perfect strategy，to provide the framework and preference for managers and later researchers in digital learning market.
The main object of this research is to discuss the consumer characteristics that affect consumers’ adoption illingness of digital learning. Researcher hopes this research can help firms in marketing affairs and product research and development. Digital learning will be the object and take ANOVA and Interaction Regression Analysis to probe into the consumers’ adoption illingness of digital learning in this reaserch. The interviewers who had the experience of using digital learning are target for questionnaires. The research uses convenience sampling method. For the 400 received questionnaires , there are 316 effective questionnaires. The effective received rate is 79%.The results of study are as the following: consumers’ personality traits, perceived risk, self-efficacy and task value are positively related to the consumers' adoptionwillingness.
