近年來電子書閱讀器成為資訊產業的熱門話題，樂觀者認為，電子書閱讀器將是 下一波重要的新興科技產業，但也有質疑者認為，電子書閱讀器未來會被智慧型手 機或筆記型電腦取代，因此如何從消費者的角度，發展一評估架構，幫助業者預測 與推廣電子書閱讀器或其他創新科技的大眾市場需求，是非常值得探討的議題。 以往許多研究常以科技接受模式或創新擴散理論為基礎，探討消費者對於各種創 新科技的產品認知，而較少從需要與市場面，分析消費者購買新科技產品的關鍵因 素。本研究提出創新科技產品消費者需求認知模型假設，認為消費者是否決定購買 新科技產品，基本上會受到需要認知、產品認知、品牌認知、替代性產品認知與整 體費用認知的影響。 此外，以往有關消費者認知的研究，多採深度訪談或焦點團體座談的方法，取得 消費者的想法與信念；惟網際網路進入2.0 時代後，消費者的意見與討論，已大量 出現在社群網站或部落格中，成為瞭解消費者想法與信念的另一個有用管道，雖然 較缺乏結構化與系統化的呈現。 因此本研究計畫將分為兩階段，第一階段嘗試採質化研究之紮根理論，探討如何 將國內外報章雜誌、社群網站、部落格與討論區等發表的文章與回應，歸納出關鍵 構念，以增補本研究之理論架構；第二階段再以實證研究的方法，以形成式指標發 展構念問卷，以最小平方路徑模式進行量化統計分析，建構創新科技產品的消費者 需求認知模型，提供學術與實務界之參考。
Recently, the e-book reader becomes a hot issue in the industry of information and communications technologies (ICTs). To optimists of the development of e-book reader, they predict that the reader will be a next important wave of high-tech industries; but there are pessimists arguing that the reader will be replaced by smartphones or netbook computers. Thus, how to develop a theoretic framework from consumers’perspectives to help businesses to assess and promote the mass market demand of the e-book reader or other innovations is a very important issue to policy maker and marketer of ICTs industry. There are a lot of studies investigating perceptions of users or consumers toward an innovation; however, few studies discussed critical factors affecting new technology adoption regarding to consumer perceptions on the market structure. Based on Porter’s model of five forces, this study proposes a model of consumers’perceptions on the need; product and market demand of an innovation and suggests that the consumer’s purchase intention of an innovation would be affected by the perceptions of needs, products, brands, substitutes and the total adoption expenses in the market. In addition, most consumer studies adopt in-depth interviews or focus group discussions to get consumers’perceptions and beliefs about an innovative product. However, in the era of Web 2.0, many consumers present their opinions and discussions on community websites and personal blogs what become an alternative useful channel to understand consumer behavior, although the channel lacks of systematic and structural presentations. This study uses a qualitative research method based on the grounded theory to investigate consumers’perceptions on an e-book reader and develop formative indicators to the corresponding constructs. This study tests the constructs by a quantitative method of partial least squares path modeling, and aims to develop a model of consumer’s perceptions on the need, product and market of an innovation.
