影响读者选择电子书行为因素初探  

An Exploratory Study of the Choice Behaviour on E-Books for Readers

作　　者：黄昱凯[1,2] 万荣水[1,2] 范维翔[1,2] 

机构地区：[1]台湾南华大学出版与文化事业管理研究所 [2]台湾南华大学企业管理学系

出　　处：《出版科学》2011年第3期12-17,共6页Publishing Journal

摘　　要：借由二元罗吉特模式探讨影响读者选用电子书的因素及其对选择行为所造成的影响。本研究回收有效样本数为392份,经由二元罗吉特模式的分析显示,电子书价格高低、职业与每周上网时间等对于选择行为有显著的影响。电子书价格变化对市场占有率影响较大,纸质书价格上涨对电子书市场占有率影响较小,电子书价格上涨对纸质书影响较大。研究结果还显示,学生对于电子书的接受度高,如果能继续保持其优势,包括数量庞大的电子书、功能强大的阅读器,在版面安排上设计更适合于笔电与阅读器上阅读的电子书,并且改善付费方式,若能辅以电子书价格的优势,必能有效提高电子书市场占有率。This paper is intended to investigate the effects of using e-books in reading.According to the case study,392 valid questionnaires were collected.From the analysis through binary logit model,the findings indicated that the pricing,occupation and the weekly online time would pose significant influences to selection behavior.It was obvious that the impact to market share from e-book sales price would be larger,the price rising for the book in paper had less impact to the market share of e-book;nonetheless,the price rising for e-book would influence more on the market share for book in paper.From the findings for this research,readers were more susceptible to books than e-books.If the advantage of e-books can be maintained,including massive amount of e-books and reader with powerful performance,the design for the screen presentation more in tune with notebook and the e-books equipped with reader,in addition to enhancement to the payment method,then with the advantage from e-book pricing,it can effectively raise the market share for e-book.

关 键 词：电子书 选择行为 罗吉特模型 

分 类 号：G237[文化科学]