數位閱讀服務體驗-以電子書閱讀器、智慧型手機、平板電腦三種裝置探討使用者採用之意願與偏好

Abstract

廣義而言，「數位閱讀」是透過個人電腦、筆記型電腦、智慧型手機、專屬的電子書閱讀器等載具，將內容呈現予使用者以達到閱讀、學習或工作等等的目的之閱讀行為。本研究針對過往對於台灣數位閱讀市場的消費者資訊過少，以及目前台灣市面上的電子書閱讀器產品不多，導致消費者對於電子書閱讀器的認知與實際使用的經驗相對而言較少，而產生研究的結果不盡人意之處進行改善與修正。因此，本研究於第一階段實驗問卷調查期望能數位閱讀主要與潛在族群之輪廓、數位閱讀行為之特性，以及數位內容與實體書籍之閱讀行為與偏好差異；在第二階段實驗則參考整合科技接受與採用模型(UTAUT)作為研究進行的基準，進行電子書閱讀器、智慧型手機、平板電腦三種裝置試用、NASA-TLX工作心智負荷量表與訪談，同時利用結構方程式(SEM)建構出影響數位閱讀使用者的行為模式之變數關係，並以此找出符合期待的數位閱讀裝置。 綜合兩個階段實驗的結果，主要得出兩項結論：數位閱讀主要與潛在族群之輪廓與閱讀行為，以及電子書閱讀器與未來數位閱讀裝置。在數位閱讀主要與潛在族群之輪廓與閱讀行為中，以年齡作為主要與潛在族群之首要區分條件，形成15歲以下、16歲至35歲與36歲以上等三個族群。同時，透過人口統計之變數與閱讀特性之變數加以分析，取得族群中數位閱讀使用者概括性的行為模式。此外，由於目前電子書閱讀器受限於色彩與售價，一旦電腦同時具備輕薄與續航力長的優點時，電子書專屬的閱讀器之設備與功能將會被整合至智慧型手機或筆記型電腦。因此，電子書閱讀器欲成為未來台灣數位閱讀市場中可能裝置選項之一，前提為功能面、操作面與內容面的突破與改善，以加強消費者接受與採用電子書閱讀器之意願。

To define “digital reading” in a broad sense, digital reading is the behavior of reading that people read contents through PC, notebook, smart phone or e-Reader to achieve some purposes like reading, learning or needs for work. However, there are not enough information from bypast study to support us to understand how users behave when they do digital reading, why users read in digital way, and what contents or devices they prefer. Because those issues are partly not yet to be answered, through this study, we expect to find out the explanations of them. In the first stage of experiment, we use questionnaire to attempt to build the pattern of what users act and need when they do digital reading. In the secondstage of experiment, based on the Theory of Unified Thoery of Acceptance and Use of Technology (UTAUT), we not only use questionnaire to conduct an empirical study but ask testers come to use E-Ink eReader, smart phone and tablet PC. After operating those three devices, we use NASA-TLX to evaluate how testers feel about those devices, and then we take an in-depth interview to find out what testers behave and need. Based on the research results, the major findings are: (1) the profile and the behavior pattern of main and latent customers of digital reading; (2) e-Reader and the devices for the digital reading in the future. In a word, the major findings of this study are to build the pattern of what users act and need when they do digital reading. And the achievement of what we expect to present is to assist in improving and designing the model of the services that the digital reading provides in the near future.