A Study of Factors Affecting the Willingness of Innovators to Adopt Electronic Magazine

• Main Authors: Wei-Tung Su, 蘇微東
• Other Authors: Luh-Wang Wang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/5398t6

碩士 === 世新大學 === 圖文傳播暨數位出版學研究所(含碩專班) === 96 === Electronic magazine has first been introduced to Taiwan four years ago. While our consumers are paying more and more attention to digital publishing, Electronic magazine has not been placed equal emphasis. The chance of success for Electronic magazine will be enormously enhanced if, upon the release of the new product, consumers who are willing to accept innovation can be located and approached. Looking back on the past international and domestic study that is no that much research has been done on Electronic magazine. Accordingly, this paper is aimed at studying the factors influencing the innovative consumers to adopt the E-magazine by targeting highly innovative consumers and based upon the Innovation Diffusion Theory of Rogers of Rogers as well as the New Product Adoption Theory of Holak. Taking into account the industry characteristics of Electronic magazine industry and consumer adoption behavior, this paper also incorporates relevant theories such as the product features, consumer characteristics, and consumer innovativeness in order to construct the framework of this study. Furthermore, factors that tend to influence the innovators to evaluate and accept Electronic magazine will be discussed. Besides, the importance of the aforementioned factors will be compared and the target market will be explored to serve as the reference for the publishers in making their marketing strategy. This study mainly takes samples form the residents in Taipei metropolis area, using both the traditional and on-line questionnaire to collect sample data. The total number of valid questionnaire collected is 1,059 copies. In addition, 168 samples were taken from the “innovative consumers”, namely the first 16 % of consumers ranked by their innovativeness based on the definition of this study. The Cronbach’s α values of two major facets of the questionnaire exceed 0.7, which represents the high validity of this study. The conclusions of this study are as follows: 1. Among the innovative consumers, males are more likely to accept Electronic magazine than their female counterparts. Besides, the more experiences they have had in using Electronic magazine, the more likely they are to accept it. 2. One’s willingness to accept new product is closely related to the relative advantage, complexity, and compatibility of product features. 3. There is no significant discrepancy between innovators and early accepters as far as various demographic characteristics are concerned. 4. The factor that concerns innovative consumers most is the “compatibility” , followed by the content of Electronic magazine. Interestingly, the price is not a decisive factor that will affect the purchasing willingness of them.