Enterprisers’ acceptance and interest of e-Magazine

• Main Authors: Yi-Ping Lee, 李宜萍
• Other Authors: Ming-Shiun Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/95224354263693311515

碩士 === 國立臺北大學 === 企業管理學系 === 99 === In the past, I worked on the paper magazine for over 20 years and know clearly that it is very difficult and shocked to the most of consumers how to change their mind and reading habit from original paper to e-reading. At the same time, the magazine company must face all kinds of different e-Reader, hard and soft equipment and their e-magazine so many archives and forms. On the other hand, they must try to understand the consumer market how much of their acceptance for e-reading. This is to guide me why I research this reading-change. Therefore, after discussion with professor Chen, Ming-Shiun and decide to carry out a research for e-magazine reading in future under the ways of Technology Acceptance Model、Diffusion of innovation model、Theory of Planned Behavior for proof and checking how much of consumer’s acceptance and interest in all the magazine market. And try to understand further that what effects in the consumer market and what reasons to change most of the enterprise companies their mind to buy and use e-magazine for their reading. With reference to the foreign and local relative e-books, e-magazines and other e-readings information through my above researches ways and I have a proof result as following：1. Perceived usefulness、Perceived ease of use、Compatibility、Trialadility、Observability will affect most of enterprise companies their acceptance of e-magazine reading. 2. It will have a influence to interest more enterprise companies to buy and read e-magazine with Attitude , Subjective Attitude toward the Behavioral Intention, Subjective Norm and Perceived Behavioral Control. From above and after researching, I found out further management implications will have a good help and reference for the traditional magazine companies their management and further business. I do hope, from my above research and study, will bring more and good information to the more enterprise companies in future.