A Diffusion of Innovation Study for E-book’s Mobile Reading

• Main Authors: Tzu-Han Huang, 黃資涵
• Other Authors: Tsung-Yu Hao
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/39234564283409635254

碩士 === 國立臺灣藝術大學 === 圖文傳播藝術學系碩士班 === 99 === The booming of smart phones today has raised the living standards and it certainly has brought conveniences to life. Telecommunication providers foresees the increase in demand in smart phones and realized the importance of added-value services such as gaming, media, applications, e-bookstores and so forth added-value services which have transformed telecommunication provider’s service marketing model. As we are living in a digital world of today, we shall not restrict to conventional reading and soon will be replaced by mobile devices to download and read e-books. As a result, the three major domestic telecommunication providers namely Chunghwa Telecom, Far Eastone Telecom and Taiwan Mobile have realized the potentials in mobile reading and its relative markets. Since 2009 telecommunication providers have launched Hami book, e-bookstore and mybook. This thesis will make use of questionnaire surveys and interviews to determine the findings. The questionnaire generated will place a strong emphasis on Diffusion of Innovation Theory’s Relative Advantage, Compatibility, Trialability, Observability and Complexity to determine how mobile device consumers are penetrated in this product and extent of diffusion in innovations. While interviews will mainly comprise of personnel in the digital publishing sector to analyze the readership market on mobile devices. This is to determine the problems that are facing the future reading platform and its solutions. In view of the findings; Hami book and mybook doesn’t waste much time and east to use. But it revealed that readers still prefers to read on paper, although the reading operation on platform is easy to understand but it will require more multi-dimensional context and give trial to attract more readers to convert to this reading platform. The findings from the interviews revealed the trend of future reading platform must make use of Cloud computing’s advantage to provide trial-read services and to modify platform’s contents based on target reader’s needs. The finding of this thesis is to provide concrete evidence to the software developer, mobile device manufacturers, telecommunication industries as well as manufacturing sectors and academic spheres as future references.