An Analysis of the Digital Reading Employing Structural Equation Modeling--An Example of iPad2

• Main Authors: Yi-zu Chen, 陳俋筑
• Other Authors: Yu-kai Huang
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/72127573264910158933

碩士 === 南華大學 === 出版與文化事業管理研究所 === 100 === 　　With the internet becoming more developed, wireless network are also being built in most of the colleges and universities. In order to provide freshmen much more resources for learning, a policy of a private university in Taiwan regulated that every freshmen received an iPad2 when they entered. The purpose of the policy is to encourage freshmen to learn autonomously for improving learning effectiveness and competitiveness. 　 　　Base on the situation above, the objectives of this study is to understand the conditions of reading on iPad2. We employed technology acceptance model to explore the relationship between users’ perceived ease of use, perceived usefulness and attitude toward use. In addition, we also used importance-performance analysis to comprehend the users’ preferences of the function after they use iPad2 to read. 　 　　Salient results include: (1) Both males and females’ perceived ease of use and perceived usefulness had positive effect on attitude toward use, and perceived ease of use also had positive effect on perceived usefulness; (2) For both males and females, the same results were acquired in that perceived ease of use had the highest path coefficient to perceived usefulness, followed by perceived usefulness to attitude toward use, and perceived usefulness had the lowest path coefficient to attitude toward use. In addition, both males and females’ perceived ease of use had similar effects on usefulness, and females’ perceived usefulness had more effect on attitude toward use than males. But perceived ease of use to attitude toward use is the opposite, of which males’ path coefficient was higher than females’. (3) According to importance-performance analysis, each group of respondents represent that there are many free resources available for download and there is an explicit and fair return standard need to be improved preferentially which fall in quadrant Ⅰ (concentrate here); respondents also represent that the function of fluency of reading should be maintained which fall in quadrant Ⅱ (keep up the good work).