Consuming Ebook- An Innovation Resistance Perspect Research

• Main Authors: Lin, Yushan, 林輿姍
• Other Authors: Kuo, Wenping
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/59154114735633844472

碩士 === 中國文化大學 === 新聞學系 === 100 === This study is about consumer's resistance to eBook. The motivation of the researcher implemented of domestic and the international eBook reader, once again led the eBook reader by fever. According to survey by Taiwan's eBook consumers found that nearly 65% of the Taiwanese people only heard of eBooks but have never used it. In the other words, the extent of the use of eBook does not achieve critical mass in Taiwan. Why consumers do not use eBook and the factors of their resistance to the innovative technology are the purposes of the thesis. I discussed non-eBook users' perceptions of the technology, and used Ram and Sheth (1989) theory as the core framework to explore eBooks non-eBook users' resistance toward it. This study used focus group method, and collected empirical data from non-eBook users from various backgrounds. The research found the following outcomes. Firstly, eBook resistant users recognized eBook from three major concepts: eBook as an electronic hardware devices, eBook as digital forms of book, and eBook as both hardware and software. Different recognitions of eBook will yield different resistant attitudes toward eBook usages. Secondly, most of the consumers prefer to read paper based book and refuse eBook because they do not have to adapt new technology system and devices which might increase certain risk. Some non-eBook consumers do not rule out exposure to eBook innovation, but blame for the functional aspects of eBook to be one of the reasons of eBook resistance. Additionally, even the development of eBook technologies has lower the technological barriers for the consumers, purchasing hardware devices of eBook still cause problems from economic aspect of resistance. Finally, eBook platform and content seem to be significant issues for the consumers. The non-eBook consumers of this study emphasize that a further unification of the format of eBook content provided by the different bookstores will be another dimensions which influence their future decisions of adopting eBook. To sum up, this study gives eBook industry a picture of Taiwanese non-eBook users and their consumption behavior. Obviously, the diffusion of eBook innovative devices in Taiwan has transcended the software domain, the way of promoting eBook will be a further integration of different digital formats of software and content across different hardware devices of eBook.