出版科学
齣版科學
출판과학
2011年
3期
12~17
,共null页
电子书 选择行为 罗吉特模型
電子書 選擇行為 囉吉特模型
전자서 선택행위 라길특모형
E-book Choice behaviour Logit model
借由二元罗吉特模式探讨影响读者选用电子书的因素及其对选择行为所造成的影响。本研究回收有效样本数为392份,经由二元罗吉特模式的分析显示,电子书价格高低、职业与每周上网时间等对于选择行为有显著的影响。电子书价格变化对市场占有率影响较大,纸质书价格上涨对电子书市场占有率影响较小,电子书价格上涨对纸质书影响较大。研究结果还显示,学生对于电子书的接受度高,如果能继续保持其优势,包括数量庞大的电子书、功能强大的阅读器,在版面安排上设计更适合于笔电与阅读器上阅读的电子书,并且改善付费方式,若能辅以电子书价格的优势,必能有效提高电子书市场占有率。
藉由二元囉吉特模式探討影響讀者選用電子書的因素及其對選擇行為所造成的影響。本研究迴收有效樣本數為392份,經由二元囉吉特模式的分析顯示,電子書價格高低、職業與每週上網時間等對于選擇行為有顯著的影響。電子書價格變化對市場佔有率影響較大,紙質書價格上漲對電子書市場佔有率影響較小,電子書價格上漲對紙質書影響較大。研究結果還顯示,學生對于電子書的接受度高,如果能繼續保持其優勢,包括數量龐大的電子書、功能彊大的閱讀器,在版麵安排上設計更適閤于筆電與閱讀器上閱讀的電子書,併且改善付費方式,若能輔以電子書價格的優勢,必能有效提高電子書市場佔有率。
차유이원라길특모식탐토영향독자선용전자서적인소급기대선택행위소조성적영향。본연구회수유효양본수위392빈,경유이원라길특모식적분석현시,전자서개격고저、직업여매주상망시간등대우선택행위유현저적영향。전자서개격변화대시장점유솔영향교대,지질서개격상창대전자서시장점유솔영향교소,전자서개격상창대지질서영향교대。연구결과환현시,학생대우전자서적접수도고,여과능계속보지기우세,포괄수량방대적전자서、공능강대적열독기,재판면안배상설계경괄합우필전여열독기상열독적전자서,병차개선부비방식,약능보이전자서개격적우세,필능유효제고전자서시장점유솔。
This paper is intended to investigate the effects of using e-books in reading.According to the case study,392 valid questionnaires were collected.From the analysis through binary logit model,the findings indicated that the pricing,occupation and the weekly online time would pose significant influences to selection behavior.It was obvious that the impact to market share from e-book sales price would be larger,the price rising for the book in paper had less impact to the market share of e-book;nonetheless,the price rising for e-book would influence more on the market share for book in paper.From the findings for this research,readers were more susceptible to books than e-books.If the advantage of e-books can be maintained,including massive amount of e-books and reader with powerful performance,the design for the screen presentation more in tune with notebook and the e-books equipped with reader,in addition to enhancement to the payment method,then with the advantage from e-book pricing,it can effectively raise the market share for e-book.