| 摘要: | 本研究以國小五年級學生為研究對象，分別透過結構方程模型、重要度-滿意度分析與二元羅吉特模式探討影響紙本漫畫書與網路電子漫畫書選擇行為的因素，電子漫畫書則是以愛搜書網站的電子漫畫書為例。研究的結果顯示，國小五年級的學生對於電子漫畫書有很高的接受度，對於使用電子書閱讀器時也不會感到困難。 因素分析的結果顯示易用性、有用性具有良好的區別效度，其關聯模式經由配適度指標分析，均在於可接受的範圍，至於結構方程模型的分析結果則顯示有用性對於易用性與使用態度有顯著的影響，易用性對於使用態度的影響則顯示為不顯著。在重要度-滿意度的分析方面，結果發現學生對於電子漫畫書的種類多寡、書籤、版面放大與翻頁功能覺得重要且滿意的，這些屬性是愛搜書網站電子漫畫書的競爭優勢，劃線與付費功能是不重要且不滿意的，這兩項屬性則是eREAD版本的電子漫畫書之優先改善對象。二元羅吉特模式的分析顯示價格高低、版面大小、版面編排與每週上網時間等對於選擇行為有顯著的影響。根據參數校估紙本書市占率約為0.68115，電子書的市占率約為0.3189。紙本書與電子書的直接彈性分別為-0.0179與-0.3511，可見電子書價格變化對市佔率影響較大。紙本漫畫書與電子漫畫書的交叉彈性分別是0.038、0.164，可見紙本書價格上漲對電子書的市佔率影響較小，電子書價格上漲對紙本書影響較大。 根據本研究的結果學生對於電子書的接受度高，如果能繼續保持其優勢，包括數量龐大的電子書、功能強大的閱讀器，在版面安排上設計更適合於pc、筆電與閱讀器上閱讀的電子書，並且改善付費方式，再以電子書價格的優勢，必能有效的提高電子書的市佔率。
This research adopted fifth graders in elementary school as research subjects. And this thesis also underwent explorations of selection behavior factor which affected comics in paper and e-comics on net via SEM, Importance-Satisfaction Analysis and binary logit. As for e-comics, this thesis adopted the e-comics on eRead isoshu as example. From findings of this research, it indicated that there was a high degree of receptivity in e-comics for fifth graders, and they experienced little difficulties in applying the e-book reader. Findings from factor analysis indicated that both the usability and the usefulness possessed fairly good discriminant validities. And its relational model also underwent index analysis for adequacy, and the results were within the acceptable range. As for SEM analysis findings, it indicated that the usefulness had significant impact to the usability and the usage attitude. And the impact to usage attitude from the usability was less than significant. In the Importance-Satisfaction analysis, the findings indicated that students felt it was both important and satisfactory for the amount of the variety offered, the bookmark, the screen enlargement and the page-turning functionalities. And these attributes were the competitive advantages for e-comics at eRead isoshu. Nonetheless, functionalities like line-drawing and payment method were viewed as less important and unsatisfied; therefore, these two attributes should be the first to be corrected and enhanced for e-comics of eREAD version. From the analysis through binary logit, the findings indicated that the pricing, the size of the screen, the screen arrangement and the weekly online time and duration would pose significant influences to selection behavior. According to the parameter calibrated value, market share for this book was about 0.68115 and that for the e-book was about 0.3189. Direct elasticity for both the book in paper and e-book were -0.0179 and -0.3511 respectively; and it was obvious that the impact to market share from e-book sales price would be larger. Cross elasticity for book in paper and e-book were 0.038 and 0.164 respectively; and this was obvious that 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, students were more susceptible to e-book. If the advantage can be maintained, including massive amount of e-books and reader with powerful performance, the design for the screen presentation more in tune with pc, 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. |
