由於資訊科技與顯示技術的大幅進步，電子書閱讀裝置成為近來十分受矚目的產品，然綜觀目前國內外電子書的發展，多以較具消費能力的上班族為對象，較少以基礎教育的學生為目標使用者。 本研究針對使用於教育市場的電子書閱讀器進行前導性的實驗，並透過自行設計的使用者介面、數位學習平台及結合傳統問卷與自動化使用者行為蒐集程式，結合質化研究與量化分析的優點，以瞭解最真實的學生使用習慣與方式。 本研究目的在於探索電子書閱讀器進入高中學生的實際課堂學習與日常生活之中，對學生的學習經驗或閱讀習慣所產生之影響，並進一步瞭解從學生最初接觸電子書的新鮮試用期，到後續逐漸習慣使用或棄用電子書等不同階段的行為變化。透過此研究，瞭解電子書閱讀器應用於教育市場的接受程度及可能潛力，做為未來電子書設計、開發與推廣使用的可行性參考依據。 / Recently, e-book reading devices based on electronic ink (e-ink) have gained a lot of attention thanks to the rapid advances in both information and display technology. However, current products are mainly targeted on general users for their daily reading activities. Research on introducing the e-reading device into high school or college campuses has commenced only quite recently. In this thesis, we exploit the potential of employing e-book reading devices in facilitating learning in a high school campus. We have custom-designed the user interface as well as the textbook content to suit the needs of this particular user group. The unique opportunity of having access to the hardware device, software design and potential users creates an ideal experimental platform for us to unbiasedly investigate the role of this new technology through a long-term user behavior collection and analysis process. This study aims to explore how the introduction of e-book reader into high school campus influences the students’ learning and daily life. We documented changes in the users’ e-book reading behavior during the course of a six-month experiment, corresponding to progressive stages of growing familiarity and comfort with using the machine. We found that e-book reader does help the students to develop a habit of mobile reading. Its effect exceeds our expectation of achieving digital learning. We hope that the findings presented in this thesis can be useful to teachers and system designers to develop new types of teaching materials and activities by taking advantages of the characteristics of this new technology.

在這個新世代，人類在閱讀上已顛覆以往的習慣，電子書閱讀器市場潛力與行銷發展也形成巨大的空間及無限的商機，是新世紀的商業新潮流，由於Kindle 電子書閱讀器的熱賣，電子書閱讀器市場，似乎又邁入另一個高峰。也因此造就了電子紙應用市場也跟著快速成長；台灣廠商繼Notebook後, 似乎找到另一個新藍海產業。本研究針對電子書閱讀器其起源、發展、市場及行銷策略上作一探討及研究 其中最關鍵元件－電子紙模組之供應商即為”元太科技工業股份有限公司”，它占了電子紙90％的市場，為電子紙的全球最大供應商，因此本研究以”元太”為主要研究對象，來探討其供應鏈、經營策略、經營績效等，藉此了解電子書閱讀器的市場、應用面及未來創新發展。 本研究將配合波特的五力分析、SWOT分析加上政府政策、電子書閱讀器產業技術、市場及競爭等面向進行探討，並採用個案分析法，進行次級資料分析及人物訪談，藉此分析出該產業各作用力強弱組合，並進一步瞭解所欲進入該產業之廠商將面臨之挑戰。接著探討電子書閱讀器產業內的參與者及其相互關係，以台灣目前電子紙領導廠商「元太科技」為例做說明。得知電子書閱讀器確能確實滿足人類的根本需要，符合現階段的社會要求。架構出電子書閱讀器產業的關鍵成功因素以及電子書閱讀器的未來應用及商機潛力，以作為國內發展電子書閱讀器紙廠商之參考。透過分析，本研究發現電子書閱讀器產業關鍵成功因素在於技術突破及創造新市場應用，如此才能推動電子書閱讀器的產業變革，使其多元應用、商機無限，讓真正的無紙化時代來臨。 / In the new generation of human, reading has been the habit of subversion in the past. It is a new business trend of another century that the market potential and marketing development of e-book reader have developed a huge space and unlimited business opportunities. As a result of the best selling of e-book reader Kindle, the market of e-book reader seems to be advanced into another level. Therefore, it has also achieved the rapid growth of the application market of electronic paper. It seems that the manufactures in Taiwan explore another new industry of Blue-Sea following the Notebook. In this study, it has been taken a deep investigation and research from the origin, development, market and marketing strategy of the e-book reader. The PVI Industrial Co., Ltd, a supplier of the module of electronic paper which is one of the most critical element, accounts for 90% of the market of electronic paper and is the largest supplier in the world of the electronic paper. Therefore, PVI is applied as the main object in this study to explore its supply chain, marketing strategy, business performance, etc., in order to learn about the market, the application of innovation and future development of e-book reader. In this study, it is to explore by using Porter's five strength analyses, SWOT analysis, government policy, the industry technology of e-book reader, market and competition, etc. and also adopt the case analysis, the secondary data analysis and interviews. Therefore, it is to learn more about the challenge to face for which wants to enter this industry by using this analysis of the industrial strength mix of every effort. Then, it is to explore the participants and their mutual relations within the industry of the e-book reader. Based on the leading manufacturer of electronic paper in Taiwan "PVI" as an example of illustration. It is learned that E-book reader that can really meet with the basic needs of human beings, in accordance with the social requirements at this stage. It is to show the structure of the e-book reader industry that the key success factors as well as e-book reader applications in the future and potential opportunities to develop e-book reader as a domestic manufacturer of paper for reference. In this study through analysis, it is found that the key success factors of e-book reader industry is the creation of new technological breakthroughs and market applications, therefore, in order to promote the changes of e-book reader industry, so that to make multiple applications, business opportunities and the real paperless era .

電子書興起，改變了讀者的閱讀方式，紙本書不再是唯一的選擇。電子書的供應鏈由上而下可分為：作者、出版社、DRM業者、網路通路平台、電信業者、硬體載具製造商。隨著科技創新，新的供應鏈創造了參與者新的競合模式，各參與者的商業模式也隨之創新，相較於過去的紙本書市場出版商擁有較大的議價能力之情況，在新的競合模式中，掌握客源的網路平台通路商對於上游的出版商之議價能力大幅提升。另一方面，越來越多作者跳過出版社，直接將電子書的版權賣給網路平台通路商，導致出版商原有的掌握版權之優勢減弱，長期下可能會致使出版社在電子書供應鏈中的議價能力進一步降低。未來隨著科技進步，彩色電子書閱器與結合其他功能的設備將是發展趨勢，但光靠硬體端難以建立他人無法輕易突破的進入障礙，而許多參與者在供應鏈上並非具單一角色，像是Amazon與Apple兼具網路平台通路商與硬體載具供應商之角色，亦即「平台+硬體載具」的雙重獲利模式，而這兩間公司皆掌握了主要的「客源」，是其重要優勢。而Amazon更是透過支援的應用程式，讓非自家載具之消費者也能至自己的電子書店下載電子書，像是iPad、iPhone、藍莓機等等。因此以未來電子書成長後議價能力與賺取現金流之能力的消長預期來看，相較於其他參與者，Amazon與Apple會是較佳的長期投資標的。 / The emergence of e-books changes the reading habit, and the paper-book is not the only one medium of reading anymore. The supply chain of e-books comprises diversified industries, including authors, publishers, DRM providers, online retailers who operate digital bookstores and manage accounts of customers, telecommunications, technology-side players. When technology advances, the new supply chain creates new co-competition model, the business models of players begins to innovate. Compared to paper-book market in which the publishers have stronger bargaining power, in new co-competition models, the online retailers have a huge customer base and therefore have stronger bargaining power over publishers. Furthermore, there are more and more authors who skip publishers and sell the digital right to online retailers directly. That is, the content resources controlled by publishers reduce, and the bargaining power of publishers deteriorates. In the future, producing colorful e-readers will not be a difficulty anymore, but the technology-side players will have difficulty in establishing entrance barrier. However, some participants play various roles across the supply chain, such as Amazon and Apple. Both of two companies play the roles of online retailers and technology-side players, and have double sales resources from plate form and hardware. Beside, both of these companies have large customer base, and it is the critical competitive advantage of Amazon and Apple. Especially, Amazon supports some hardware tools like iPad, iPhone, and Blackberry. As long as the customers download the application programs, the customers can purchase e-books on Amazon.com. From the aspects of potential of growing bargaining power and future discounted cashflows, Amazon and Apple would be better choices for long-term investors.

近年來臺灣民眾的閱讀習慣開始改變，透過數位載具進行閱讀的人口逐漸增加。面對數位閱讀時代的來臨，圖書館為了推廣數位閱讀，陸續提供電子書閱讀器借閱服務。由於國內圖書館推動這項服務仍在起步階段，針對電子書閱讀器借閱服務之使用研究有其必要性。 因此，本研究以整合性科技接受模式為理論基礎，探討圖書館讀者對電子書閱讀器借閱服務之使用行為、行為意願及其影響因素，並分析讀者之性別、教育程度、學院別、數位閱讀載具使用經驗、電子書使用經驗等個人特徵，對影響因素與行為意願之調節效果。 本研究以交通大學的學生為研究對象，並以「交通大學圖書館電子書閱讀器借閱服務之使用調查」問卷為研究工具。問卷調查結果以描述統計、相關分析、多元迴歸分析與階層迴歸分析進行分析，研究結果如下： 1.讀者主要透過同儕分享得知電子書閱讀器借閱服務； 2.讀者使用電子書閱讀器借閱服務之主要動機為體驗使用iPad 2； 3.閱讀電子書是讀者使用電子書閱讀器借閱服務之主要用途； 4.網路免費電子書是讀者閱讀電子書的主要來源； 5.讀者主要利用Google或其他搜尋引擎查詢電子書； 6.讀者閱讀電子書時遭遇的困難以眼睛疲倦感與電子書內容不足佔最多數； 7.讀者對iPad 2閱讀電子書的整體經驗多數感到滿意； 8.讀者未借用iPad 2的最主要原因是不知有電子書閱讀器借閱服務，再者是iPad 2數量不足； 9.多數讀者願意使用電子書閱讀器借閱服務，也願意繼續使用該服務，並樂意推薦他人； 10.讀者使用電子書閱讀器借閱服務的行為意願之影響因素包括：績效期望、努力期望與社群影響，其中社群影響最具預測力； 11.讀者的性別、教育程度、學院別、數位閱讀載具使用經驗、電子書使用經驗等五項個人特徵對影響因素與行為意願之關係不具調節效果。 本研究針對上述結果加以討論，並提出相關建議，提供圖書館推行該服務，以及未來研究之參考。 / In recent years people's reading habits have begun to change, and the population of digital reading device users has been growing gradually. Face with the coming era of digital reading, libraries provide e-book reader lending services one after another in order to promote digital reading. Since the library services in Taiwan are still at the initial stage, it is necessary to examine the use of e-book reader lending service. Therefore this study was based on UTAUT（Unified Theory of Acceptance and Use of Technology）. The purpose of this study was to investigate reader's behavior, intention and determinants toward e-book reader lending service, and examine moderators of the relationships between determinants and intention, including gender, education, academy, digital reading device experience and e-book experience. In this research, students at National Chiao Tung University were chosen as the testing participants. The instruments used in the study was the National Chiao Tung University Library E-book Reader Lending Service Use Survey. The data was analyzed by descriptive statistics, Pearson's correlation, multiple regression analysis, and hierarchical regression. The findings of the study were as follows: 1.Most readers know about e-book reader lending service by peer sharing; 2.The motivation of most readers using e-book reader lending service is to try iPad 2; 3.Majority of readers use e-book reader lending service for reading e-books; 4.Most readers read e-books that are from internet and for free; 5.Majority of readers find e-books on Google or other search engines; 6.Most readers have difficulty with reading e-books because of eyestrain and lack of content; 7.Most readers feel satisfied with the e-book reading experience on the iPad 2; 8.Majority of readers have not borrowed the iPad 2 because of not knowing the service and lack of iPad 2; 9.Most readers willing to use e-book reader lending service and use the service continuously. They also willing to recommend others to use the service; 10.The determinants of intention to use e-book reader lending service among students at National Chiao Tung University include performance expectancy, effort expectancy, and social influence. The predictive power of social influence is highest among all determinants. 11.Personal characteristics of the readers including gender, education, academy, digital reading device experience and e-book experience don't moderate the relationships between determinants and intention. According to the findings above, this study provided some suggestions for libraries to promote the service, and future research suggestions.