The e-book reader, Kindle, which Amazon.com officially promoted in November, 2007, has caught the eye of global market, and the sale volumes reached 500,000 in 2008(Bureau of Industrial Development, MOEA, 2009). Moreover, the Kindle2 promoted in March, 2009, has also created a good performance. The success in Kindle lets many Taiwanese manufacturers think the feasibility of developing the e-book reader market in Taiwan. Therefore, this research uses Innovation-Decision Process (Rogers, 2003) and New Product Adoption Model (Holak, 1988) to study the effects of perceived attributes of innovation, include relative advantage, compatibility and complexity, on purchase intention Taiwanese having. Furthermore, the influences about substitutes and reading habits on the purchase intention were also discussed in this study.
According to the possible consumer groups, this research focus on Taiwanese who live in Taiwan now and who must be office workers had college degree or be university, graduate, or PhD students. The period of survey was from March 19 to April 18 in 2010 and the questionnaires were handed out through personal interview and e-mail. The number of questionnaires collected is 202 and only 158 questionnaires had confirmed to the standard the study requested. In 158 questionnaires, 42% are office workers and 58% are students; 59% are male and 41% are female; the age distribution of 158 questionnaires is from 20 to 59 years old, and 58% are in the range 20 to 29 years old; About the disposable monthly income, 40% are in the rang NT$5,000 to NT$9,999; 85% are live in south of Taiwan.
The findings showed: (1) At present, Only 28% respondents have the purchase intention of e-book reader (selling price for NT$10,000 about); (2) The first three factors which attract Taiwanese to purchase an e-book reader include easy to carry (70%), saving the space to store paper books (40%), and easy to read when you are moving (37%); (3) The relative advantage affected the purchase intention positively; (4) The degree respondents approved of reading paper books usually was positively correlated with purchase intention; (5) The purchase intention was higher when respondents had netbooks or smartphones, and more items of substitutes they had.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0628110-191100 |
| Date | 28 June 2010 |
| Creators | Lee, Nien-ting |
| Contributors | Tsuang Kuo, Tai-Hwa Chow, Pei-how Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0628110-191100 |
| Rights | not_available, Copyright information available at source archive |
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