| dc.description.abstract | With the growing of digital publishing industry, people are access to a variety of E-books more easily. An electronic reader (E-Reader) is a dedicated device to read E-books. Combined with the “E ink” and state-of-the-art display technology like E ink and flexible electronics, e-Readers will be widely used in the future. Most researches are focused on e-books nowadays, but only few ones on E-Readers. Since there are no researches on consumers’ attitude toward using E-Readers, this research attempt to investigate what aspects will influence on consumers’ adoption wiliness. Based on the Theory of Unified Thoery of Acceptance and Use of Technology, this research uses questionnaire to conduct an empirical study. From the collection of 654 samples, this research uses the method of SEM to develop a research model.
Based on the research result, it is shown that consumers generally are lack of experiences on using E-Readers, so that the construct related to experiences both have no significant influence on consumers’ intention toward using E-Readers. Social influence, facilitate conditions and attitude toward using technology all have significant influence on consumers’ intention. Thus, dealers should highly promote E-Reader to make consumers take notice of this product and have chance to try it out. Via the interpersonal relationship influence, dealers should use target marketing programs on early adopter. Also, expert comments and positive feedback on internet forums both have influence on consumers’ wiliness to use E-Readers. | en_US |