[[alternative]]An Analysis of Reader's Choice of eBook Behavior Intention Analysis Based on S-O-R Model

[[abstract]] 數位閱讀是台灣出版產業重要的發展趨勢之一，而探討影響消費者選擇數位閱讀的因素，以及因素間的關係將有助於出版產業業者進一步制訂數位閱讀行銷的重要參考依據。本文以S-O-R模型為基礎，藉由知覺易用性、知覺有用性、態度與知覺價值來分析影響選擇數位閱讀行為意向的關係。研究結果發現，態度是影響數位閱讀最重要的因素，而知覺有用性則是影響態度的重要因素。本文建議出版產業管理者可以發展一些機制讓數位閱讀在讀者心中更具有有用性的認知，並經由態度可以有效影響消費者使用數位閱讀的行為意向。[[abstract]] Digital reading is one of the important development trends in the publishing industry in Taiwan. The discussion of the factors influencing consumers' choice of digital reading and the relationship between the factors will help the publishing industry to further develop digital reading marketing. Based on the S-O-R model, this paper analyzes the relationship between the choice of digital reading behavior intentions through perceived ease of use, perceived usefulness, attitude and perceived value. The study found that attitude is the most important factor affecting digital reading, and perceived usefulness is an important factor affecting attitude. This article suggests that publishing industry managers can develop mechanisms to make digital readings more useful in the minds of readers, and that attitudes can effectively influence consumers' intentions of using digital reading