[[alternative]]An Exploratory Study on Behavior Intention to Choose E-book Platform Based on Butterfly Catastrophe Model

[[abstract]] 電子書的概念從1968年提出後，對傳統出版業造成巨大壓力。台灣大量研究集中在產品功能、創新模式及教育運用等領域。本文則針對影響大學生選擇電子書服務平台的因素，以及因素間的結構關係，進行研究。 本研究對南部某大學學生進行問卷，調查台灣最具代表性的三家電子書服務平台所提供的服務品質。收回有效樣本計298份，採結構方程式模型及蝴蝶劇變模型分析。後者尚涉及情境分析及重要度----績效分析法所需的服務品質項目。 研究結果發現：（1）電子書使用者的態度是影響行為意向最重要的變數；（2）受調查對象中69.7%的人最常購買或下載免費電子書的平台是Google Play圖書；25.2%的人在博客來網路書店；5%的人在讀墨網路書店；（3）Google Play圖書的競爭優勢在｢提供跨平台的閱讀服務｣、｢電子書查詢與購書介面簡單好用｣、｢平台提供的閱讀介面清楚好用｣；至於博客來及讀墨網路書店的競爭優勢，都是｢平台提供的閱讀介面清楚好用｣。 最後建議，處在數位出版時代，台灣電子書服務平台宜加強服務品質，以吸引更多的讀者共襄盛舉。同時也建議有興趣的研究人員針對：（1）利用Logit模型建構選擇電子書平台的個體選擇行為模式；（2）有關數位出版公司經營效率的問題；（3）做進一步深入的研究，收集更多樣本資料，做為進行劇變模型參數的校估。[[abstract]] Since the concept of e-book was introduced in 1968, it has caused huge pressure on the traditional publishing industry. Much research in Taiwan has focused on product functions, innovative models, and educational applications. This thesis focuses on the factors that affect college students' choice of e-book service platform and the structural relationship between the factors. This study conducted a questionnaire survey on students from a university located in the southern Taiwan to investigate the service quality provided by the three most representative e-book service platforms in Taiwan. A total of 298 valid samples were collected and analyzed using structural equation models and butterfly catastrophe models. The latter still involves situation analysis and importance-the service quality items required by the performance analysis method. The results of the study were as follows: (1) the attitude of e-book users is the most important variable affecting behavioral intentions; (2) 69.7% of the surveyed people most often purchase or download free e-books on Google Play Books; 25.2% Of people come to online bookstores on Book Your Life; 5% read online bookstores on Readmoo; (3) Google Play's competitive advantage lies in ＂providing cross-platform reading services＂, ＂e-book query and book purchase interface is simple and easy to use＂, ＂The reading interface provided by the platform is clear and easy to use.＂ As for the competitive advantages of Book Your Life and Readmoo online bookstores, the reading interface provided by the platform is clear and easy to use.＂. Finally, it is recommended that in the era of digital publishing, Taiwan's e-book service platform should strengthen the quality of services in order to attract more readers to join in the grand event. At the same time, it is also recommended to interested researchers to: (1) use the Logit model to construct an individual selection behavior model for selecting e-book platforms; (2) find out the factors related to the operating efficiency of digital publishing companies; (3) conduct further research and collect more sample data to carry out parameter evaluation of butterfly catastrophe model