大學生對於電子書使用意願及購買意願影響之研究

Studying on the Influence of College Students on Intention of E-book Usage and Purchase

傳統書籍主要以文字和圖片為主，缺乏互動性和多媒體功能；而電子書則藉由多媒體元素，如音頻、視頻和動畫，提供更豐富大學生的學習途徑。本研究針對大學生進行電子書使用意願及購買意願影響的研究，問卷發放採SurveyCake表單，2024年8月16日至2024年9月10日，共發放330份，經回收刪除無效問卷20份，有效問卷為310份，有效問卷率為93.94%。本研究發現，大學生對於電子書具有一定的使用意願與購買意願，乃是因為電子書便於攜帶、環保及價格相對實惠，以及多了多媒體元素可以豐富大學生的學習方式，使得大學生認知電子書的易用性可以預測使用態度，而使用態度越高可以提高購買意願，相對地，使用意願越高也會顯著影響購買意願的高低。

Traditional books were mainly based on text and pictures and lack interactivity and multimedia functions; e-books used multimedia elements such as audio, video and animation to provide students with a richer learning path. The study was aimed at studying the impact of e-book usage intention and purchase intention on college students. The questionnaire was distributed using the SurveyCake form. From August 16, 2024 to September 10, 2024, the total of 330 copies were distributed. After recycling, 20 invalid questionnaires were deleted and valid There were 310 questionnaires, and the effective questionnaire rate was 93.94%. The study found that college students had the certain willingness to use and purchase e-books. This was because e-books were easy to carry, environmentally friendly and relatively affordable, and the addition of multimedia elements can enrich college students’learning methods, making college students aware of e-books. Ease of use can predict usage attitude, and the higher usage attitude can increase purchase intention. Conversely, the higher usage intention can also significantly affect the level of purchase intention.