電子書訂閱服務的購買意願：基於S-O-R 模型的實證分析

Purchase intention of E-Book Subscription Services: An Empirical Analysis Based on the S-O-R Model

本研究基於刺激-組織-反應模型(S-O-R Model)，探討電子書訂閱服務中消費者的價值感知與使用行為之間的關係。本研究對180名受訪者的數據進行描述性統計分析、迴歸分析，驗證了知覺價值、使用態度與購買行為之間的相互關聯性。從研究結果中，我們發現訂閱內容的豐富度與價格策略對知覺價值具有顯著的正向影響，支持了S-O-R模型在訂閱經濟中的應用提供了理論依據，並能提供企業在優化定價策略、內容設計及用戶體驗的實務參考。本文最後也給予企業建議與未來研究的方向。

This study, based on the Stimulus-Organism-Response (S-O-R) model, explores the relationship between consumers' perceived value and usage behavior in e-book subscription services. Descriptive statistics and regression analysis were conducted on data from 180 respondents, verifying the interrelationships among perceived value, usage attitude, and purchase behavior. The results show that the richness of subscription content and pricing strategies have a significant positive impact on perceived value, supporting the application of the S-O-R model in the subscription economy and providing a theoretical foundation. These findings offer practical insights for companies in optimizing pricing strategies, content design, and user experience. The paper concludes with recommendations for businesses and future research directions.