本研究主要目的在針對消費者對電子書的轉換及意圖影響因素進行關連性探討。過去對科技產品接受態度與使用意圖之相關研究，多從有用性、易用性切入探討，以了解其對新產品轉換態度與轉換意圖的影響，唯新鮮感及虛擬價值在科技接受模式的相關探討並不多見，故本研究藉由整合電子書認知有用性、易用性、新鮮感、虛擬價值、實體書使用慣性與實體書滿意度觀點，針對電子書轉換態度的影響因素進行探討與驗證。
在抽樣方面，本研究共發出500份問卷，回收之有效樣本共計349份，有效回收率為69.8%。在研究方法上，藉由因素分析、迴歸分析與結構方程式針對本研究假設進行探討並加以驗證。
研究結果顯示電子書之有用性與易用性對其轉換態度有正向顯著影響，而實體書使用慣性與實體書滿意度則對其轉換態度有負向顯著影響，同時，其轉換態度對其轉換意圖亦呈正向顯著影響。此外，電子書之新鮮感及虛擬價值之干擾效果則會強化其轉換態度對轉換意圖之正向顯著影響。本研究假設經由以上分析後皆獲實證支持，而本研究結果預期將對此類行銷相關議題帶來助益 。

The main purpose of this research is to study the affection of the e-book toward consumer’s behavior. Before, the new technology products tend to invent from usefulness and convenience perspective in order to get a full analyze of the changing attitude and intention for the new product. Only freshness and virtual value are not a comment study in the acceptance of technology. Therefore, this research has a great integration between usefulness, convenience, freshness, and virtual value for e-book. It also provides the evidences and factors that change the human reading from the aspect of regular reading habit and satisfaction.
For the sampling, 500 questionnaires were sent out, and 349 good samples are acquired. On research method, the hypotheses are proved by analyzing the factor, regression, and constructed equation. The result demonstrates the usefulness and convenience of e-book have positive effect attitude toward switch. On the other hand, the result is negative for regular reading habit and satisfaction. Also, it has positive effect for changing attitude and intention for the acceptance of e-book. Besides, the freshness and virtual value of e-book’s distraction will enforce the positive effect of changing attitude and intention. The hypotheses of this research are supported from the above analyzes, and the result is going to be helpful for the related marketing and sale.

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