電子書的概念在1968年由全錄公司的Alan Kay提出後，在近三十年的發展下，1998年開始出現「擬書化」的攜帶式閱讀平台—電子書閱讀器。我國政府亦推出挑戰「2008：兩兆雙星計畫」等兼具國際觀與數位內容產業發展的期望。在電子書產業與全球網際網路並行發展之際，消費市場面對此一新科技產品的認知以及消費傾向，是本研究所欲探討的重點。透過科技接受模型（TAM）與享樂主義理論的結合，發展出影響電子書接受程度的外部變數與認知易用性、認知有用性等構面之間的交互影響，並利用問卷調查方式，進行購買意願的調查。
研究結果調查顯示，於電子書市場認知中，外部變數對電子書認知有用性的影響關係是正向的，表示消費者認為電子書是否有用、是否有助於提高效率，是由能否透過電子書汲取大量且豐富的數位內容作為判斷。外部變數對電子書認知易用性的影響關係亦是正向的。電子書認知有用性對於消費者購買電子書的意願具有正向影響關係。當認知有用性的工作性與娛樂性增加，提高使用者的認知有用程度，也同樣提升對電子書的購買意願。購買意願方面，迴歸分析數值顯示，享樂主義之係數為最高值。總而言之，消費者對於電子書偏好其輕薄、具有時尚感設計、方便讀取儲存大量數位內容。
依據研究結果，總結出與電子書消費傾向相關之建議：一、電子書硬體與軟體內容，應該發展良好且人性化的連結方式，加強消費者對於電子書有用、容易汲取大量數位內容的產品印象。二、電子書的外型設計值得業者投入高成本，發展容易使用、材質舒適與設計感新穎的電子書，建立市場對於電子書與享樂、流行等意象的連結。三、電子書市場以上班族群為較大的消費族群，可以由工作需要或是職業訓練等方向，切入工作者的市場，穩定產品的市場佔有率。四、上班族群與學生族群對於電子書的偏好，主要差別在於數位內容的專業性與電子書職務功能的設計，故建議業者可以將電子書功能，採行彈性外購式的設計，將功能多寡交於購買者自行決定，避免錯失潛在市場。

After the concept of e-Book (Electronic Book) was introduced by Alan Kay from Xerox in 1968, in nearly 30-year development, the e-Book reader which is the book-like portable reading platform appeared in 1998. Taiwanese government announced the project of “2008 Two Trillion and Twin Star” that contains both international vision and development expectation of digital content industry. While e-Book industry has developed in parallel with World Wide Web, this study conducts the field of the cognition and consumer intention when the consuming market faces the new technology. Through combining Technology Acceptance Model and the Theory of Hedonism, mutual influences of the external variables to the acceptance of e-Book, perceived usefulness, and perceived ease of use are generated. Moreover, using consumer survey to determine consumer behavior toward e-Book.
The result based on the research of e-Book market shows that external variables have a positive effect on the e-Book perceived usefulness. Consumers conceive the usefulness and effectiveness of e-Book are based on whether they can obtain abundant digital contents through the e-Book. The external variables also have a positive effect on the e-Book perceived ease of use, which can foster the consumption of e-Book. When the task-oriented performance and entertainment function of perceived usefulness enhance, user’s extent of perceived usefulness will be increased and as well as the purchasing inclination. As for the purchasing inclination, the regression analysis reveals the highest coefficient goes to Hedonism. In conclusion, consumers prefer slim and trendy e-Book design with easy access to abundant digital contents.
According to the study, the suggestions for e-Book consumer behavior are summarized as below:
1. Both hardware and software of e-Book should be developed excellent as well as user friendly to enhance product image on e-Book usefulness with easy access to abundant digital contents to consumers.
2. Manufacturers should invest more in developing e-Book on easy operation, fine texture, and modern design; furthermore, the connection of e-Book with Hedonism and fashion toward the consuming market.
3. White collars are the main consuming segment in e-Book market; therefore, by meeting their needs on work related function or using occupational training to get into the market and stabilize the market share of e-Book products.
4. The functional needs of e-Book for white collars and students differ from the specialty of digital contents and the design of e-Book functions; consequently, manufactures can adopt an external function which consumers can purchase by their own options, to prevent from losing the potential market.

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