網際網路的應用已經在各個產業帶來革命性的變革，在圖書產業也引起了數位閱讀的浪潮，面對網路媒體的競爭，雜誌業亦推出了電子雜誌的新興電子閱讀產品。早期電子雜誌多半以桌上型電腦或筆記型電腦為主要的閱讀載體，隨著蘋果的iPad平板電腦問世，帶動整個平板電腦市場的普及，使平板電腦成為電子雜誌重要的移動閱讀載體之一。基此，本文旨在探討當消費者擁有一台心目中理想的平板電腦時，對於傳統的紙本雜誌與新興數位閱讀之電子雜誌的選擇行為，除了以科技接受模式為基礎探討讀者對於電子雜誌的接受態度外，並發展紙本雜誌與電子雜誌等兩個選擇方案的二項羅吉特選擇模式。 研究的對象以國中老師及大專院校的學生為兩個分析的族群，科技接受模式的分析結果顯示，對於所有樣本而言，電子雜誌的有用性會直接正向影響使用電子雜誌的使用態度，電子雜誌的易用性則會透過有用性間接正向影響使用電子雜誌的態度。在二項羅吉特選擇模式的分析方面，結果顯示價格、贈品內容、擁有3C產品種類、居住地、電子雜誌的使用態度是構成學生族群選擇行為效用函數的變數，而贈品內容、網路使用經驗、雜誌閱讀頻率、婚姻狀況則是構成教師族群選擇行為效用函數的變數。在市占率分析方面，電子雜誌在學生族群擁有54%的市場占有率，而在教師族群方面，電子雜誌則擁有52% 的市場占有率。此外，學生樣本價格彈性的分析結果顯示，紙本雜誌若進行較大幅度的價格調降策略，會比電子雜誌以相同價格調降策略的效果來得好，這樣的特性值得雜誌經營業者注意，並期能提供業者制訂相關行銷策略的參考依據。 The Internet has brought about transformations in all industries. Digitalization has also come to the publishing industry, with e-books and e-magazines on the marketplace. In the early days, most of the e-magazines were mostly read on desktops or laptops. However, the launch of iPad has made Tablet PC one of the important carriers for e-magazines. Therefore, this study aimed to examine the influence of the ownership of an ideal Tablet PC on the choice between paper-based magazines and e-magazines. Readers’ acceptance of e-magazines was also examined with technology acceptance model. The choice between paper-based magazines and e-magazines was developed into a binary logit model. This study surveyed two groups of users, which are teachers in junior high schools and students in colleges. According to the analysis based on the technology acceptance model, the usability of e-magazines has direct and positive effect on the adoption of e-magazines for all the samples. The level of ease-of-use of e-magazines exhibits an indirect but positive influence on the use of e-magazines. The analysis based on the binary logit selection model shows that prices, free gifts, ownership of existing 3C products, residence locations and the attitude toward e-magazines are the variables of the choice behavior and utility function for students. Meanwhile, giveaways, Internet experience, frequency of reading magazines and marital statuses are the variables of the choice behavior and utility function for teachers. In terms of market presence, e-magazines have 54% market shares in the student group and 52% in the teacher group. An analysis on the price elasticity in the student group shows that significant price cuts for paper-based magazines will yield better results than the same price cuts for e-magazines. This is worthy of note for magazine publishers. The finding can serve as a reference for the marketing strategies of magazine publishers.
