電子書閱讀器在全球颳起一陣旋風，成為眾所矚目之消費性電子新應用，吸引許多相關廠商投入。本研究欲探究廠商應如何行銷及研發電子書閱讀器，以提升使用者的採用意願。
本研究以個人認知行為、創新擴散特質及自我效能、知覺愉悅等構面探討其對於行為意願之影響，研究結果發現，使用者將易用性視為電子書閱讀器基本門檻，同時，在行銷時應強調其「實用性」，並強調使用電子書閱讀器可達到閱讀及工作上的效益，以刺激大眾購買電子書閱讀器的意願。企業可參考本研究之實務建議，研發符合使用者需求的電子書閱讀器。

E-Reader has raised a burst of upsurge and appealed to many tech-related firms to invest. This thesis investigated how to do marketing and develop E-reader to improve the users’ intention behavior.
This study investigated the effect on behavioral intention in the base of these factors: Perceived Behavioral, Innovation Diffusion Theory, Self-efficacy and Perceived Playfulness. The results showed that users take Perceived Ease of Use as necessary characteristic of E-reader. In the meantime, enterprises should emphasize that using E-reader can enhance efficiency in reading and work to stimulate the consumers' willingness of purchasing. In addition, enterprises could refer the practical suggestions in this study to develop the E-reader which meets the users' demands.

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