隨著電子紙科技及電子閱讀器的發明，讓電子書有可觀的潛在市場產值。然而與國外相比，台灣的大眾族群仍維持觀望保守，因此了解國內使用者對電子書閱讀意願的影響因素十分重要。
過去關於電子書的研究大多以採用效益、閱讀器設計與版面設計等技術觀點出發，較少從需求動機層面的探討。因此，本研究以旅遊電子書為例，引用科技適配理論為架構，輔以實用、娛樂及社交等需求動機觀點提出整合性研究模型，探討旅遊電子書閱讀行為的關鍵影響因素。
本研究以旅遊相關粉絲專頁與討論區的社群使用者為對象，回收306份有效樣本。實證分析結果發現娛樂適配、實用適配及社交適配將顯著影響其閱讀意願，而娛樂適配會被娛樂閱讀需求與媒體豐富所影響，實用適配會被實用閱讀需求與易搜尋性正向增強，社交適配會被社交閱讀需求與可交換性所影響，整體模式變異量解釋達34.4%。
個人特徵的分群分析顯示，除共同重視娛樂適配外，男性較為社交導向，女生則為實用導向。年輕人(25歲以下)最重視實用適配，成年人(超過25歲)最重視娛樂適配。早期採用者(有閱讀電子書習慣)三項適配皆達顯著，但潛在使用者(無閱讀電子書習慣)則認為娛樂適配最重要。關於使用情境方面，長時間閱讀情境的使用者重視依序為實用適配與娛樂適配，零碎時間閱讀情境的使用者則重視娛樂適配與社交適配。因此，出版商及書籍創作者應善用市場區隔策略，針對不同族群與使用情境擬定相關旅遊電子書的行銷策略規劃。

E-book market has been in a positive development with the invention of the electronic paper technology and the e-book reader. However, compare with many western countries, the mass populations in Taiwan still don’t read e-book and sees it as an uncommon product. In this circumstance, it’s a critical issue of understanding the intention to read e-book and what effects people’s intention of Taiwanese citizens.
Most of the e-book researches focus on the technical perspective, like benefits of adoption, e-book reader’s design and e-book’s layout design. But less of them were talking about user’s motivation. Therefore, this study use travel e-book as an example, and use the task technology fit theory as a framework with utilitarian, hedonic and social reading motivation as an integrated research model, trying to find the key factors of effecting people’s travel e-book reading intention.
306 samples were collected from the Facebook travel related fan pages and PTT forums. This empirical analysis shows that hedonic, utilitarian and social reading and technology fit will strongly affect user’s intention to read e-book. Furthermore, hedonic reading and technology fit will be affected by hedonic reading needs and media richness, and utilitarian reading and technology fit will be enhanced positively by utilitarian reading needs and ease to search. Lastly, social reading and technology fit will be affected by social reading needs and exchangeable. Overall, the model’s R square vale is 34.4%.
The analysis of personal background shows male and female both take hedonic reading fit seriously, other than that, male are more social oriented and female are more practical. Young people (25-year-old and below) take utilitarian reading fit most seriously, and elders (25-year-old and above) are more into hedonic reading fit. Early adopters of e-book find out three reading fit are all significant effecting factors, but mass users sees hedonic fit most important. As for the context of reading, users in long-time reading context are more into utilitarian first, than social reading fit, but for users in spared time reading context, they sees hedonic and social reading fit more importantly. Therefore, publishers and authors should make a good use of market segmentation strategy and develop good travel e-book marketing strategy based on different groups of people and in different reading context.

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