본 연구는 MZ세대들의 e-Book 이용의도에 영향을 미치는 요인들을 실증적 차원에서 규명하였다. e-Book 이용결정요인을 살펴보기 위해 주요 이론과 모델을 통합하여 적용한 결과, ① 이용동기 중 효용성은 인지된 유용성에, 휴식오락/시간때우기와 경제성은 인지된 용이성에 정(+)의 영향을, ② 혁신특성인 적합성과 복잡성, 관찰가능성은 인지된 유용성에, 적합성과 시험가능성, 관찰가능성은 인지된 용이성에 정(+)의 영향을, 복잡성은 인지된 용이성에 부(-)의 영향을 미쳤으며, 적합성과 관찰가능성은 인지된 유용성과 용이성에 모두 정(+)의 영향을, ③ 혁신저항에 적합성은 부(-)의 영향을, 복잡성은 정(+)의 영향을, ④ 인지된 용이성은 인지된 유용성에 정(+)의 영향을, ⑤ 인지된 유용성과 용이성은 이용의도에 정(+)의 영향을, ⑥ 혁신저항은 이용의도에 부(-)의 영향을 미치는 것으로 나타났다.
The purpose of this study is to embody the factors influencing the motivation and acceptance of e-book use by MZ generations at the empirical level. The main results are as follows. ①among e-Book usage motives, utility had a positive effect on perceived usefulness, and it was found that rest/time erasure and economic efficiency had a positive effect on perceived ease of use. ②among the innovation characteristics for e-books, suitability, complexity, and observability had a positive effect on perceived usefulness, suitability, testability, and observability had a positive effect on perceived ease of use. However complexity had a negative effect on perceived ease of use. ③among the innovation characteristics for e-books, suitability had a negative effect on innovation resistance, and complexity was found to have a positive effect on innovation resistance. ④it was found that perceived ease of use of e-Book had a positive effect on perceived usefulness. ⑤perceived ease of use and perceived usefulness of e-Books were found to have a positive effect on acceptance intention. ⑥innovative resistance to e-books was found to have a negative effect on acceptance intention.
1. 서론
2. 이론적 배경
3. 연구가설 및 연구방법
4. 연구결과
5. 결론 및 제언
참고문헌