본 연구는 수용자들의 전자책 이용활성화를 위한 이용행태 조사연구이다. 이를 위해서 전자책 이용경험이 있는 수용자들 대상으로 설문조사를 하였다. 수용자 의견조사는 인구통계학적 변인, 전자책 이용정도, 전자책 구입비용, 전자책 이용동기, 전자책 콘텐츠 만족도, 전자책 활성화를 위한 개선사항 등을 조사하였다. 연구결과를 정리하면, 첫 번째로 5개의 전자책 이용동기 중에서 습관/대화 이용동기, 이용 용이성 이용동기, 정보/지식 이용동기, 재미/휴식 이용동기 순으로 전자책 이용에 긍정적 영향을 미치며, 전자책 구입비용에는 이용 용이성 동기만이 긍정적인 영향을 주는 것으로 나타났다. 두 번째로 7개의 전자콘텐츠 만족도 중에서 문학관련 도서와 문학 이외의 교양도서만이 전자책 이용정도에 긍정적인 영향을 미치는 것으로 나타났으며, 전자책 구입비용에 실용도서 만족도만이 긍정적인 영향을 미치는 것으로 나타났다. 세 번째로 7개의 전자책 활성화 방안 중에서 전자책 인식 개선, 콘텐츠의 수준 향상 순으로 전자책 이용에 긍정적인 영향을 미치는 것으로 나타났으며, 전자책 구입에는 요금인하와 콘텐츠 다양화만이 긍정적인 영향을 미치는 것으로 나타났다.

This research is a study on the usage behavior for electronic book activation. Did survey research to audiences with usage experience of electronic book. Self-report of audience investigated population statistical variables, electronic book usage’ frequency, purchase charge of electronic book, utilization motivation of electronic book, contents satisfaction of electronic book improvement for electronic book activation examined. Conclusions of the study are as follows: First, among 5 electronic book' motives of use affected electronic book' usage that motive of use' habit/conversation, motive of use' utilization, motive of use' information/knowledge, motive of use' amusement/rest is following. Only motive of use' utilization was expose that cause effect that is positive to electronic book purchase expense. Second, Only a literature connection book and a cultural book except literature among contents gratifications of 7 Electronic book affected positive electronic book' usage degree. Only gratification affected positive electronic book purchase expense at practical book usage degree. Third, Among 7 activation ways of electronic book, electronic book awareness improvement and level elevation of contents affected positive electronic book usage. Only reduction of the charge of electronic book and contents diversification affected.

This research is a study on the usage behavior for electronic book activation. Did survey research to audiences with usage experience of electronic book. Self-report of audience investigated population statistical variables, electronic book usage’ frequency, purchase charge of electronic book, utilization motivation of electronic book, contents satisfaction of electronic book improvement for electronic book activation examined. Conclusions of the study are as follows: First, among 5 electronic book' motives of use affected electronic book' usage that motive of use' habit/conversation, motive of use' utilization, motive of use' information/knowledge, motive of use' amusement/rest is following. Only motive of use' utilization was expose that cause effect that is positive to electronic book purchase expense. Second, Only a literature connection book and a cultural book except literature among contents gratifications of 7 Electronic book affected positive electronic book' usage degree. Only gratification affected positive electronic book purchase expense at practical book usage degree. Third, Among 7 activation ways of electronic book, electronic book awareness improvement and level elevation of contents affected positive electronic book usage. Only reduction of the charge of electronic book and contents diversification affected.

motive of use, e-book, audience opinion, activation