數位閱讀浪潮之探究---以iPad為例

Abstract

iPad自2010年推出以來，佳績不斷，成為史上銷售最快的電子產品，蘋果公司又於2011年乘勝推出iPad2，再次贏得全球矚目，消費者不但是引頸期盼，iPad所到之處更是門庭若市、大排長龍，這不但成為電子產品銷售奇蹟，更為人類閱讀歷史帶來了革命性的改變，為現代人的數位閱讀生活掀起浪潮，iPad影響之大，由此可見一斑。本研究聚焦於iPad進行深入研究，嘗試找到iPad之於此波數位閱讀浪潮，之所以能脫穎而出之原因，以及iPad之於此波數位閱讀浪潮，其所扮演的角色為何？iPad之於數位閱讀浪潮，未來發展趨勢為何？\n本研究採用質化研究法，包括文獻分析法、線上資料整理法，以及深度訪談法，研究整理之後，得到以下結論：\niPad之所以能掀起數位閱讀浪潮，究其原因，可分內在與外在因素來看：\n一、內在因素：iPad能提供使用者難忘的經驗，以體驗經濟理論來看，這的確符合了Pine & Gilmore的理論：體驗就是創造難忘的經驗，成為消費者美好的回憶，讓其體會到娛樂性、教育性、逃避現實以及一種美學的感受。 \n二、外在因素：長久以來電子書閱讀器或平板電腦市場已經累積了許多失敗的教訓，這些都成為iPad推出前可供參考的重要資訊，最後是環境的成熟，網際網路的普及、資訊環境的便利、雲端技術的進步等等，正像Malcolm Gladwell所觀察到的，許多變化來得又快又急，就在於觀念、行為、訊息及產品等，像傳染病一般突然間發作蔓延，一旦達到「引爆點」，就會忽然間將時代潮流一口氣往前邁進。\n以上內外因素使得iPad具備了天時地利人和的關鍵因素，因此，當iPad一出，立刻造成全球搶購風潮，進而帶來數位閱讀之新氣象。\n本研究發現如下：\n一、iPad擴大了閱讀的族群，發揮其引導功能\n過去不看書，或是過去不碰電子書的人，很可能因為對iPad的好奇，而開始接觸數位閱讀，可以說，iPad擴大了閱讀的人口，許多人隨時隨地瀏覽新聞、雜誌、網頁、書籍，無形之中鼓勵了閱讀風氣，增加了讀書的人口。\n二、iPad豐富了閱讀內容：影音加文字、動態與互動\niPad使得閱讀這件事變得廣義而豐富，閱讀不再限於靜態的、文字的、黑白的，而是彩色的、動態的影音內容，甚至有互動的設計，使得閱讀內容多彩多姿。\n三、iPad串起了閱讀行為，完成數位閱讀新載體架構\niPad能夠在體積小、行動力強的手機與功能強大的電腦之間，串起讀者的閱讀行為，提供所謂的無縫式閱讀，這都歸因於iPad能提供隨時隨地、隨開隨用的閱讀優勢，讓讀者可以在不同情境下取用資訊，串起現代人的數位閱讀行為，完成了數位閱讀的新載體架構。\niPad使得繁忙的現代人得以運用更簡便、更有效率的方式管理個人的閱讀生活。以數位閱讀的角度來看，iPad可以刺激學習者的動機，提高閱讀者的興趣，單一紙本閱讀的時代已經過去了，現在的人們可以用iPad體驗更豐富更精采的閱讀生活。\n本研究建議如下：\n一、iPad對閱讀的影響：iPad之於數位閱讀，由於其畫面亮麗、功能豐富，使用者可能會傾向於淺層理解、容易分心，收收E-mail、玩一下遊戲、看一段新聞等，閱讀可能會淪為片段式的所謂的「輕閱讀」，若要深入做學術研究，或是專題報告等，效果如何，不得而知。總之，iPad的確引起了使用者的閱讀興趣，但效果究竟如何，值得後續觀察。\n二、iPad對人際關係的影響：iPad之問世，許多人愛不釋手，尤其是App Store，天天都有新玩意兒，人與機器互動的時間增加許多，如此以往，會不會造成人與人之間的疏離感，而且iPad2還有Facetime功能，人對機器講話的機會也增加了，這會不會使人與人相處的臨場感逐漸消失，至終引起社會問題，值得注意。

iPad, since its launch in 2010, becomes the fastest-selling electronic product in history. Followed by iPad2 in 2011, iPad once again won the global attentions.\nWherever iPad goes, numerous consumers wait in long lines. Sales of this electronic product, not only become a miracle, but also brought a revolutionary change into the reading history of mankind.\nThe influence of iPad, is evident. This thesis focused on iPad, trying to find the reason why iPad is so outstanding among all the e-readers? What role is iPad palying in the wave of digital reading? And how iPad will lead the trends in the future of digital reading life of modern people?\nThis study used qualitative research methods, including document analysis, online data compilation method, and depth interviews The important research results are as follows:\nWhy iPad is able to set off a wave of digital reading? The answer can be divided into internal and external factors:\n(A) Internal factors: iPad offers users a memorable experience. From the experience economic theory point of view, it is indeed in line with the Pine & Gilmore’s theory: to create a memorable experience is the key to satisfy consumers. Let consumers feel entertainment, education, escapism, and an aesthetic experience.\n(B) external factors: For a long time, e-book readers or tablet PC have ended in failures. All these failures become important informations for iPad’s design. Meanwhile, the maturity of the environment, including the popularity of the Internet, information environment to facilitate the clouds and technological progress, etc., just like Malcolm Gladwell observed that, many changes came too fast and urgent, such as concept, behavior, messages and products. all of a sudden, everything reach the “tipping point”, and it will suddenly move forward the trend of the times in one breath.\nWith internal and external factors, iPad causes a global phenomenon, brings the new digital reading era.\nWhat iPad brought into the reading history of mankind?:\n(A) iPad expanded reading population\nPeople who do not read books in the past, or people do not touch e-books before, probably because of the curiosity about iPad, they will start to read books with iPad.In another word, iPad has expanded reading population. More and more people start to read news, magazines, books with iPad, because it is so convenient.\n(B) iPad enriches the reading content: including audio, video and interactive design\niPad makes reading broad and rich. Reading is no longer limited to static, text, black and white, but colorful, filled with video and even interactive. iPad enriches the content-of reading.\n(C) iPad brought the completion of digital reading behavior of modern people\niPad, between the small, mobile cellphones and strong and powerful computers, plays the key role of the readers’ reading behavior, providing the so-called seamless reading, which offer the iPad users to read anytime, anywhere, so that the readers can access informations in different situations. iPad brought the completion of digital reading behavior of people.\niPad offers modern people to build a efficient management of individual reading life. iPad can stimulate the readers’ motivation, improve their interest. With iPad, people can experience richer and more exciting reading life.\nThe recommendations are as follows:\n(A) iPad and Reading: iPad, because of its bright screen, feature-rich, the users might be inclined to shallow understanding. They are easily distracted by collecting E-mail, playing games, and watching a piece of news. This kind of reading become so-called “light reading”. If people want to do further academic research or special reports, iPad is useful or not still remain unknown. It is worth follow-up observation.\n(B) iPad and interpersonal relationships: iPad is so amazing that many people enjoy using the device, especially the App new stuffs coming up every day. In the future, iPad will cause alienation between people or even cause social problems, we still need to observe it.