台灣電子書商業模式的困境與機會：成本版權定價策略、與閱讀認知下的廣告情境

Abstract

近幾年國外的電子書市場，隨著Kindle、iPod與各種智慧型手機、平板電腦載具的快速發展，加上Amazon、Apple iBook與Google eBook store的交易平台，出現各種可能的電子書商業型式，各家出版社與數位平台不斷推出新服務以獲取可能的利潤。雖然台灣開始有電信業的整合平台，也有出版社嘗試發行電子書，同時成立了「台灣數位出版聯盟」，但目前台灣電子書市場仍處在初期發展階段，大家對未來可能的商業模式仍有很多疑問，國外成功的例子是否可以在台灣複製？因此，本研究將透過訪談與問卷，調查電子書的供給面，了解作者、發行出版社與數位平台間，在考量不同製作與行銷成本後，如何分配彼此合理的版權利潤，讓每位參與者有機會獲得比傳統出版更高的獲利，形成可能的合作誘因。此外，本研究也將討論消費者需求，從實際觀察使用者的互動情境經驗，以及測量心跳、皮膚導電與臉部EMG活動等生理數據，對不同電子書介面、內容與廣告形式的接受度，了解電子書閱讀涉入廣告的可能與影響。

As the development of the ebook new devices, such as Kindle, iPod, smart phones and tablet notebook, and the new aggregators, such as Amazon, Apple iBook and Google ebook store, there are business models for the publishing industry to begin making profits. In Taiwan, although there is the telecommunication aggregator, some ebooks published and even the Taiwan Digital Publishing Forum established, the Taiwan’s ebook market is still in the early stage. People question the future profit opportunity and the oversea business model applied to Taiwan. From the supply perspective, this study will apply the methodologies of the interview and survey to understand the cost and profit structures among the authors, the publishing and the aggregators to elicit their mutual cooperation. In addition, from the demand perspective, this study will also observe the readers’ interactive experiences with the ebooks and measure the psychophysiological index, such as heart rate, skin conductance level, facial EMG, to analyze the possibility of advertising in the reading context.