A marketing research of new digital readers and iPad in comprehensive aspect

摘要

Since this Spring 2010, Apple promoted its first iPad, which integrated the function of eBook and NB. Within few months, the iPad has already create a new “fever” in the 3C western market, and oriental market will be followed up. Meanwhile, the Amazon Company has been announced a new Kindle (eBook) to compete with web newspaper since a couple years ago. In Aug. 2009, Sony has been developed a new digital reader (eBook PRS-500) and new version Reader Daily Edition will be launched soon. In fact, more and more electronic tycoons would focus this market, especially in Taiwan and oriental countries. Could such new electronic devices possible save western or Taiwan media and publishers alive? Create multi-billion dollars business in the year of 2013 hopefully? or simply another shining device in this market hopefully, or creating OEM working opportunities? Consequently, after iPad has challenged all the traditional devices, people may wonder which “Digital Reader” may survive in the near future? Kindle, PRS-500, iPad, or whatever? In our research, we collect more than 300 cases from the telephone survey during Mar., 2010 to May 2010. A total of 212 cases comply with the conditions. To probe mainly into the relationship between eBook confidence level and four different groups: IT industries, Stock investors, Publishers, and Consumers in Taiwan. The profiles of contingency table were used to explore the relationship between eBooks'' confidence level and different peoples, and special model were used to confirm the relationship of each other. The result is an effective method that may help to improve management qualities and push media management forward.