資訊科技的進步讓人們的生活發生巨大的變化，而電子書相關技術的出現以及該技術的快速進展，不僅衝擊傳統的出版生態，也將提供人們另一種全新的閱讀方式。因此，深入瞭解有哪些因素會影響消費者選擇電子書的行為意向，對電子書產業而言便成為一個極具挑戰的課題。本文首先以結構方程模型來探討影響消費者使用電子書的因素及因素間的關係，分析的結果顯示移轉障礙、使用態度會正向影響消費者使用電子書的行為意向，知覺有用與知覺易用等兩個構面則會藉由使用態度間接正向影響行為意向。其次，本研究根據使用態度與移轉障礙針對不同情境建構影響行為意向的劇變模型，除進行模型的參數校估外，並藉由模型質性分析探討移轉障礙對行為意向的非線性影響。最後，根據劇變模型的特徵提出行銷策略的建議。

With rapid development of computer technology, many aspects of human life are being transformed into digital forms, including the reading environment. The internet represents a growing and huge market. The development of e-commerce is an efficient business model which enables new relationship between consumers and suppliers. In particular, the ebook market in Taiwan is obviously becoming a noticeable market. However, as the market grows and matures, to explore what features of ebooks affect their reading attitude becomes one of the challenges for publishing circles. In the past, most of the literature on e-book issues focused on the application of education and business model. Recently, due to the advent of Internet-based retailing within the past decade, attention is shifting to the issue of the behavior intention in e-books. To better understand the crucial factors of behavior intention in e-books, this study is intended to investigate how the switching barrier, perceived usefulness, perceived ease of use and attitude affect of behavior intention of e-reading in e-book market. From the survey, we can explore what kind of factors can influence e-book choice behavior intention via structural equation model. Secondly, the catastrophe model was used to analyze the linkages between different factors on e-book behavior intention. The results obtained in this study can be used to improve the e-book marketing strategy for publishing circles and development more effective management strategies.