dc.contributor.advisor | 毛維凌 | zh_TW |
dc.contributor.author (Authors) | 杜業榮 | zh_TW |
dc.creator (作者) | 杜業榮 | zh_TW |
dc.date (日期) | 2004 | en_US |
dc.date.accessioned | 18-Sep-2009 16:04:42 (UTC+8) | - |
dc.date.available | 18-Sep-2009 16:04:42 (UTC+8) | - |
dc.date.issued (上傳時間) | 18-Sep-2009 16:04:42 (UTC+8) | - |
dc.identifier (Other Identifiers) | G0912580181 | en_US |
dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35800 | - |
dc.description (描述) | 碩士 | zh_TW |
dc.description (描述) | 國立政治大學 | zh_TW |
dc.description (描述) | 經濟研究所 | zh_TW |
dc.description (描述) | 91258018 | zh_TW |
dc.description (描述) | 93 | zh_TW |
dc.description.abstract (摘要) | 線上音樂在歐美國家的發展已逐漸進入成熟期,不論廠商家數與市佔率皆顯著成長,而台灣尚在起步階段。本研究擬對此新興市場消費者的接受意願與廠商的最適定價進行研究。以巢式logit模型對線上音樂接受意願分析的結果,發現每月對音樂產品的花費愈高會增加單曲服務的接受意願;屬於只對主打歌有付費意願的消費者,他們比其他消費者更不可能購買線上音樂中的單曲服務;線上音樂服務的種類優勢愈強也會增加付費意願。在線上音樂廠商定價策略上,藉搭售音樂周邊產品維持營收的廠商,才能忍受單曲微薄的利潤;而以銷售線上音樂為主要營收廠商,在發展混合套裝組合策略時,應著重套裝組合策略,藉規模經濟以達到較高的利潤。 | zh_TW |
dc.description.tableofcontents | 第一章 緒論第一節 研究動機第二節 研究背景第二節 研究目的第二章 線上音樂消費者接受意願分析第一節 文獻探討第二節 理論模型第三節 實證分析第三章 線上音樂廠商定價模式分析第一節 文獻探討第二節 定價模型第三節 定價實證分析第四章 結論與建議第一節 結論第二節 建議參考文獻附錄 問卷表目錄 表1.1 具授權機制的線上音樂廠商銷售模式 表1.2 線上音樂廠商經營特性比較 表2.1 下載者付費的動機 表2.2 下載者不願意付費的原因 表2.3 條件式logit模型估計結果 表2.4 條件logit模型Hausman Test 表2.5 巢式logit模型估計結果 表3.1 套裝組合策略的分類圖目錄 圖2.1 資料分析與樣本分割流程 圖2.2 觀念性架構 圖2.3 線上音樂付費意願之巢式logit結構 圖2.4 男性選擇分布 圖2.5 女性選擇分布 圖2.6 每月在音樂產品的花費分布 圖2.7 對傳統CD的付費態度 圖3.1 消費者在兩產品套裝組合模式下的選擇 圖3.2 套裝組合之下的需求曲線 圖3.3 套裝組合之下消費者願付價格的機率分配 圖3.4 個別消費者的願付價格曲線 圖3.5 個別消費者在單純套裝組合下的選擇 圖3.6 w0的實際分配與估計 圖3.7 k的實際分配與估計 圖3.8 利潤極大下的套裝組合策略:無規模報酬(γ= 1) 圖3.9 利潤極大下的套裝組合策略:部分規模報酬(γ= 0.75) 圖3.10 利潤極大下的套裝組合策略:部份規模報酬(γ= 0.5) 圖3.11 利潤極大下的套裝組合策略:完全規模報酬(γ= 0) | zh_TW |
dc.format.extent | 46682 bytes | - |
dc.format.extent | 199732 bytes | - |
dc.format.extent | 97162 bytes | - |
dc.format.extent | 599289 bytes | - |
dc.format.extent | 752036 bytes | - |
dc.format.extent | 681388 bytes | - |
dc.format.extent | 175732 bytes | - |
dc.format.extent | 90686 bytes | - |
dc.format.extent | 95594 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.format.mimetype | application/pdf | - |
dc.format.mimetype | application/pdf | - |
dc.format.mimetype | application/pdf | - |
dc.format.mimetype | application/pdf | - |
dc.format.mimetype | application/pdf | - |
dc.format.mimetype | application/pdf | - |
dc.format.mimetype | application/pdf | - |
dc.format.mimetype | application/pdf | - |
dc.language.iso | en_US | - |
dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0912580181 | en_US |
dc.subject (關鍵詞) | 線上音樂 | zh_TW |
dc.subject (關鍵詞) | 套裝組合訂價 | zh_TW |
dc.subject (關鍵詞) | 巢式logit模型 | zh_TW |
dc.title (題名) | 線上音樂需求與定價模式初探 | zh_TW |
dc.type (資料類型) | thesis | en |
dc.relation.reference (參考文獻) | 中文部分 | zh_TW |
dc.relation.reference (參考文獻) | 方文昌,何瑞章,黃營杉(2001),「網路潛在消費者生活型態與購買意願關係之研究--以線上音樂出版品為例」,《管理研究學報》,1,277-230。 | zh_TW |
dc.relation.reference (參考文獻) | 姚政宏(2000),「數位壓縮音樂檔的使用與滿足--以MP3為例」,私立元智大學資訊工程研究所碩士論文。 | zh_TW |
dc.relation.reference (參考文獻) | 西文部分 | zh_TW |
dc.relation.reference (參考文獻) | Adams, W. J., and J. L. Yellen (1976), "Commodity bundling and the burden of monopoly," Quarterly Jounrnal of Economics, 90, 475-498. | zh_TW |
dc.relation.reference (參考文獻) | Anandalingam, G. and S.Y Wu (2002), "Optimal Customized Bundle Pricing for Information Goods," draft. | zh_TW |
dc.relation.reference (參考文獻) | Armstrong, M. (1996), "Multiproduct Nonlinear Pricing," Econometrica, 64(1), 51-75. | zh_TW |
dc.relation.reference (參考文獻) | Armstrong, M. and J-C Rochet (1999), "Multi-dimensional Screening: A User`s Guide," European Economics Review, 43, 959-979. | zh_TW |
dc.relation.reference (參考文獻) | Bakos, Y. and E. Brynjolfsson.(2000), "Aggregation and Disaggregation of Information Goods: Implications for Bundling, Site Licensing, and Micropayment Systems," in B. Kahin and H. R. Varian (eds), Internet Publishing and Beyond: The Economics of Digital Information and Intellectual Property, Cambridge:MIT press. | zh_TW |
dc.relation.reference (參考文獻) | Brooks, C. H., R Das., E. H. Durfee, S. Fay, J. O. Kephart and J. K. MacKie-Mason (1999), "Automated Strategy Searches in an Electronic Goods Market: Learning and Complex Price Schedules," ACM Electronic Commerce, forthcoming. | zh_TW |
dc.relation.reference (參考文獻) | Chuang, C. I. and M. A. Sirbu (2000), "Network Delivery of Information Goods: Optimal Pricing of Articles and Subscriptions," in B. Kahin and H. R. Varian (eds), Internet Publishing and Beyond: The Economics of Digital Information and Intellectual Property, Cambridge:MIT press. | zh_TW |
dc.relation.reference (參考文獻) | Fishburn, P. C., A. M. Odlyzko and R. C. Siders (2000), "Fixed fee versus unit pricing for informaiton goods: competition, equilibria, and price wars," in B. Kahin and H. R. Varian (eds), Internet Publishing and Beyond: The Economics of Digital Information and Intellectual Property, Cambridge:MIT press. | zh_TW |
dc.relation.reference (參考文獻) | Frenzel T., V. W. Mitchell, G. Walsh and K. P. Wiedmann (2003), "Internet-induced changes in consumer music procurement behavior: a German perspective," Marketing Intelligence and Planning, 21(5), 305-317. | zh_TW |
dc.relation.reference (參考文獻) | Ghosemajumder, S. (2002), "Advanced Peer-Based Technology Business Models: A new economic framework for the digital distribution of music, film, and other intellectual property works," draft. | zh_TW |
dc.relation.reference (參考文獻) | Greene, W. H. (2000), Econometric Analysis, Upper Saddle River, New Jeresy: Prentice-Hall Inc. Press. | zh_TW |
dc.relation.reference (參考文獻) | Guiltinan, J. P. (1987), "The Price Bundling of Services: A Normative Framework," Journal of Marketing, 51(April), 74-85. | zh_TW |
dc.relation.reference (參考文獻) | Hanson, W. and R. K. Martin (1998), "Optimal bundle pricing," Management Science, 36(2), 155-174. | zh_TW |
dc.relation.reference (參考文獻) | Heiss, F. (2002), "Specification(s) of Nested Logit Models." | zh_TW |
dc.relation.reference (參考文獻) | Hitt, L. M. and P.Y. Chen. (2003), "Bundling with Customer Self-Selection: A Simple Approach to Bundling Low Marginal Costs Goods," draft. | zh_TW |
dc.relation.reference (參考文獻) | MacQuarrie, B. and K. Zhu (2003), "Economics of Digital Bundling: The Impacts of Digitization and Bundling On the Music Industry," Communications of the ACM, 46(9), 264-270. | zh_TW |
dc.relation.reference (參考文獻) | Maddala, G. S. (1983), Limited-Dependent and Qualitative Variables in Economics}, London: Cambridge University Press. | zh_TW |
dc.relation.reference (參考文獻) | McAfee, R. P. and J. McMillan (1988), "Multidimensional Incentive Compatibility and Mechanism Design," Journal of Economic Theory, 46: 335-354. | zh_TW |
dc.relation.reference (參考文獻) | McFadden, D. (1974), "Conditional Logit Analysis of Qualitative Choice Behavior," in P. Zarembka (eds), Frontiers in Econometrics, London: Academic press, 105-142. | zh_TW |
dc.relation.reference (參考文獻) | Monroe, K. B. and M. S. Yadav (1993), "How Buyers Perceive Savings in a Bundle Price: An Examination of a Bundle`s Transaction Value," Journal of Marketing Research, 30 (August), 350-358. | zh_TW |
dc.relation.reference (參考文獻) | Salinger, M. A. (1995), "A Graphical Analysis of Bundling," Journal of Business, 68(1), 85-98. | zh_TW |
dc.relation.reference (參考文獻) | Sibley, D. S. and P. Srinagesh (1997), "Multiproduct nonlinear pricing with multiple taste characteristics," Rand Journal of Economics, 28(4), 684-707. | zh_TW |
dc.relation.reference (參考文獻) | Spence, M. (1980), "Multi-Product Quantity-Dependent Prices and Profitability Constraints," Review of Economic Studies,821-841. | zh_TW |
dc.relation.reference (參考文獻) | Stigler, G. J. (1963), "United States v. Loew`s Inc.: A note on block booking," Supreme Court Review, 152-157. | zh_TW |
dc.relation.reference (參考文獻) | Tellis, G. J. and S. Stremersch (2002), "Strategic Bundling of Products and Prices: A New Synthesis for Marketing," Jouranl of Marketing, 66, 55-72. | zh_TW |
dc.relation.reference (參考文獻) | Telser, L. G. (1979), "A Theory of Monopoly of Complementary Goods," Journal of Business, 52(2), 211-230. | zh_TW |
dc.relation.reference (參考文獻) | Winston, A. B., D. O. Stahl and S. -Y Choi (1997), The Economics of Electronic Commerce, Indianapolis: Macmillan Technical press. | zh_TW |
dc.relation.reference (參考文獻) | Wilson, R. B. (1993), Nonlinear Pricing, Oxford University press. | zh_TW |