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| 研究生： |
杜業榮 |
|---|---|
| 論文名稱： |
線上音樂需求與定價模式初探 |
| 指導教授： | 毛維凌 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
社會科學學院 - 經濟學系 Department of Economics |
| 論文出版年： | 2005 |
| 畢業學年度： | 93 |
| 語文別： | 中文 |
| 中文關鍵詞： | 線上音樂 、套裝組合訂價 、巢式logit模型 |
| 相關次數： | 點閱：176 下載：102 |
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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。
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)
中文部分
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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。
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