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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35800


    Title: 線上音樂需求與定價模式初探
    Authors: 杜業榮
    Contributors: 毛維凌
    杜業榮
    Keywords: 線上音樂
    套裝組合訂價
    巢式logit模型
    Date: 2004
    Issue Date: 2009-09-18 16:04:42 (UTC+8)
    Abstract: 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。
    Reference: 中文部分
    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。
    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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    Description: 碩士
    國立政治大學
    經濟研究所
    91258018
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0912580181
    Data Type: thesis
    Appears in Collections:[Department of Economics] Theses

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