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Journal paper
篇名(中)網際網路使用者對內容服務之付費意願
篇名(英)Internet User's Willingness to Pay for the Content Providers
論文屬性研究論文
作者姓名(中)陳菁瑤;黃璀娟
作者姓名(英)Jing-Yau Chen; Tsui-Chuan Huang
頁碼071-111
Abstract隨著網路規模的擴大,網際網路在使用上,一方面由於資訊內容的擴充呈現正的網路外部性,一方面亦因無用資訊過多與壅塞問題而呈現負的外部性。在網路使用者欲利用網際網路搜尋特定資訊以滿足對資訊時效性之需求下,基於過濾雜訊與網路壅塞所隱含的時間成本,成爲其對內容服務有所需要的原因。本文即就自行搜尋資訊要耗費時間,但經由內容服務則要付費,討論網路使用者對內容服務的願付價格。同時,利用網際網路實施問卷調査所得到的資料顯示,個別網路使用者利用付費內容服務以取得特定資訊的意願尚不高,但對於願意付費以避免塞車與爭取時效者則有比例僧加之趨勢。此外,實證分析結果亦可強調,固網使用者與利用內容服務頻率高者,其即時取得資訊之願付價格傾向較高。
摘要(英)Internet presents its nature of both positive and negative net¬work externalities, which can be interpreted as the increasing capacity of information and the problems of junk mail and con¬gestion at the same time when the network size is enlarged. The individual user how to satisfy his demand for the timing of a spe¬cific information through the Internet, becomes the main reason for the demand of content services. This study explores an Inter¬net user's willingness to pay for achieving a piece of specific information through the charging content services instead of searching by user himself. By using the Internet survey data, this study examines the theoretical inference with the empirical evi¬dence, which shows that the willingness to pay of the user to achieve a specific information through the content provider is still low during the period of the survey exhibition, but the will¬ingness to pay is likely to increase for the user in order to catch the timing.
Keyword網際網路;網路外部性;內容服務;資訊價值;願付價格
關鍵字(英)Internet;network externalities; content services; information value; willingness to pay
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