:::

詳目顯示

回上一頁
題名:有線電視「分級付費制度」可行性之研究
作者:張美玲 引用關係
校院名稱:國立臺北大學
系所名稱:企業管理學系
指導教授:郭崑謨
古永嘉
學位類別:博士
出版日期:2002
主題關鍵詞:分級付費制度付費頻道計次付費頻道羅吉特迴歸分析法技術效率資料包絡分析法tiering systempay-channelpay-per-viewlogit modeltechnical efficiencydata envelopment analysis
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:47
論文題目:有線電視「分級付費制度」可行性之研究
頁數:94
系所組別:企業管理學系博士班 (學號:88679010)
研究生:張美玲 指導教授:郭崑謨博士
古永嘉博士
提要內容:
1993年政府公佈「有線電視法」以來,台灣有線電視系統廠商家數逐年增加,然自1997年以後,廠商家數卻呈現遞減,至2000年,全省51廣播經營區只剩19區尚存兩家廠商經營,市場呈現獨占或寡占局面,收視費用也跟著顯著上漲,統一收費或整批定價方式亦遭受質疑。在台灣,有線電視系統的普及率高達七成以上,收看有線電視已經成為消費者重要的休閒活動或收集各種資訊的管道,然而有線電視服務內容品質卻不高。由於有線電視產業的上下游結構不健全,導致上下游業者的互信基礎不足,造成交易性摩擦頻生,頻道節目無法正常播出,嚴重影響消費大眾的權益。為解決上述產業問題,多數學者與主管官員乃企圖引進「分級付費制度」。惟為確保「分級付費制度」的可行性,必須同時了解市場供需雙方的特性與偏好。在需求面,必須了解消費者的基本特性、收視行為、對分級付費制度的認知、偏好與/或意願。在市場供給面,就費率管制情況下,即使收視費或業者總收入不變下,若業者的總成本能下降,則利潤亦可提昇,然總成本能否下降則取決於系統經營者提供其服務時的經營效率,因此,系統經營者經營效率的評估與其影響因素的探討亦有其重要性。
在市場需求方面,本文首先依據有線電視產業特性,參考既有理論文獻的作法,建立包含有線電視收視行為的消費決策理論模型;其次,透過數學操作導出消費者對「分級付費制度」接受意願的因果關係式;然後,利用全國性抽樣訪查資料,應用二項式羅吉特迴歸分析法進行實證研究。實證結果顯示,在消費者對「分級付費制度」接受意願方面,由於有線電視已經成為民眾普遍休閒活動,所以性別差異對「分級付費制度」的接受意願沒有顯著影響;由於不需要負擔家中經濟,年紀較輕的消費者較不在乎有線電視收費高低,因此傾向現有收費方式;由於不易了解「分級付費制度」的複雜收費方式內容,教育程度較低的消費者比較不願意接受「分級付費制度」;有所得收入的消費者對「分級付費制度」接受意願較低;而居住地區、家庭平均月收入高低以及同住人數多寡等變數對「分級付費制度」接受意願並沒有顯著的影響;就消費行為而言,每日平均收視時數較高及收看頻道數目較多的消費者對「分級付費制度」的接受意願較低;每月收視費用越高的消費者,越期待實施「分級付費制度」,以減輕每月收視費用的負擔;其他影視活動(包括報紙、雜誌、電視及錄影帶)並無法替代有線電視服務。消費者對「付費頻道」之接受意願方面,女性消費者對「付費頻道」反應意願較男性消費者低;年齡層越高的消費者對「付費頻道」接受意願也較低;教育程度與家庭平均月收入越高的消費者越能接受「付費頻道」,顯示「付費頻道」服務是屬於正常財貨;而工作職務的內容差異、居住地區是鄉村或都市,以及家庭規模大小皆不影響「付費頻道」接受意願;就消費行為而言,每日平均收視時數越多的消費者,對「付費頻道」接受意願較低;此外,能夠接受「分級付費制度」之消費者也較能接受「付費頻道」。在消費者對「計次付費頻道」之接受意願方面,年齡、教育程度與家庭平均月收入越高的消費者越能夠接受「計次付費頻道」的意願;每日平均收視時數越多的消費者對「計次付費頻道」接受意願較低;能夠接受「分級付費制度」之消費者對「計次付費頻道」接受意願也較高。
在市場供給方面,透過資料包絡分析法對系統業者經營效率的評估,本文發現,只有兩家(占6.9%)達到相對具有經營效率,其餘27家的系統業者不具經營效率;有20家系統業者處於規模報酬遞增階段,顯示多數有線電視系統業者若能增加其服務的提供,也就能改善其經營效率。進一步應用Tobit截斷迴歸方法探討造成系統業者技術效率差異之因素,其結果顯示,系統業者的經營規模越大,則其經營效率會越高;由於市場競爭越激烈,座落於都市區域的業者的經營效率也越佳;客戶大小與是否自製頻道並不影響經營效率;而系統業者雖進行垂直整合的投資策略,但可能因上游節目製作或下游廣告促銷活動不甚理想,導致經營效率下降。
關鍵詞: 分級付費制度、付費頻道、計次付費頻道、羅吉特迴歸分析法、技術效率、資料包絡分析法。
ABSTRACT
Since the Cable Television Act was announced in 1993, the number of cable operators had been increasing year by year. However, the increasing trend had been slowing down since 1997. In 2000, only 19 of 51 broadcast operation districts in Taiwan had two cable operators. Other districts have become monopolistic or oligopolistic. The monthly fees have been significantly increasing. As a result, bundling pricing has been challenged. The market penetration ratio of cable TV is over 70% in Taiwan. Watching cable TV has been a major leisure activity and source of collecting information. However, the quality of cable program is not good. The structure of cable industry is not stable enough. The trust relationship between channel suppliers and cable operators is not so strong that the conflicts between them occurs frequently. The program can’t be broadcasted regularly and the welfare of viewers has been damaged tremendously. Therefore, the tiering system has been suggested by most scholars and officers to solve the above problem. In order to promote the feasibility of the tiering system, we have to study the characteristics of demand and supply sides.
On the demand side, this study first attempt to build a theoretical model of cable TV viewers’ behavior dependent upon their characteristics. Secondly, the logit model of cable TV viewers’ willingness to accept the tiering system will be derived through mathematical manipulation of the above theoretical model. Thirdly, based on the above derived result, the empirical models of cable TV viewers’ willingness to accept the tiering system, pay channel and pay-per-view channel can be established.
Based on the 2000 survey data of cable industry in Taiwan, the model of cable TV viewers’ willingness to accept the tiering system is estimated. The empirical results show that age, education as well as monthly fee have significantly positive, and income-earning capability, daily watching hours as well as the number of channels viewed have significantly negative impacts on cable TV viewers’ willingness to accept the tiering system. Then, the empirical results of the model of cable TV viewers’ willingness to accept pay-channel show that female viewers are less willing to accept pay-channels; age as well as daily watching hours have significantly negative, and education, income-earning capability, average monthly income as well as willingness to accept the tiering system have significantly positive impacts on cable TV viewers’ willingness to accept pay-channels. Thereafter, the empirical results of the model of cable TV viewers’ willingness to accept pay-per-view channels show that income-earning capability as well as daily watching hours have significantly negative, and age, education, average monthly income as well as willingness to accept the tiering system have significantly positive impacts on cable TV viewers’ willingness to accept pay-per-view channels.
On the supply side, this study first uses DEA to assess technical efficiency of cable system operators, and then applies the Tobit censored regression technique to examine the relationship between technical efficiency and firm-specific characteristics. The empirical results show that there exists an ample space for most cable system operators to improve the usage of their resources. Cable system operator’s size has a positive impact on its technical efficiency. Cable system operators located in urban area are more efficient than those located in other area. The quality of cable service and the vertical integration with channel distributors have negative impacts on technical efficiency.
Keywords: tiering system, pay-channel, pay-per-view, logit model, technical efficiency, data envelopment analysis.
參考文獻
1. 丁秀吟(1997),土地價格對土地使用分區管制決策影響之研究,國立政治大學地政研究所碩士論文。
2. 王國樑(1996),我國有線電視收費標準與計算公式之研究,行政院新聞局委託計畫。
3. 王國樑、翁志強、張美玲(1998),「台灣綜合證券商技術效率探討」,證券市場發展季刊,第十卷第二期,頁93-114。new window
4. 古永嘉、吳世勛(1995),「以DEA模式評估我國商業銀行之經營效率」,管理與系統,第二卷第二期,頁145-165。new window
5. 行政院新聞局(1997),廣播電視白皮書。
6. ---(2000),廣播電視白皮書。
7. 左克瑀(1996),大台北地區有線電視成年收視戶的使用行為及生活型態調查,銘傳管理學院大眾傳播系碩士論文。
8. 左宛玉(1999),市場競爭與媒介表現之相關性研究---以有線電視消費者滿意度為例,國立交通大學傳播研究所碩士論文。
9. 李信佩(1997),家戶組成對住宅租購選擇影響之研究---以台北市為例,國立政治大學地政研究所碩士論文。
10. 邱怡璋(1994),電動機車之潛在需求與敘述性偏好模糊修正模式之研究,國立交通大學交通運輸研究所碩士論文。
11. 林宜蘋(1997),台北地區大學生觀看有線電視電影頻道的行為與動機之研究,銘傳管理學院大眾傳播系碩士論文。
12. 林建志(2001),有線電視系統業者因應頻道分級之決策探討,大葉大學工業關係研究所碩士論文。
13. 林書安(1987),以購買行為進行模擬預測之研究---塑膠射出成型機品牌選擇實證分析,國立成功大學工業管理研究所碩士論文。
14. 胡玉純(1997),我國有線電視實施頻道分級收費制度之研究,世新大學傳播研究所碩士論文。
15. 洪淑禎(1992),觀光遊憩需求強度之研究---階層邏輯特模式之應用,國立成功大學都市計畫研究所碩士論文。
16. 陳芬煐(1997),應用邏輯特迴歸模式分析壽險購買行為,國立政治大學風險管理與保險所碩士論文。
17. 陳福建(1997),高速鐵路車站轉乘設施規劃之研究---以桃園青輔站為例,國立中央大學土木工程研究所碩士論文。
18. 曹勝雄、曾國雄、張德儀(1997),「旅行業組織購買選擇行為之研究---羅吉特模式之應用」,管理與系統,第四卷第二期,頁127-146。new window
19. 郭子齊(2000),都市土地使用型態對消費性旅次運具選擇行為之影響,國立成功大學都市計畫研究所碩士論文。
20. 莊春發(1998),有線電視分級付費可行性分析,中華民國有線電視發展協進會。
21. 黃旭男(1999),「二階段資料包絡分析法在績效評估上之應用:以台灣地區環保機構組織績效之評估為例」,管理與系統,第六卷第一期,頁111-130。new window
22. 黃旭男、林進財、張元哲(1997),「郵政總局分支機構經營效率及效率變動之評估」,交通大學管理學報,第十七卷第二期,頁125-144。new window
23. 黃議萬(1991),國際快遞需求行為之研究,國立交通大學運輸研究所碩士論文。
24. 游進忠(1996),台北市民眾收看有線電視新聞之動機與滿足研究,國立政治大學新聞研究所碩士論文。
25. 馬裕豐(1994),「銀行分支單位經營績效衡量模式之建構---資料包絡分析模式(DEA)的應用」,企銀季刊,第十八卷第一期,頁102-121;第二期,頁13-24。
26. 葉桂珍、陳昱志(1995),「銀行經營績效分析---資料包絡分析法(DEA)與財務比率法之比較」,企銀季刊,第十九卷第二期,頁30-39。
27. 張靜貞、謝宗權(1995),「台灣地區農會信用部經營效率分析---資料包絡分析法之應用」,台灣經濟學會年會論文集,第411-439頁。
28. 楊勝評(1997),製造業廠商區位調整行為模式之研究---台灣資訊電子業區位行為分析,國立台灣大學建築與城鄉研究所博士論文。
29. 樓永堅(1985),彩色電視機購買行為之研究,國立成功大學工業管理研究所碩士論文。
30. 蓋洛普(2000),北區、中區、南區有線電視業者服務品質及收視滿意度調查,行政院新聞局委託研究報告。
31. 劉幼琍(1994),有線電視經營管理與頻道規劃策略,正中書局。new window
32. ---(1997),多頻道電視與觀眾:九0年代的電視媒體與閱聽人收視行為之研究,台北:時英出版社。
33. 劉幼琍、王國樑、陳清河(2001),有線電視分級付費之策略分析,台灣有線視訊寬頻網路發展協進會。new window
34. 劉育碩(1998),銀行經營效率與組織結構:資料包絡分析法之應用,國立臺灣大學經濟研究所碩士論文。
35. 戴育祥(2000),台商對外直接投資的區位選擇分析---Conditional Logit Model的應用,國立政治大學財政研究所碩士論文。
36. 鍾起惠(1995),多頻道環境觀眾收視行為之研究:以有線電視新店經營區為例,國立政治大學新聞研究所博士論文。
37. 羅容恆、吳桂華(1995),「銀行經營效率之比較與改進研究」,臺灣銀行季刊,第四十六卷第一期,頁93-122。new window
38. 蘇界賓(1994),大台北地區有線電視消費行為初探,國立交通大學管理科學研究所碩士論文。
39. 顧志遠(1999),「高等教育單位之生產力評估與資源分配模式研究」,管理與系統,第六卷第三期,頁347-364。new window
40. Aigner, D.J., CAK, Lovell and P. Schmidt (1977), “Formulation and Estimation of Stochastic Frontier Production Function Models,” Journal of Econometrics, 6, 21-37.
41. Banker, R.D., Charnes, A. and W.W. Cooper (1984), “Some Models for Estimating Technical and Scale Inefficiencies in Data Envelop Analysis,” Management Science, 30, 1078-1092.
42. Berg, S.A., F.R. Forsund and E.S. Jansen(1991), “Technical Efficiency of N orweigian Banks: the Non-Parametric Approach to Efficiency Measurement,” Journal of Productivity Analysis,2, 127-142.
43. Besanko, D., D. Dranove, and M. Shanley(1996), The Economics of Strategy, New York:John Wiley and Sons Inc.
44. Cavalluzzo, L. and D. Baldwin(1993), “Unionization and Productive Efficiency” in The Measurement of Productive Efficiency:Techniques and Applications, edited by H.O. Fried, C.A.K. Lovell and S. S. Schmidt , New York:Oxford University Press, 210-220.
45. Charnes, A., Cooper , W.W. and E. Rhodes (1978), “Measuring the Efficiency of Decision Making Units,” European Journal of Operational Research, 2, 429-444.
46. Cheng, T.W., K. L. Wang and C. C. Weng(2000), “A Study of Technical Efficiencies of CPA Firms in Taiwan,” Review of Pacific Basin Financial Markets and Policies, 3(1), 27-44.
47. Crandall, R. W. and H. Furchtgott-Roth(1996), Cable TV: Regulation or Competition? Washington D.C.: The Brookings Institution.
48. Eakin, B. K.(1993), “Do Physicians Minimize Cost?” in The Measurement of Productive Efficiency:Techniques and Applications, edited by H.O. Fried, C.A.K. Lovell and S. S. Schmidt , New York:Oxford University Press, 221-236.
49. Farrell, M. J. (1957), “The Measurement of Productivity Efficiency,” Journal of Royal Statistics Social Series A, 120, 253-281.
50. Ford, George S. and John D. Jackson(1997), “Horizontal Concentration and Vertical Intergration in the Cable Television industry,” Review of Industrial Organization, Netherlands: Kluwer Academic Publishers, 12:501-518.
51. Fukuyama, H. (1993), “Technical and Scale Efficiency of Japanese Commercial Banks: A Non-Parametric Approach,” Applied Economics, 25, 1101-1112.
52. Gensch, D. H. and W.W. Recker(1979), “The Multinomial Multiattribute Logit Choice Model,” Journal of Marketing Research, 16, 124-132.
53. Goldberg, L.G., G.A. Han weck, M. Keenan and A. Young(1991), “Economies of Scale and Scope in the Securities Industry,” Journal of Banking and Finance, Vol. 15, 91-107.
54. Green, F., Paul, E. and D.P. Wachspress(1977), “On the Analysis of Qualitative Data in Marketing Research,” Journal of Marketing Research, 14, 52-59.
55. Greene, W. H. (1981), “On the Asymptotic Bias of the Ordinary Least Squares Estimator of the Tobit Model,” Econometrica, Vol. 49, 505-513.
56. Guadagni, P. M. and John D.C. Little(1983), “A Logit Model of Brand Choice Calibrated on Scanner Data,” Marketing Science, 2, No. 3, Summer, 203-238.
57. ---(1998), “When and What to buy: A Nested Logit Model of Coffee Purchase,” Journal of Forecasting, Vol. 17, 303-326.
58. Hann, D. P. (1981), “Partnership Versus Corporation Performance:an X-Efficiency Study,” Mid-Atlantic Journal of Business, 19, 9-18.
59. Hunt-McCool, Janet C. and Ronald S. Warren, Jr(1993), “Earnings Frontiers and Labor Market Efficiency” in The Measurement of Productive Efficiency:Techniques and Applications, edited by H.O. Fried, C.A.K. Lovell and S. S. Schmidt , New York:Oxford University Press, 197-209.
60. Kamakura, W.A., Byung-Do, Kim and Jonathan Lee(1996), “Modeling Preference and Structural Heterogeneity in Consumer Choice,” Marketing Science, 15( 2), 152-172.
61. Krishnamurthi, Lakshman(1988), “A Model of Brand Choice and Purchase Quantity Price Sensitivities,” Marketing Science, 1-20.
62. Kumbhakar, S. C. and L Hjalmarsson(1993), “Technical Efficiency and Technical Progress in Swedish Dairy Farms” in The Measurement of Productive Efficiency:Techniques and Applications, edited by H.O. Fried, C.A.K. Lovell and S. S. Schmidt , New York:Oxford University Press, 256-270.
63. Lee, Y. H. and P. Schmidt (1993), “A Production frontier Model with Flexible Temporal Variation in Technical Inefficiency” in The Measurement of Productive Efficiency:Techniques and Applications, edited by H.O. Fried, C.A.K. Lovell and S. S. Schmidt , New York:Oxford University Press, 237-255.
64. Lovell, C.A.K.(1993), “Production Frontiers and Productive Efficiency” in The Measurement of Productive Efficiency:Techniques and Applications, edited by H.O. Fried, C.A.K. Lovell and S. S. Schmidt , New York:Oxford University Press, 3-67.
65. Luce, R. D.(1959), Individual Choice Behavior:A Theoretical Analysis. New York:Wiley.
66. Malhotra, Naresh K.(1984), “The Use of Linear Logit Models in Marketing Research,” Journal of Marketing Research, 21(1), 20-31.
67. Majumdar, S.K. and H. Chang(1996), “Scale Efficiencies in US Telecommunications: an Empirical Investigation,” Managerial and Decision Economics, 17, 303-318.
68. Mayo, John W. and Yasuji Otsuka(1991), “Demand, Pricing, and Regulation: Evidence from the Cable TV Industry,” RAND Journal of Economics, Mount Morris, IL: Rand Corp., 22( 3), Autumn, 396-410.
69. McFadden, Daniel(1974), “Conditional Logit Analysis of Qualitative Choice Behavior,” in Frontiers in Econometrics, edited by P. Zarembka, London: Academic Press, 105-142.
70. --- (1981), “Econometric Models of Probabilistic Choice” in Structural Analysis of Discrete Choice Data, edited by C. Manski and D. McFadden, MIT Press, Cambridge, 198-272.
71. Morey, Edward R.(1981), “The Demand for Site-Specific Recreational Activities: A Characteristics Approach,” Journal of Environmental Economics and Management, 8, 345-371.
72. Morgan Jones, J and F. S. Zufryden(1980), “Adding Exploratory Variables to a Consumer Purchase Behavior Model: An Exploratory Study,” Journal of Marketing Research, 17, 323-334.
73. Pacey, Patricia L.(1985), “Cable Television in a Less Regulated Market,” The Journal of Economics, XXXXIV( 1), September, 81-91.
74. Punj, G. N. and R. Staelin(1978), “The Choice Process for Graduate Business Schools,” Journal of Marketing Research, 15, 588-598.
75. Rangan, N., H.Y. Aly and C. Pasurka(1988), “The Technical Efficiency of U.S. Banks,” Economics letters, 28, 169-175.
76. Rubinovitz, Robert N. (1993), “Market Power and Price Increase for Basic Cable Service Since Deregulation,” RAND Journal of Economics, Mount Morris, IL: Rand Corp., 24(1), Spring, 1-18.
77. Seale, Jr. J.L.(1990), “Estimating Stochastic Frontier Systems with Unbalanced Panel Data: the Case of Floor Tile Manufactories in Egypt,” Journal of Applied Econometrics, 5, 59-74.
78. Shephard, R.W.(1970), The Theory of Cost and Production Functions. Princeton, N. J.: Princeton University Press.
79. Wang, K. L., C. C. Weng and M. L. Chang(2001), “A Study of Technical Efficiency of Travel Agencies in Taiwan,” Asia Pacific Management Review, 6(1),73-90.
80. Wang, K. L., Y. T. Tseng and C. C. Weng(2002), “A Study of Production Efficiencies of Integrated Securities Firms in Taiwan,” Applied Financial Economics, Accepted and Forthcoming.
81. Waterman, David and Andrew A. Weiss(1997), Vertical Integration in Cable Television, London: The MIT Press, England.
82. Webb, G. Kent(1983), The Economics of Cable Television, Toronto, MA: D.C. Heath and Company.
83. Wu, Y.(1996), “Technical Efficiency and Firm Attributes in Chinese Iron and Steel Industry,” International Review of Applied Economics, 10, 235-248.
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關著作
 
QR Code
QRCODE