網路經濟的搭便車現象—多方價值交換模式

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姓名

林雅文(Ya-Wen Lin) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

網路經濟的搭便車現象—多方價值交換模式
(The Free-rider Phenomena in the Network Economy – A Multi-Party Value Exchange Model)

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至系統瀏覽論文 ( 永不開放)

摘要(中)

銀貨兩訖一直是被經濟活動奉為圭臬，而今數位網路時代，引起重大變革的網路資訊服務卻以免費物品的型式供應，依傳統經濟學的觀點，免付費「數位公共財」允許大量享受資源不用付費的搭便車 (free rider) ，為何未造成共用資源悲劇 (tragedy of the commons) 或市場失靈？本研究採多重個案研究方式 (multi-case study)，自51個具指標性的免付費網路資訊服務，歸納出28類營收模式樣態 (pattern)，並推論出各營收模式的前因條件，以運用定性比較方法 (Qualitative Comparative Analysis, QCA)，確認各種前因條件組態 (configuration) 與營收模式之間的因果關係，以作為確定性的論據 (conclusive evidence)，同時與相關的理論連結形成7項條件命題，據此已對免付費網路資訊服務的營收模式提供更具體的解釋，並擴張原有網路經濟的論證。

摘要(英)

The long-standing economic model is one where the customer receives and pays for goods. However, in today’s modern network society, why are vendors willing to provide free services and goods to free riders at an apparent loss? A well-known problem with collective action is that common benefits result in the tragedy of the commons. Information goods and services represent the two related elements; with low incremental and reproduction costs, large-scale usage leads to increased gross profit while with network externality, marginal utilities increase with the growing number of users. Therefore, the “user base” becomes a source of revenue on free platforms. The objective of this study is to provide a theoretical framework explaining why free platforms emerge and how they work. Most researches regarding free platforms are related to two-sided markets and freemium models. Based on existing revenue models of free platforms in the theoretical realm, we apply a multi-case study approach for inductive inferences on observed patterns in order to create conditions for different revenue models on the free platforms. We then conduct a qualitative comparative analysis (QCA) to confirm the conditions associated with revenue model of the free platforms to formulate conclusive evidences. Consequently, based on the result of causality assessment, we develop propositions for each revenue model to better explain the free rider phenomenon in the platforms. This approach correlates with empirical reality to expand arguments in the network economy.

關鍵字(中)

★ 搭便車
★ 網路效應
★ 多邊市場
★ 網路經濟
★ 個案研究
★ 定性比較方法

關鍵字(英)

★ Free Rider
★ Network Effect
★ Multi-Sided Markets
★ Network Economy
★ Case Study
★ Qualitative Comparative Analysis

論文目次

第1章、緒論 1
1-1 研究背景 1
1-2 研究動機與目的 2
1-3 研究流程 3
第2章、文獻探討 5
2-1 公共財 (Public Goods) 5
2-1-1 搭便車 (Free Riders) 困境 6
2-2 網路經濟 (Network Economy) 7
2-2-1 網路效應 (Network Effects) 7
2-2-2 邊際效益 (Marginal Utility) 8
2-3 價值交換 9
2-3-1 交易成本 (Transaction Cost) 10
2-3-2 理性行為 11
2-3-3 集體行為 12
2-4 免付費模式 13
2-4-1 共享經濟 (Sharing Economy) 16
2-5 平台經濟模式 17
2-5-1 多邊市場 (Multi-sided Market) 17
第3章、研究方法 19
3-1 研究設計 19
3-1-1 多重個案研究方法 21
3-1-2 樣態比對 (Pattern Matching) 22
3-1-3 定性比較分析 (Qualitative Comparative Analysis, QCA) 23
3-2 個案資料分析 26
3-2-1 個案選擇準則 26
3-2-2 資料收集與處理 29
第4章、模式描述 41
4-1 樣態比對 41
4-2 理論樣態分類 42
4-2-1 小結 55
4-3 因果關係 56
4-3-1 QCA數據矩陣 (Dichotomization) 57
4-3-2 真值表 (Truth Table) 62
第5章、研究結果 64
5-1 模式詮釋 64
5-1-1 第三方付費 64
5-1-2 廣義廣告服務 65
5-1-3 小結 67
5-2 研究命題 (Propositions) 74
5-2-1 單邊關係 74
5-2-2 雙邊關係 75
5-2-3 多邊關係 77
第6章、結論與建議 79
6-1 研究結論 79
6-2 管理實務建議 81
6-3 研究限制 82
6-4 未來研究方向 82
參考文獻 83

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指導教授

范錚強(Cheng-Kiang Farn)

審核日期

2019-6-24

推文