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姓名 黃敬茹(Ching-Ju Huang)  查詢紙本館藏   畢業系所 產業經濟研究所
論文名稱 台灣市場智慧型手機之特徵價格
(Hedonic Prices for Smart Phones in Taiwan Market)
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摘要(中) 自從2007年6月蘋果(Apple)公司第一代的iphone手機上市後,各家廠商陸續推出各種功能和特性的智慧型手機,本研究欲分析智慧型手機功能和特性對其價格的影響,同時了解廠商的定價方式及消費者的願付價格,以在台灣發行的手機雜誌「手機GoGo」當作資料來源,及以「Sogi手機王」網站上的資料作為補充,研究期間為2007年8月至2014年9月,總共有七年的資料。
本研究將模型分為兩部分,其中一部分模型是採用半對數形式的特徵價格模型,算出各特徵變數之平均邊際價格,而另一部分模型則是在縱橫資料下,比較一元固定效果模型、二元固定效果模型、一元隨機效果模型和二元隨機效果模型,探討模型中加入品牌ASUS和未加入品牌ASUS,對模型解釋力的差異,及造成這些差異的原因。
在半對數形式的特徵價格模型中,對智慧型手機價格產生最大影響的是品牌特性和時間虛擬變數,其次為螢幕尺寸,加入品牌ASUS的智慧型手機資料,不論在一元固定效果模型、二元固定效果模型、一元隨機效果模型或二元隨機效果模型下的R^2皆小於未加入品牌ASUS的智慧型手機資料的模型,這表示加入品牌ASUS的智慧型手機資料,其特徵變數對模型的解釋力會下降,亦表示品牌ASUS其智慧型手機特性和價格之間的關聯性較不明確。
摘要(英) Since the first generation of iphone was released on June 2007 by Apple Inc., the manufacturers have continually provided a variety of functions and features of smart phones. The aim of this paper is to analyze the effect of functions and features of smart phones to its prices and to understand how suppliers make prices and how much consumers are willing to pay. The data we use are from Cellphone GoGo magazine which is published in Taiwan, and Sogi website, over the period from August 2007 to September 2014.
This paper is divided into two models. One is Hedonic Price Model of semi-log form, use this model to calculate the average marginal prices for every characteristic variables. The other model is under panel data estimation, compare one-way fixed effect model, two-way fixed effect model, one-way random effect model, and two-way random effect model, and discuss the differences between the model with brand ASUS and without brand ASUS.
The results show that in the Hedonic Price Model of semi-log form, the maximum amount of parameters of hedonic price function related to the following variables respectively: brand, time dummy variables, and monitor size. In panel data model, no matter in one-way fixed effect model, two-way fixed effect model, one-way random effect model, or two-way random effect model, R^2 under the data with brand ASUS are smaller than the data without brand ASUS. It shows that the explanation of the characteristic variables will decrease under the data with brand ASUS. It also shows that the relationship between features of smart phones and its prices are unclear under the brand ASUS.
關鍵字(中) ★ 智慧型手機
★ 特徵價格
★ 台灣
關鍵字(英)
論文目次 中文摘要 ...................................................i
英文摘要 ..................................................ii
誌謝 .................................................iii
目錄 ..................................................iv
圖目錄 ..................................................vi
表目錄 .................................................vii
一、 緒論...............................................1
1-1 研究背景與動機.......................................1
1-2 研究目的............................................3
1-3 研究方法與架構.......................................4
二、 文獻回顧............................................6
三、 特徵價格模型與縱橫資料模型............................11
3-1 特徵價格模型........................................11
3-2 縱橫資料模型........................................15
3-2-1 固定效果模型........................................16
3-2-2 隨機效果模型........................................17
3-2-3 模型檢測方法........................................19
四、 實證資料與變數定義...................................21
4-1 資料來源...........................................21
4-2 變數設定與定義......................................21
4-2-1 應變數之設定................................21
4-2-2 自變數之設定................................22
4-3 樣本統計分析........................................28
五、 實證結果分析........................................35
5-1 特徵價格模型分析....................................35
5-2 縱橫資料模型分析....................................43
5-3 特徵價格實際值和預測值之比較分析.......................53
六、 結論與建議.........................................64
6-1 各模型之實證結論....................................64
6-2 研究限制與建議......................................66
參考文獻 ..................................................67
附錄一 ..................................................70
參考文獻 彭杏珠,「手機變錢包,『嗶』出900億大商機」,《遠見雜誌》,第345期,
2015年3月。

潘美樺 (2008),「新產品創新之價格效果─以第三代行動通訊為例」,國立中
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指導教授 劉錦龍 審核日期 2015-7-6
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