臺灣博碩士論文加值系統

　　對供應商而言，轉換成本是一種閉鎖消費者或禁止消費者轉換供應商的行為；對消費者而言，轉換成本的存在讓需求彈性下降或閉鎖在供應商的產品市場。主要來源包含產品相容性需求、轉換供應商的交易成本，新產品的學習成本，新產品的品質不確定性，維持顧客忠誠的方案，轉換的心理成本或品牌忠誠度等。
　　轉換成本可以研究方式分為兩類：外生化(exogenous)及內生化(endogenous)。外生化轉換成本主要以代理變數取代轉換成本的概念，探討如何影響市場上的供應商。內生化轉換成本則多以經濟模型，探討隱含在定價之中的轉換成本是如何影響市場上的消費者，尤其是產品設計上所產生的，如互補品投資或技術不相容。
　　無論在內生化或外生化轉換成本的文獻，衡量方式大多透過歷史模擬法以及淨現值(Net Present Value, NPV)法則，因而忽略動態時間價值的影響。因此，為更進一步地改善過去研究方式，以Kalman Filter Approach和實質選擇權分析(Real Options Analysis, ROA)將NPV法則加入主動管理的選擇權價值－內生化轉換成本價值，探討廠商以技術不相容的方式影響內生化轉換成本的存在。

　　To suppliers, the switching cost is a kind of lock-in or prohibit consumers from switching supplier behaviors; to consumers, the existence of switching costs cause the elasticity of demand to decrease, or lock-in the suppliers in their original markets. The main source of switching costs including: the need for compatibility with existing equipment, transaction costs of switching suppliers, the cost of learning to use new brands, uncertainty about the quality of untested brands (e.g. search costs), discount coupons and similar devices (e.g. loyalty program), psychological costs of switching or non-economic “brand loyalty”.
　　The research of switching costs can be divided into two categories, exogenous and endogenous. Exogenous switching costs is generally substituted by proxy to denote the concept of switching costs and effect from switching costs on suppliers in the market. Endogenous switching costs is often applied economic models to discuss the implied how the switching cost of a price affects the consumers in the market and emphasizes the traits of the product designs such as complementary goods of investment or technical compatibility.
　　The endogenous switching costs and exogenous switching costs are mainly evaluated by historical simulation method and Net Present Value (NPV) method which neglect the time value of dynamic effects. For the further improvement to the past literatures, we apply Kalman Filter Approach and Real Options Analysis (ROA) to combine the active management of NPV with options value, the value of endogenous switching costs, to denote the effect of technological compatibility of firms on endogenous switching costs.

第一章 緒論........................................................................................................1
第一節 研究動機..................................................................................................1
第二節 研究目的..................................................................................................2
第二章 文獻回顧................................................................................................4
第一節 轉換成本..................................................................................................4
第二節 相關文獻探討..........................................................................................5
第三節 互補財貨與技術相容性..........................................................................7
第四節 衡量方法與選擇權價值..........................................................................8
第三章 理論模型..............................................................................................10
第一節 投資機會價值........................................................................................10
第二節 選擇權價值............................................................................................13
第三節 比較靜態分析........................................................................................14
第四章理論分析與實證方法............................................................................17
第一節 敏感性分析............................................................................................17
第二節 研究方法................................................................................................23
第三節 實證流程................................................................................................24
第五章 結論......................................................................................................28
參考文獻..............................................................................................................30
附錄一..................................................................................................................33

Ausubel, L. (1991). “The Failure of Competition in the Credit Card Market,” American Economic Review, Vol.81, No.1, pp.50-81.
Baldwin, C. (1982). “Optimal Sequential Investment When Capital is Not Readily Reversible,” Journal of Finance, Vol.37, No.3, pp.763-82.
Beggs, A. & Klemperer, P. (1992). “Multi-Period Competition with Switching Costs,” Econometrica, Vol.60, No.3, pp. 651-66.
Bo. H., Jacobs, J. & Sterken, E. (2006). “A Threshold Uncertainty investment Model for the Netherlands,” Applied Financial Economics, Vol.16, No.9, pp.665-73.
Calem, P. & Mester, L. (1995). “Consumer Behavior and the Stickiness of Credit-Card Interest Rates,” American Economic Review, Vol.85, No.5, pp.1327-36.
Caminal, R. & Matutes, C. (1990). “Endogenous Switching Costs in a Duopoly Model,” International Journal of Industrial Organization, Vol.8, No.3, pp.353-73.
Chen, P. Y. & Hitt, L. M. (2002). “Measuring Switching Costs and their Determinant in Internet-Enabled Business: A Study of the Online Brokerage Industry,” Information Systems Research, Vol.13, pp.255-76.
Chen, P. Y. & Hitt, L. M. (2005). “Information Technology and Switching Costs,” Handbook on Economics and Information Systems.
Degryse, H. & Ongena, S. (2004). “Competition and Regulation in the Banking Sector: A Review of the Empirical Evidence on the Sources of Bank Rents,” Handbook of Financial Intermediation and Banking.
Dixit, A. (1989). “Entry and Exit Decisions under Uncertainty,” Journal of Political Economy, Vol.97, No.3, pp.620-38.
Dixit, A. (1992). “Investment and Hysteresis,” Journal of Economic Perspectives, Vol.6, No.1, pp.107-32.
Dixit, A. & Pindyck, R. (1994). Investment under Uncertainty, Princeton University Press.
Elzinga, K. G. & Mills, D. E. (1998). “Switching Costs in the Wholesale Distribution of Cigarettes,” Southern Economic Journal, Vol.65, No.2, pp.282-93.
Farrell, J. & Klemperer, P. (2004). “Coordination and Lock-In: Competition with Switching Costs and Network Effects,” Handbok of industrial Organization.
Farrell, J. & Shapiro, C. (1988). “Dynamic Competition with Switching Costs,” Rand Journal of Economics, Vol.19, No.1, pp.123-37.
Hamilton J.D. (1994). Time Series Analysis, Princeton University Press.
Hartman, R. (1972). “The Effects of Price and Cost Uncertainty on Investment,” Journal of Economic Theory, Vol.5, No.2, pp.258-66.
Harvey, A. C. (1993). Time Series Models, 2nd ed., Cambridge University Press.
Jackson, B. B. (1985). Winning and Keeping Industrial Customers: The Dynamics of Customer Relationships, Lexington Books.
Kim, M., Kliger, D. & Vale, B. (2003). “Estimating Switching Costs: The Case of Banking,” Journal of Financial Intermediation, Vol.12, No.1, pp.25-56.
Klemperer, P. (1987a). “Markets with Consumer Switching Costs,” Quarterly Journal of Economics, Vol.102, No.2, pp.375-94.
Klemperer, P. (1987b). “The Competitiveness of Markets with Switching Costs,” RAND Journal of Economics, Vol.18, No.1, pp.181-50.
Klemperer, P. (1995). “Competition when Consumers have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade,” Reviews of Economics Studies, Vol.62, No.4, pp.515-39.
Kogut, B. & Kulatilaka, N. (2001). “Capabilities as Real Options,” Organization Science, Vol.12, No.6, pp.744-58.
Lin M.Q., Cheng J.S., & Chen P.Y. (2009). “The Impacts of Demand Elasticity and Uncertainty on the Decisions for the Brand Extension: A Real Option Approach,” NTU Management Review, Vol.19, No.1, pp.61-94.
Loertscher, S. & Schneider, Y. (2005). “Switching Costs, Firm Size, and Market Structure,” Working Paper, University of Zurich.
Marinoso, B. G. (2001). “Technological Incompatibility, Endogenous Switching Costs and Lock-In,” Journal of Industrial Economics, Vol.49, No.3, pp.281-98.
Nielson, C. C. (1996). “An Empirical Examination of Switching Cost Investment in Business-to-Business Marketing Relationships,” Journal of Business & Industrial Marketing,” Vol.11, No.6, pp.38-60.
Pindyck, R. (1988). “Irreversible Investment, Capacity Choice, and the Value of the Firm,” American Economic Review, Vol.78, No.5, pp.969-85.
Roberts, K. & Weitzman, M. (1981). “Funding Criteria for Research, Development, and Exploration Projects,” Econometrica, Vol.49, No.4, pp.1261-88.
Sharpe, S.A. (1997). “The Effect of Consumer Switching Costs on Prices: A Theory and its Application to the Bank Deposit Market,” Review of Industrial Organization, Vol.12, No.1, pp.79-94.
Shum, M. (2002). “Advertising and Switching Behavior in the Breakfast Cereals Market,” Working Paper, Johns Hopkins University.
Shy, O. (2002). “A Quick-And-Easy Method for Estimating Switching Costs,” International Journal of Industrial Organization, Vol.20, No.1, pp.71-87.
Sommacampagna, C. & Sick G. (2004). Estimation of Volatility of Cross Sectional Data: A Kalman Filter Approach. working paper, University of Verona and University of Calgary.
Stango, V. (2002). “Pricing with Consumer Switching Costs: Evidence from the Credit Card Market,” Journal of Industrial Economics, Vol.50, No.4, pp.475-92.
Stiglitz, J. E. (1989). “Imperfect Information in the Product Market,” Handbook of industrial Organization, pp.769-847.
Trigeorgis, L. (1993). “Real Options and Interactions with Financial Flexibility,” Financial Management, Vol. 22, No. 3, pp. 202-23.
Trigeorgis L. (1995). “Real Options in Capital Investment: Models, Strategies, and Application,” 1st ed., Praeger.
Tzouramani, I. & Mattas, K. (2004). “Employing Real Options Methodology in Agricultural Investments: The Case of Greenhouse Construction,” Applied Economics Letters, Vol.11, No.6, pp.355-59.
Viard, B. V. (2003). “Do Switching Costs Make Markets More or Less Competitive?: The Case of 800-Number Portability,” Working Paper, Stanford University.
Vives, X. (1984). “Duopoly Information Equilibrium: Cournot and Bertrand,” Journal of Economic Theory, Vol.34, No.1, pp.71-94.
Williamson, O. E. (1981). “The Economics of Organization: The Transaction Cost Approach,” American Journal of Sociology, Vol.87, No.3, pp.548-77.