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研究生:楊衡
研究生(外文):Heng Yang
論文名稱:打破多邊市場策略之下的市場壟斷-以奧多比公司為例
論文名稱(外文):Breaking market dominance from multi-sided market strategy: The case of Adobe
指導教授:黃明蕙黃明蕙引用關係
口試委員:Joey F. George林俊昇
口試日期:2013-07-03
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:資訊管理學研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:51
中文關鍵詞:雙邊市場多邊市場反壟斷顧客滿意度顧客忠誠度Adobe
外文關鍵詞:Two-sided marketsMulti-sided marketsAnti-monopolyCustomer satisfactionCustomer loyaltyAdobe
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雙邊市場策略目前在企業界被廣泛採用,對於經營電子商務的網路公司來說尤甚。企業透過雙邊市場中兩組不同消費族群產生的網路外部性,發展出向其中一方客群收費而補貼另一方客群的策略,使其雙邊的消費族群有效的相依成長。但是根據某些潛在證據顯示,一旦雙邊平台壟斷了整個市場,很可能會剝奪其中一邊消費者的權益,卻因為雙邊市場的特性,兩邊消費者的利害關係切割得非常清楚,補貼方跟付費方之間沒有利益的連結,導致不滿意的消費者難以伸張權益。在本研究中,我們以奧多比公司(Adobe)的PDF軟體雙邊平台做為研究案例,我們改變了以往從企業觀點切入的方式,而是從消費者的角度進行探討。分析結果顯示,顧客忠誠度對於企業壟斷程度有顯著的影響。此研究結果對於多邊市場中不論是公司端或客戶端皆有貢獻,使公司能從滿意的消費者中維持長期的盈利能力。

Two-sided market strategy, the strategy that develops an effective way to create a growing user base, is widely used nowadays especially in e-business. For an online company, it is indeed an useful way to keep the two distinct user groups getting larger, but some evidences suggest that once the company dominates the market and even becomes monopoly, it may deprive the rights and interest of the money side; while the clearly stake-separated business model makes the consumers hard to voice their indignation, because the huge user base that grounded on the subsidy side has no stakes connected with the money side. In this research, we take Adobe''s PDF (Portable Document Format) software as our research focal case. The analysis results show that customer loyalty can have significant impact on the degree of monopoly. The results can provide important contributions for multi-sided markets, both for firms and consumers.

1. Introduction 1
2. Literature Review 3
2.1 Two-Sided Markets and Network Externality 3
2.2 Monopoly Platforms in Two-Sided Markets 7
2.3 Customer Satisfaction and Customer Loyalty 9
2.4 Hypotheses 11
3. Research Model and Methodology 14
3.1 Research Model 14
3.2 Research Design 15
3.3 Sampling and Data Collection 16
3.4 Demographic Analysis 16
3.5 Reliability and Validity 19
4. Results and Discussions 25
4.1 Date Analysis 25
4.2 Discussion 28
5. Conclusions and Implications 30
References 32
Appendix A - Price Table of PDF Writers 35
Appendix B - Consumer Behavior and Purchase Habit 36
Appendix C - Concept Model for Future Study 37
Appendix D - Questionnaire for Readers 38
Appendix E - Questionnaire for Writers 45

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