(18.207.129.82) 您好!臺灣時間:2021/04/19 21:15
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:林雅文
研究生(外文):Ya-Wen Lin
論文名稱:網路經濟的搭便車現象—多方價值交換模式
論文名稱(外文):The Free-rider Phenomena in the Network Economy – A Multi-Party Value Exchange Model
指導教授:范錚強范錚強引用關係
指導教授(外文):Cheng-Kiang Farn
學位類別:博士
校院名稱:國立中央大學
系所名稱:資訊管理學系
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:2019
畢業學年度:107
語文別:中文
論文頁數:100
中文關鍵詞: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
外文關鍵詞:Free RiderNetwork EffectMulti-Sided MarketsNetwork EconomyCase StudyQualitative Comparative Analysis
相關次數:
  • 被引用被引用:0
  • 點閱點閱:145
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
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。
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.
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
1. Almutairi, A. F., Eardner, G. E & McCarthy, A. (2014). Practical Guidance for The Use of a Pattern-matching Technique in Case-study Research: A Case Presentation. Nursing and Health Sciences, 16, 239-244.
2. Anderson, C. (2009). Free: The Future of a Radical Price. New York, NY: Hyperion. -羅耀宗、蔡慧菁(譯)(民98)。免費!揭開零定價的獲利秘密。臺北市:天下遠見。
3. Ariely, D. (2008). Predictably Irrational: The Hidden Forces That Shape Our Decisions. New York, NY: HarperCollins Publishers.
4. Babbie, E. (2009). The Practice of Social Research, 12th Edition. Belmont, Calif: Wadsworth Cengage Learning. -劉鶴群、林秀雲、陳麗欣、胡正申、韻如(譯)(民99)。社會科學研究方法(第十二版)。臺北市:新加坡商聖智學習。
5. Barney, D. (2004). The Network Society. Cambridge, UK: Polity Press.
6. Baxter, R. K. (2015). The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue. McGraw-Hill Education. -陳琇玲、吳慧珍(譯)(民105)。引爆會員經濟:打造成長駭客的關鍵核心,Netflix、Amazon和Adobe最重要的獲利祕密(原作者:R. K. Baxter)。臺北市:商周出版。
7. Blau, P. M. (1964), Exchange and Power in Social Life, New York, NY: John Wiley & Sons.
8. Blaug, M. (1997). Economic Theory in Retrospect, 5th Edition. Cambridge, UK: Cambridge University Press. -姚開建(譯)(民98)。經濟理論的回顧。北京:中國人民大學出版社。
9. Booth, A. L. (1985). The Free Rider Problem and a Social Custom Model of Trade Union Membership. The Quarterly Journal of Economics, 100 (1), 253-261.
10. Caldwell, L. (2012). The Psychology of Price: How to use price to increase demand, profit and customer satisfaction. Crimson Publishing. -林奕伶(譯)(民102)。訂價背後的心理學:為什麼我要的是這個,最後卻買了那個?臺北市:大是文化。
11. Charmaz, K. (2006). Constructing Grounded Theory: A Practical Guide Through Qualitative Analysis. London, UK: SAGE publications. -顏寧、黃詠光、吳欣隆(譯)(民98)。建構扎根理論。臺北市:五南圖書。
12. China Interent Watch (2014). China Mobile Maps Market Overview [Online forum comment]. Retrieved October 5, 2018, from https://www.chinainternetwatch.com/7673/china-mobile-maps-market/
13. CloudRail (2017). Cloud Storage Report 2017 – Dropbox Loses Market Share but is Still the Biggest Provider on Mobile [Online forum comment]. Retrieved July 8, 2018, from https://blog.cloudrail.com/cloud-storage-report-2017/
14. Coase, R. H. (1960). The Problem of Social Cost. Journal of Law and Economics, 3, 1-44.
15. Colman, J. S. (1986). Social Theory, Social Research, and a Theory of Action. The American Journal of Sociology, 91(6), 1309-1335.
16. Copi, I. M. (1968). Introduction to Logic. New York, NY: Collier Macmillan-張身華(譯)(民61)。邏輯概論。臺北市:幼獅文化。
17. Cowen, T. (2008). Discover Your Inner Economist: Use Incentives to fall in Love, Survive Your Next Meeting, and Motivate Your Dentist. Penguin Books. -陳正芬(譯)(民98)。發現你的經濟天才:如何善用誘因來敲定工作、談戀愛,心想事成。臺北市:經濟新潮社。
18. Cronqvist, L. (2018). Tosmana Version 1.6. University of Trier. [Computer Programme] Retrieved October 15, 2018, from https://www.tosmana.net.
19. Dreamgrow (2018). Top 15 Most Popular Social Networking Sites and Apps [Online forum comment]. Retrieved October 6, 2018, from https://www.dreamgrow.com/top-15-most-popular-social-networking-sites
20. eBizMBA (2018). Top 15 Most Popular Video Websites [Online forum comment]. Retrieved October 12, 2018, from http://www.ebizmba.com/articles/video-websites
21. Eisenhardt, K. M. (1989). Building Theories from Case Study Research. The Academy of Management Review, 14(4), 532-550.
22. ETtoday新聞雲 (2015)。全台掀起以物易物熱潮!最大交換市集居然就在手機裡?[新聞群組]。2018年11月21日,取自https://game.ettoday.net/article/572465.htm#ixzz58CSi7uSE
23. Evans, D. S. (Ed.). (2011). Platform Economics: Essays on Multi-Sided Businesses. Retrieved from: https://www.competitionpolicyinternational.com/assets/Hot-Tubs/SSRN-id1974020.pdf
24. Evans, P. C., & Gawer, A. (2016). The Rise of the Platform Enterprise: A Global Survey. The Emerging Platform Economy Series No. 1.
25. Frank, R. H., Bernanke, B. S., Antonovics, K. & Heffetz, O. (2016). Principles of Economics, 6th Edition. New York, NY: McGraw-Hill Education.
26. Glaser, B. G. & Strauss, A. L. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research. Retrieved from http://www.sxf.uevora.pt/wp-content/uploads/2013/03/Glaser_1967.pdf
27. Google Ads (2018)。說明中心 [官方網站] 。2018年10月26日,取自https://support.google.com/google-ads/
28. Hagiu, A. (2009). Multi-Sided Platforms: From Micro foundations to Design and Expansion Strategies. Retrieved from https://www.hbs.edu/faculty/Publication%20Files/07-094.pdf
29. Hardin, G. (1968). The Tragedy of the Commons. Science, 162, 1243-1248.
30. INSIDE (2015)。廣告計價好複雜?資訊圖表來解答[線上論壇]。2019年5月5日,取自https://www.inside.com.tw/article/5016-advertise-pricing
31. INSIDE (2018)。Android 不再免費,Google 正式對歐洲製造商收取授權費,對誰的影響最大?[線上論壇]。2018年7月30日,取自https://www.inside.com.tw/2018/10/23/google_lynn?mc_cid=568d437014&mc_eid=05b7175753
32. INVESTOPEDIA (2018). Peer-to-Peer (P2P) Service [Official website]. Retrieved December 3, 2018, from https://www.investopedia.com/terms/p/peertopeer-p2p-service.asp
33. Jhonston, N. (2018). Best Free Email Services of 2018 [Official website]. Retrieved December 3, 2018, from https://www.toptenreviews.com/services/internet/best-free-email-services/
34. Kim, L. (2018). The Top 7 Messenger Apps in the World [Web blog message]. Retrieved September 20, 2018, from https://www.inc.com/larry-kim/the-top-7-messenger-apps-in-world.html
35. Kim, O. & M. Walker (1984). The Free Rider Problem: Experimental Evidence. Public Choice, 43, 3-24.
36. Levitt, S. D. & Dubner, S. J. (2005). Freakonomics: A Rogue Economist Explores the Hidden Side of Everything. William Morrow and Company. -李明(譯)(民95)。蘋果橘子經濟學。臺北市:大塊文化。
37. Lin, N. (2003). Social Capital: A Theory of Social Structure and Action, Cambridge, England: Cambridge University Press.
38. Loper, N. (2016). Buy Buttons: Buy Buttons: The Fast-Track Strategy to Make Extra Money and Start a Business in Your Spare Time. Bryck Media. -許芳菊(譯)(民107)。一鍵獲利:發掘共享經濟時代新商機,讓知識、技能、物品變黃金的300個絕技。新北市:聯經出版。
39. Luhmann, N. (1988). Die Wirtschaft der Gesellschaft. Frankfurt am Main, Germany: Suhrkamp Verlag. -湯志傑、魯貴顯(譯)(民98)。社會之經濟。臺北市:聯經出版。
40. Mankiw, N.G. (2017). Principles of Economics, 8th Edition. Cengage Learning. -王銘正(譯)(民106)。經濟學原理。臺北市:新加坡商聖智學習。
41. McAfee, A. & Brynjolfsson, E. (2017). Machine Platform Crowd: Harnessing Our Digital Future. New York, NY: W.W. Norton & Co Inc. -李芳齡(譯)(民106)。機器、平台、群眾: 如何駕馭我們的數位未來。臺北市:遠見天下文化。
42. Miles, M. B. & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook (2nd Edition). Thousand Oaks: SAGE Publications. -張芬芬(譯)(民94)。質性研究資料分析。臺北市:雙葉書廊。
43. Mitani, K. (2014). Business Model Zenshi. Tokyo, Japan: Discover 21. -陳昭華(譯)(民105)。你怎麼賣,比你賣什麼更重要:史上最強的70個商業模式。臺北市:先覺出版。
44. NetApplications (2018). Worldwide market share of search engines on desktop [Web blog message]. Retrieved December 3, 2018, from https://netmarketshare.com/search-engine-market-share.aspx
45. Olson, M. (1965). The Logic of Collective Action: Public Goods and the Theory of Groups. Cambridge: Harvard University Press.
46. Orendorff, A. (2018). Global Ecommerce Marketplaces: The Complete List by Region and Sales [Official website]. Retrieved October 5, 2018, from https://www.shopify.com/enterprise/global-ecommerce-marketplace
47. Parket, G. G., van Alstyne, M. W. & Choudary, S. P. (2016). How Networked Markets Are Transforming the Economy – And How to Make Them Work for You. New York, NY: W.W. Norton & Co Inc. -李芳齡(譯)(民105)。平台經濟模式:從啟動、獲利到成長的全方位攻略。臺北市:天下雜誌。
48. Poundstone, W. (1992). Prisoner’s Dilemma: John von Neumann, game theory, and the puzzle of the bomb. New York, NY: Doubleday.
49. Prieto, M. (2018). 10 Online Travel Public Companies – Full Year 2017 Results [Web blog message]. Retrieved October 31, 2018, from https://medium.com/traveltechmedia/10-online-travel-public-companies-dee6df73f768
50. Rihoux, B. & Ragin, C. C. (2009). Configurational Comparative Methods: Qualitative Comparative Analysis (QCA) and Related Techniques. SAGE Publications. -杜運開、李永發(譯)(民106)。QCA設計原理與應用:超越定性與定量研究的新方法。北京市:機械工業出版社。
51. Rihoux, B., & Lobe, B. (2009). The Case for Qualitative Comparative Analysis (QCA): Adding Leverage for Thick Cross-Case Comparison. In D.S. Byrne, & C.C. Ragin (Eds.), The Sage Handbook of Case-Based Methods (pp. 222-242). London, England: Sage.
52. Ritzer, G. & Goodman, D. (2004). Sociological Theory (6th Edition). Mc Graw-Hill Publishing. -鄭組邦、柯朝欽、陳巨擘(譯)(民96)。社會學理論(下)。臺北市:巨流圖書。
53. Ritzer, G. & Jurgenson, N. (2010). Production, Consumption, Prosumption. Journal of Consumer Culture, 10(1), 13-36.
54. Rysman, M. (2009). The Economics of Two-Sided Markets. Journal of Economic Perspectives, 23(3), 125-143.
55. Sandre, A. (2017). 11 companies disrupting the transportation industry. [Web blog message]. Retrieved Octorber 25, 2018, from https://hackernoon.com/12-companies-disrupting-the-transportation-industry-3bb9fc924712
56. Schmidt, E. & Rosenberg, J. (2014). How Google Works. New York, NY: Grand Central Publishing. -李芳齡(譯)(民103)。Google 模式:智慧創做者世代來臨,挑戰瘋狂變化世界的經營思維與工作邏輯。臺北市:天下雜誌。
57. Shapiro, C. & Varian, H. R. (1999). Information Rules: A Strategic Guide to the Network Economy. Boston, MA: Harvard Business School Press.
58. Shirky, C. (2008). Here Comes Everybody: The Power of Organizing Without Organizations. New York, NY: Penguin Press. -李宇美(譯)(民100)。鄉民都來了:無組織的組織力量。臺北市:貓頭鷹出版。
59. Sinkovics, N. (2018). Pattern Matching in Qualitative Analysis. In C. Cassell, A. Cunliffe & G. Grandy (Eds.), The SAGE Handbook of Qualitative Business and Management Research Methods (pp.468-485). Thousand Oaks, CA: Sage Publications.
60. Slevin, J. (2000). Internet and Society. Polity Press. -林祐聖、葉欣怡(譯)(民91)。網際網路與社會。臺北市:弘智文化。
61. Statista (2018). Number of users of leading mobile payment platforms worldwide as of August 2017 [Official website]. Retrieved December 12, 2018, from https://www.statista.com/statistics/744944/mobile-payment-platforms-users/
62. Stone, B. (2017). The Upstarts: How Uber, Airbnb, and the Killer Companies of the New Silicon Valley Are Changing the World. New York, NY: Little, Brown and Company. -李芳齡(譯)(民106)。Uber 與 Airbnb 憑什麼翻轉世界。臺北市:遠見天下。
63. The Manifest (2018). The Popularity of Google Maps: Trends in Navigation Apps in 2018 [Online forum comment]. Retrieved October 5, 2018, from https://themanifest.com/app-development/popularity-google-maps-trends-navigation-apps-2018
64. TransBiz (2018)。CPC、CPM是什麼?一次搞懂PPC廣告投放術語 [線上論壇]。2018年10月14日,取自https://transbiz.com.tw/ppc關鍵字廣告-cpc-cpm-cpa-廣告投放
65. Trends & Insights (2017). 5 Digital Marketing Trends for 2018 [Online forum comment]. Retrieved October 5, 2018, from https://digitalmarketinginstitute.com/blog/2017-12-11-5-digital-marketing-trends-for-2018
66. Vogeistein, F. (2013). Dogfight: How Apple and Google Went to War and Started a Revolution. New York, NY: Sarah Crichton Books. -洪慧芳(譯)(民102)。Apple vs. Google世紀大格鬥:一場盟友反目成仇,無聲改變世界與生活的科技大戰。臺北市:三采文化。
67. Wikipedia (2019). Online advertising [Online encyclopedia]. Retrieved May 5, 2019, from https://en.wikipedia.org/wiki/Online_advertising
68. Yin, R. K. (1994). Case Study Research: Design and Methods (2nd Edition). Thousand Oaks, CA: Sage Publications. -尚榮安(譯)(民90)。個案研究法。臺北市:弘智文化。
69. 中時電子報 (2018)。專家傳真-阿里媽媽比阿里巴巴賺錢:談網路廣告改變世界[新聞群組]。2019年2月25日,取自
https://www.chinatimes.com/newspapers/20180926000289-260202
70. 今周刊 (2016)。免費,靠什麼賺錢?[新聞群組]。2018年12月24日,
取自http://www.businesstoday.com.tw/article/category/154686/post/201606070001/免費,靠什麼賺錢?
71. 天下文化 (2018)。免費就是:使盡心計,和龐大消費群眾發生關係 [部落格文字資料]。2018年6月30日,取自:http://www.bookzone.com.tw/event/CB416/page03_3.asp
72. 阿里妈妈 (2019)。阿里妈妈 [官方網站]。2019年2月25日,取自https://www.alimama.com/
73. 高德地图 (2019)。协议与声明 [官方網站] 。2019年2月23日,取自http://map.amap.com/doc/serviceitem.html
74. 張五常 (2015)。經濟解釋(2014增訂本)。北京市:中信出版社。
75. 滴滴 (2019)。滴滴 [官方網站]。2019年2月25日,取自https://www.didiglobal.com/
76. 數位時代 (2016)。雅虎的新出路:成為最大的廣告平台[線上論壇]。2018年2月5日,取自https://www.bnext.com.tw/article/40331/BN-2016-07-26-032820-34
77. 數位時代 (2018)。從免費到收費服務!YouTube做對2件小事,讓粉絲願意掏錢訂閱 [線上論壇]。2018年10月21日,取自https://www.bnext.com.tw/article/48901/streampunks:-how-youtube-and-the-new-creators-are-transforming-our-lives
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔