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    題名: 有線電視消費者對分級付費制度接受意願之探討
    其他題名: A Study of Cable TV Viewers` Preferences for the Tiering System
    作者: 王國樑
    關鍵詞: 分級付費制度;接受意願;二項式logit 模型
    The Tiering System;Willingness to Accept;Binary Logit Model
    日期: 2002
    上傳時間: 2007-04-18 18:27:18 (UTC+8)
    出版者: 臺北市:國立政治大學經濟學系
    摘要: 根據有線電視戶與業者行為特性,本文首先建立一有線電視收視行為理論模型;其次,透過數學推導,獲得收視戶對分級付費制度接受意願之二項式 logit 模型;然後,利用西元 2000 年對台灣有線電視收視戶的電話抽樣資料,就上述二項式 logit 模型進行估計,實證結果顯示,就收視戶對分級付費制度的接收意願而言,收視戶的年齡、教育程度與現行月收視費具有正向影響;而擁有專職工作、每日收視時間與偏好頻道數則具有負向影響。因此,為提高分級付費制度的可行性,本文進一步建議:新聞局應加強有關分級付費制度的宣導、有線電視頻道的分級愈細愈好、收視費上限管制至少在短期內仍應維持。
    Based on cable TV viewers` and firms` behavior characteristics, this paper first builds a theoretical model of the cable TV viewers` behavior. Then, a logit model of viewers` willingness to accept the tiering system is derived. By utilizing the survey data of Taiwan`s cable TV viewers in 2000, the logit model is estimated. The empirical results show that age, education and monthly fee have positive, and having a regular job, daily watching hours as well as the number of favorite channels have negative impacts on viewers` willingness to accept the tiering system. To make the tiering system more feasible, it is suggested that the tiering system should be promoted more intensively; the number of tiers available to viewers should be as many as possible; and the price cap should be maintained at least in the short run.
    描述: 核定金額:517400元
    資料類型: report
    顯示於類別:[經濟學系] 國科會研究計畫

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