| 摘要: | 隨著資訊科技的快速發展，透過網際網路提供的服務與內容更是不斷地推陳出新，一般民眾、民間企業與政府部門，乃因而能享有網際網路時代所帶來的便利與效率。國際經濟合作組織（OECD）指出，在網際網路時代，寬頻的普及將有助於一國經濟、社會和文化的發展。因此，世界各國政府無不希望打造一個寬頻社會以提升競爭力，而台灣政府在此方面則以推動「2008年寬頻到府六百萬用戶」計畫為目標。因此，如何提高台灣家戶寬頻連網普及率及加速寬頻用戶之頻寬升級，乃為成功建立一個寬頻社會的關鍵。因此，本論文將從家戶連網方案選擇面向出發，對台灣地區家戶單位之寬頻連網與寬頻服務供應商的需求決策進行分析。利用2006年台灣網路資訊中心之家戶問卷調查資料為樣本，以 Nested Logit 模型建構家戶單位連網方式及業者選擇之個體需求模式並進行估計。研究結果顯示： (i)所得越高、家戶中最瞭解連網且具申裝權之問卷回答人的年齡越低、以及其教育程度越高、家戶人口數越多之家庭越有可能進行連網。(ii)分析選擇ADSL與Cable modem之家戶特徵，僅家戶人口數與居住地是具有顯著差別影響。(iii)若產品價格下降、速度提升及申裝方便性提高，將會提升家戶申裝使用網路的效用。 (iv) 估計之產品自身價格需求彈性，中華電信ADSL為1.2、非中華電信ADSL為3.0、Cable modem為3.0；而非中華電信ADSL與Cable modem對中華電信ADSL的交叉彈性為2.1，中華電信ADSL與Cable modem對非中華電信ADSL的交叉彈性為0.3，中華電信ADSL與非中華電信ADSL對Cable modem的交叉彈性為0.4。 (v)台灣家庭對於連網速度提升100KB的願付價格估計約為30元。
Advances in new information technologies and the adoption of the Internet have greatly benefited end-users, entrepreneurs, and governments all over the world in many facets. International Economic Cooperation (OECD) indicated that the diffusion of broadband can help a country's economic, social, and cultural development in the Internet era. Therefore, governments around the world put in effort to build a broadband society in order to increase the competitive advantage of nation. To achieve the goal of increasing the penetration rate of broadband subscribers, we first need to understand the demand for broadband. Therefore, the purpose of this thesis is to estimate the households’ demand for broadband in Taiwan. Using Nested Logit model to construct the household’s demand for broadband and estimate it, I reach the following conclusions. (i) Those with demographic characteristics, such as high income, young age, high education, and large number of household members, are more likely to have broadband adoption. (ii) For those who have internet adoption, only household location and the number of household members have significant effects on choices between ADSL and Cable modem. (iii) Lowering product price, increasing connection speed, and making installation more conveniently will increase broadband adoption and the utility of households connected. (iv) The own–price elasticity of demand for Chunghwa Telecom ADSL is 1.2, Non-Chunghwa Telecom ADSL is 3.0, and Cable modem is 3.0. The cross elasticity of demand between Chunghwa Telecom ADSL and Non-Chunghwa Telecom ADSL as well as Cable modem is 2.1, Non-Chunghwa Telecom ADSL to the others is 0.3, Cable modem to the others is 0.4. (v) The willingness to pay for upgrading 100KB is estimated to be about 30 dollars. |
