- 學位論文
NETFLIX訂閱者對環境成本願付溢價之實證研究
Empirical evidence from the willingness-to-pay premiums of NETFLIX subscribers in response to the environmental cost
摘要
影音串流平台（Video Streaming）改變了人們看影片的行為，近年來在臺灣可以看到越來越多通信業、影視龍頭業者等爭相發展出自有串流影音平台。然而永續發展議題在世界各地受到越來越多關注，影音串流平台的碳排放、環境治理也受到熱議。對此，NETFLIX積極制定計畫，致力於減少內部碳排、投資相關計畫以及生態系統的重建，落實淨零碳排。隨著NETFLIX朝向永續的方向發展，訂閱者是否願意為了NETFLIX的環境行動，支付溢價以減少環境成本，為本研究目的。本研究運用條件評估法設計問卷，加入雙界二元選擇模型與三界二元選擇模型進行實證分析，並探討環境感知、環境態度、科技接受變數以及社會人口變數等，是否對於NETFLIX環境願付溢價造成影響。研究總體結果發現，雙界二元選擇模型估計之溢價為14.128%，三界二元選擇模型估計之溢價為13.683%。其中，科技接受變數對於溢價有顯著正向影響；另發現當性別為男性，對於願付溢價亦有正向影響；月收入為10000~15000元之群組之願付溢價顯著較高。比較雙界二元選擇模型與三界二元選擇模型，發現後者估計的係數以及整體模型有較高顯著性，且估計之溢價結果與標準差整體較小。但並非所有情況都有一致的結果，仍需評估受試者的填答狀況、變異程度與樣本數量。
並列摘要
Video streaming platforms have changed the way people watch videos. More and more telecom companies and film industry are developing their own streaming platforms. Meanwhile, there is an increasing focus on sustainability issues worldwide. Carbon emissions and environmental governance of video streaming platforms are also widely discussed. In this regard, NETFLIX has actively formulated plans to reduce internal carbon emissions, invest in related projects, and restore the ecosystem to realize net-zero emissions. As NETFLIX moves towards sustainability, this study aims to explore whether subscribers are willing to pay a premium to support NETFLIX’s action and reduce environmental costs. This study utilizes the contingent valuation method to conduct a survey, incorporating double-bounded dichotomous choice and triple-bounded dichotomous choice models for empirical analysis. It also examines whether variables such as environmental perception, environmental attitude, technology acceptance, and socio-demographic factors affect the willingness to pay a premium for NETFLIX's environmental efforts. The overall results of the study found that the estimated premium was 14.128% using the double-bounded dichotomous choice model and 13.683% using the triple-bounded dichotomous choice model. Technology acceptance variables had a significant positive impact on the willingness to pay a premium. Additionally, it is found that males have a positive impact on the willingness to pay a premium; the group with a monthly income of 10,000 to 15,000 NTD shows significantly higher willingness to pay a premium. Comparing the double-bounded dichotomous choice model and the triple-bounded dichotomous choice model, the latter showed higher significance in estimated coefficients and smaller overall premium estimates and standard deviations than the former. However, the results were not consistent in all cases, and it remains necessary to assess respondents' answering conditions, variability, and sample size.