數位電視轉換成本之實證分析

The Empirical analysis of Digital Television Switching Costs

陳雅貞(Ya-Chen Chen)

指導教授 ： 周韻采

元智大學/資訊學院/資訊社會學碩士學位學程/碩士(2012年)

摘要

數位電視的推廣在全球均已行之有年，台灣從2003年便開始有線電視數位化之推廣，預計於2012年底回收無線電視台現有的類比訊號，屆時沒有數位機上盒或內鍵數位訊號轉換的新型電視機將無法繼續收視；至今2011年，數位電視的滲透率仍低於全球平均值，又於去年2010年，政府決定對低收入戶做全額數位機上盒的補貼後，各界反應聲浪不斷，是否單只靠政府補貼低收入戶數位機上盒就能完成數位轉換?
本研究以次級資料分析以及問卷調查法進行實證分析。研究結果發現從無線電視轉換到數位有線電視的成本花費最大，從有線電視轉換到IPTV的成本最低；而要提升電視數位化比例，可由政府對於業者、消費者更明確的政策引導以及更加適度的補貼方式。

關鍵字

數位電視 ； 數位機上盒 ； 類比訊號 ； 數位訊號 ； 轉換成本

並列摘要

Promoting the DTV in the global has been many years. Taiwan has promoted the cable DTV from 2003. However nowadays, the popularity of DTV in Taiwan still lower than the average of the global. The government decided to subsidy the set-top box for lower-earning household, but there are many opinions differ on this matter. If we want to switchover, all we need is the subsidies of STB from the government?

This research used secondary data analysis and Questionnaire Survey to proceed with empirical analysis. The results show that the switching costs in terrestrial TV switch to DTV is the biggest, and the smallest is cable TV switch to IPTV. The government should transmit the clear policy to consumers and suppliers to make the fund more flexible, which were very important for digital TV switchover.

並列關鍵字

DTV ； set-top box ； switching cost ； IPTV

參考文獻

Burnham, T.A., Frels, J.K. and Mahajan, V., Spring (2003), “Consumer Switching Costs: A Typology, Antecedents, and Consequences,” Academy of Marketing Science, Vol.31, No.2, pp109-126.

Nilssen, T., “Two Kinds of Consumers Switching Costs, Winter (1992), ” Rand journal of economics, , Vol.23, No.4, pp 579-589.

Klemper, P., “Competition when Consumers have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade,” Review of Economic Studies, 62, pp515-537, 1995.

Ofcom, (2010) The communications Market: Digital Progress Report, Digital TV, pp1-18.

Kaisheng Kao, (2010). Digital Switchover in Chinese Taipei, APEC TELWG 41, Taipei.