兩岸線上遊戲廠商之投入擁擠效率

A Congestion Efficiency Study of Online Game Companies in Taiwan and Mainland China

王睦翔(Mu-Hsiang Wang)

指導教授 ： 胡均立

國立交通大學/管理學院/經營管理研究所/碩士(2015年)

https://doi.org/10.6842/NCTU.2015.00233

摘要

本篇研究運用Tone and Sahoo (2004) 所提出的投入擁擠效率模型，探討2009年至2013年間兩岸地區大型線上遊戲廠商之投入擁擠效率，並透過模型獲得之理想投入除以實際投入計算分項效率值，最後以Tobit迴歸探討臺灣/中國、外銷佔總營收比率、總員工數、廠商規模、廠商營運之大型多人角色扮演線上遊戲
(Massive Multiplayer Online Role Playing Game，MMORPG)等因素對投入擁擠效率與分項投入效率之影響。研究結果顯示，兩岸線上遊戲廠商每年有三成以上出現擁擠現象，且臺灣地區線上遊戲廠商出現之擁擠現象比率較高。在整體擁擠效率之表現上，中國地區廠商優於臺灣地區廠商。臺灣/中國對投入擁擠效率、推銷費用效率、營運成本效率有顯著負向影響；廠商外銷佔總營收比例對投入擁擠效率有顯著正向影響；廠商營運之MMOPRG數對營運成本效率有顯著負向影響；公司規模對投入擁擠效率與營運成本效率皆有顯著負向影響。

關鍵字

Tobit迴歸 ； 分項投入效率 ； 兩岸線上遊戲 ； 資料包絡分析法 ； 擁擠效率

並列摘要

This study first measures the congestion efficiency of 20 online game companies operating in Taiwan or in China during 2009 to 2013 by using the data envelopment analysis (DEA) approach of Tone and Sahoo (2004). Then, by dividing the ideal inputs to actual inputs, we acquire disaggregate input efficiency. We also use Tobit regression to estimate the effects of TW/CH, export ratio, employees, firm size and each company’s MMORPGs (Massive Multiplayer Online Role Playing Game) to the congestion efficiency and disaggregate input efficiency. The results show that more than 30% of companies face a congestion situation every year, and it happened more often in Taiwan companies. Also China companies get higher congestion efficiency than Taiwan companies. Location in Taiwan has significantly negative effects on congestion efficiency, selling expenses efficiency, operating expenses efficiency to DMUs. Export ratio has significant positive effects on congestion efficiency to DMUs. MMORPGs have significant negative effects on congestion efficiency to DMUs. The Firm size has significant negative effects on congestion efficiency and operating expenses efficiency to DMUs

並列關鍵字

Online game companies ； Congestion efficiency ； DEA ； Disaggregate input efficiency ； Tobit regression

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