| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 90 === Internet Company mainly maintained enterprises operate with ad income. However, the Web service and content charge will be on target after Internet Bubble burst. That is, enterprisers have unitary charge or third-level price discrimination by providing individual service. And the studies put more emphasis upon static pricing and less emphasis upon dynamic pricing or first-level discriminated pricing. So, the author is motivated to make this study to explore the practicability of first-level pricing. The author explores the desire for purchasing information products by the first-level price discrimination from Customer Value.
This study is based on Literature and categorizes Customer Value of Information Products in ten items of measurement: validity, understandability, objectiveness, availability, reliability, value, task-relevance, task-completeness, and time limitation of task. In theory, the higher Customer Value is; the higher pricing is.
This study is aimed to analyze content, offer the current conditions to enterprises, and make comparison with theory frame through case study. In experiment design, this study is to adopt individual techniques based on rules to achieve individual service. Then, it takes advantage of measurement of Customer Value to carry out first-level discriminated pricing. Finally, it identifies the practicability of the first-level discriminated pricing by the degree of desire for purchase.
The results of study show that the desire for purchase with the individualized and first-level discriminated pricing is stronger than the one without the individualized and first-level discriminated pricing. The first-level discriminated pricing is well carried out through individual techniques and Customer Value. According to the proved results, this study suggests that Information Providers should seek to know customer needs through individual techniques and put more emphasis upon measure of Customer Value. Also, they look for the most appropriate Customer Value Measure to themselves. Furthermore, they re-map out the total pricing system of the whole enterprise by means of individual techniques and customer value measure forms.
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