Using Nonlinear Interval Regression Modelto Analyze Willingness to Pay for Online Music

• Main Authors: CHIA-HUI YUN, 雲家慧
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/36326892784129387587

碩士 === 中原大學 === 企業管理研究所 === 96 === The popularization of broadband provide the various in music channel to consumer. The criteria of DRM (Digital Rights Management) is established completely and to punish the firms of the P2P (Kuro, ezPeer) makes the domestic well-know firms begin to invest in online music market. It compare with the booming development of online music, the domestic online music operators only earnings meager gross profit in distributing profit, and have to depend on a lot of members to pay for the music in order to share the costs and expand the market. However the paying member only has the comparison of member about 10% and obviously influences the key of operator's existence. The market research discover the consumers on using online music, “Unwilling to pay” and “Feel that the price is too expensive” are the main reasons why they don’t want pay. It shows that the willingness to pay of the online music users with online music executive list price of the rationality is the subject that one is very worth to research. The WTP is subjectively evaluated by consumers, therefore it is reasonable for the different online music operators to use nonlinear interval regression model analyze the upper bound and the lower bound of consumers’ WTP, by nonlinear interval regression model analyze rational pricing of domestic online music firms. The results show that the average predicted interval WTP of consumers are lower than the pricing of KKBOX and ezPeer+. It indicate that consumer feel the price is too expensive. The firms should anew evaluate the price or use other marketing to attract consumers to pay higher.