A Research of the Relationship Between Customer Equity and Market Value for One Internet Company: A Case Study ofNetflix Company

• Main Authors: Hsiu-Man Liu, 劉秀曼
• Other Authors: Ruei-Shan Lu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/71325651953124681327

碩士 === 德明財經科技大學 === 資訊管理系 === 102 === The estimation of market value of internet companies is an important issue on the marketing and investment. Past studies have used Tobin's Q to measure the value of intangible assets, and most of them used to quantify the relationship between the value of R&D spending, patent and corporate culture and Tobin's Q. However, there are few researchers to explore the use of Tobin's Q value on market value of internet firms. Therefore, this study leading U.S. online DVD movies rental site Netflix for the study, and financial information from the first quarter of 2006 as the fourth quarter of 2010, sampling and analysis, study of Tobin's Q and relationship with customer equity, market value and relationship with customer equity, market value and relationship with customer equity, market value / customer equity. For Netflix, the number of members is main source of profitability. However in the past, there are no enough studies revealed that whether the creation of the customer equity will create a direct impact on the share price or not. Therefore, this study will do an empirical research on the relationship between customer equity and market value. SPSS was used as the statistical analysis and regression testing tool related to variables. The regression results show that: 1. Tobin's Q and customer equity has the explanatory power of 86% R squared. 2. market value and customer equity has the explanatory power of 86% R squared. 3. market value and customer equity, market value/customer equity has the explanatory power of 97% R squared.