| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 103 === This study employs the optimal control model to analyze the impact factors of players entering/exiting an APP game. We consider the booster revenue and full-screen-style advertisement revenue in the firm’s profit function and assume the objective of the firm is maximizing his profit.
The results of comparative static analysis indicate
(1-1) The higher the marginal entry effect of easiness is, the easier the optimal easiness of game will be.
(1-2) The higher the marginal exit effect of easiness is, the easier the optimal easiness of game will be.
(2-1) The impacts of the advertisement rate, the diminishing rate of advertising fee and the average cost of system maintenance on the optimal amount of full-screen-style advertisement are positive.
(2-2) The impacts of the average proportion of players who buy booster and the booster’s price on the optimal amount of full-screen-style advertisement are negative.
(2-3) The impacts of the direct network externality, the discount rate, and the marginal exit effect of full-screen-style advertisement on the optimal full-screen-style advertisement are ambiguous.
(3-1) The impacts of the marginal exit effect of hard, the marginal entry effect of easiness, the marginal exit effect of easiness, the indirect network externality, the marginal entry effect of perceived playfulness and perceived playfulness on the optimal game players are positive.
(3-2) The impact of the basic full-screen-style advertisement rates on the optimal game players are negative.
(3-3) The impacts of the direct network externality, the diminishing rate of advertising fee, the average cost of system maintenance, the average proportion of players who buy booster, the booster’s price, the discount rate, and the marginal exit effect of full-screen-style advertisement on the optimal game players are ambiguous.
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