作者
鍾暳陵 (中國文化大學國際貿易學系)
蘇婷 (國立東華大學人文社會科學學院亞太區域研究博士)
林燕淑 (國立東華大學經濟學系)
施姵全^* (銘傳大學國際企業學系)

Authors
Hui-Ling Chung (Department of International Trade, Chinese Culture University)
Suwannajoi Suttiwan  (Asia-Pacific Regional Studies, College of Humanties and Social Sciences, National Dong Hwa University)
Yan-Shu Lin (Department of Economics, National Dong Hwa University)
Pei-Cyuan Shih^* (Department of International Business, Ming Chuan University)

中文摘要
本研究旨在探討網路服務平台廠商 (ISP) 提升高品質和低品質內容提供者 (CP) 的品質研發。我們建立一個 Hotelling 模型，其中獨占 ISP廠商提供網路服務平台於兩家分別為高品質以及低品質的內容服務供應商和消費者。我們證明平台的差異或受監管（單一）品質研發對組合定價、兩 CP 廠商利潤、消費者剩餘和社會福利至關重要。研究結果顯示，在覆蓋市場中，低品質 CP 和高品質 CP 在透過單一品質提升的研發 (R&D) 下利潤較高。然而，與單一品質研發相比，差異性研發對 ISP廠商利潤、消費者剩餘和社會福利更有利。我們也將分析擴展到未覆蓋市場，結果顯示消費者剩餘和社會福利仍然在差異性研發下較高，但低品質 CP 廠商利潤轉而提高，而 ISP 廠商和高品質 CP 廠商的利潤並不明確。我們也延伸探討 ISP 和 CP 之間的議價力如何影響品質研發、定價策略和社會福利，並證明我們的主要結果在存在議價力下仍然成立。

Abstract
This research considers the incentive of Internet service providers (ISPs) to upgrade the delivery quality of high- and low-quality content providers (CPs). Building a Hotelling model where a monopolistic ISP interacts with two mobile service providers and consumers through an ISP, we demonstrate that discriminatory or regulated (uniform) quality upgrades as the platform critically affects composite pricing, CP surplus, consumer surplus, and social welfare. Findings show that a low-quality CP and a high-quality CP are always better off with uniform research and development (R&D) in a covered market. However, the ISP, consumer surplus, and social welfare are always better off with discriminatory R&D versus uniform R&D. Our analysis extends to an uncovered market, showing that a low-quality CP, consumer surplus, and social welfare are always better off with discriminatory R&D, but the profits of the ISP and high-quality CP are ambiguous. We also examine how the bargaining power between the ISP and CPs influences quality packages, pricing strategies, and social welfare. Our main results remain valid even when incorporating the bargaining power between the ISP and CPs.

中文關鍵字
平台、群體間外部性、差異研發、單一研發、品質提升研發

Keywords
Platforms, Inter-group Externality, Discriminatory R&D, Uniform R&D, Quality Improving R&D