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廣告外溢效果對廠商區位選擇之影響 = Advertisement Spi...

國立高雄大學經營管理研究所

廣告外溢效果對廠商區位選擇之影響 = Advertisement Spillover Effect on Location Choice

Record Type:	Language materials, printed : monographic
Paralel Title:	Advertisement Spillover Effect on Location Choice
Author:	王瑾瑜,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	民100
Description:	44葉圖 : 30公分;
Subject:	區位選擇
Subject:	Location Choice
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/94202747938037486922
Notes:	參考書目：葉35-38
Notes:	內容為英文
Summary:	當廠商和其他廠商競爭時，會投資廣告提供消費者商品資訊，以提升消費者對商品品質的認知。然而，傳遞資訊的廣告有外溢效果。即一家廠商廣告自家商品品質，廣告效果會擴散至競爭廠商的商品。本文從外溢效果的角度，將消費者取得廣告商品的方式分為兩種，一為消費者支付運輸成本至廠商所在處購買商品，二為廠商負擔配銷成本將商品送到消費者所在處。採用Hotelling model架構一個三階段賽局，分別討論在這兩種情況下，廣告外溢效果對廠商區位選擇之影響。研究發現，不論是消費者支付運輸成本取得商品，或廠商負擔配銷成本提供外送服務，廣告外溢效果對兩廠商聚集之決策呈正向的影響。即使兩模型得出相同的結果，但可做不同的解釋。在消費者負擔運輸成本的模型裡，廣告外溢效果很大會吸引廠商聚集；在廠商支付配銷成本的模型裡，廣告外溢效果很大會使的廠商數量減少。尤其，當廣告效果完全外溢，總公司只會授權一家廠商代理負責整個市場的營運和需求。本文更進一步與Nelson的文章做比較。Nelson將廣告商品分為搜尋品與體驗品。我們認為搜尋品品質資訊較體驗品品質資訊容易傳遞，屬於廣告外溢效果較大的廣告商品類型，體驗品屬於廣告外溢效果較小的商品。並提出銷售搜尋品的廠商會比銷售體驗品的廠商容易聚集。本研究結果與Nelson結論相符。 When firms compete with their rivals, they invest in advertisement to provide consumers information for enhancing consumers’ awareness of their product quality. But informative advertisement has the spillover phenomena in nature. When a firm advertises its product quality, advertisement effect will diffuse to its rival’s product. Consumers have two ways to obtain the advertisement product: (1) Consumers pay the transportation costs for purchasing products. (2) The firms spend the distribution costs delivering the products to consumers’ locations. We adopt Hotelling model and set up a three-stage game model for investigating the advertisement effects on firms’ location choices. The results of both cases show the advertisement spillover effect will positively influence the two firms’ clustering considerations. Though the two cases have the same result, the conclusions can be used in different application. When the transportation cost is paid by consumer, the firms will cluster because of higher spillover effect; when the distribution cost is paid by firm, the number of firms will decrease since the spillover effect is higher.We further compare this paper with Nelson’s research. Nelson made a distinction between qualities of advertisement goods: search goods and experience goods and concluded that stores sell search goods cluster more than stores sell experience goods. We consider advertisement for search goods can be transmitted easily and then search goods have greater advertisement spillover effect than experience goods. Our finding of advertisement spillover effect is identical with Nelson’s conclusion.

廣告外溢效果對廠商區位選擇之影響 = Advertisement Spillover Effect on Location Choice
王, 瑾瑜

廣告外溢效果對廠商區位選擇之影響 = Advertisement Spillover Effect on Location Choice / 王瑾瑜撰 - [高雄市] : 撰者, 民100. - 44葉 ; 圖 ; 30公分.
參考書目：葉35-38內容為英文.
區位選擇Location Choice

廣告外溢效果對廠商區位選擇之影響 = Advertisement Spillover Effect on Location Choice
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330 $a 當廠商和其他廠商競爭時，會投資廣告提供消費者商品資訊，以提升消費者對商品品質的認知。然而，傳遞資訊的廣告有外溢效果。即一家廠商廣告自家商品品質，廣告效果會擴散至競爭廠商的商品。本文從外溢效果的角度，將消費者取得廣告商品的方式分為兩種，一為消費者支付運輸成本至廠商所在處購買商品，二為廠商負擔配銷成本將商品送到消費者所在處。採用Hotelling model架構一個三階段賽局，分別討論在這兩種情況下，廣告外溢效果對廠商區位選擇之影響。研究發現，不論是消費者支付運輸成本取得商品，或廠商負擔配銷成本提供外送服務，廣告外溢效果對兩廠商聚集之決策呈正向的影響。即使兩模型得出相同的結果，但可做不同的解釋。在消費者負擔運輸成本的模型裡，廣告外溢效果很大會吸引廠商聚集；在廠商支付配銷成本的模型裡，廣告外溢效果很大會使的廠商數量減少。尤其，當廣告效果完全外溢，總公司只會授權一家廠商代理負責整個市場的營運和需求。本文更進一步與Nelson的文章做比較。Nelson將廣告商品分為搜尋品與體驗品。我們認為搜尋品品質資訊較體驗品品質資訊容易傳遞，屬於廣告外溢效果較大的廣告商品類型，體驗品屬於廣告外溢效果較小的商品。並提出銷售搜尋品的廠商會比銷售體驗品的廠商容易聚集。本研究結果與Nelson結論相符。 When firms compete with their rivals, they invest in advertisement to provide consumers information for enhancing consumers’ awareness of their product quality. But informative advertisement has the spillover phenomena in nature. When a firm advertises its product quality, advertisement effect will diffuse to its rival’s product. Consumers have two ways to obtain the advertisement product: (1) Consumers pay the transportation costs for purchasing products. (2) The firms spend the distribution costs delivering the products to consumers’ locations. We adopt Hotelling model and set up a three-stage game model for investigating the advertisement effects on firms’ location choices. The results of both cases show the advertisement spillover effect will positively influence the two firms’ clustering considerations. Though the two cases have the same result, the conclusions can be used in different application. When the transportation cost is paid by consumer, the firms will cluster because of higher spillover effect; when the distribution cost is paid by firm, the number of firms will decrease since the spillover effect is higher.We further compare this paper with Nelson’s research. Nelson made a distinction between qualities of advertisement goods: search goods and experience goods and concluded that stores sell search goods cluster more than stores sell experience goods. We consider advertisement for search goods can be transmitted easily and then search goods have greater advertisement spillover effect than experience goods. Our finding of advertisement spillover effect is identical with Nelson’s conclusion.
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