一条传入的消息值多少钱?评估呼叫外部性

C. Rojas
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引用次数: 5

摘要

电子通信市场的一个特点是,消费者加入或使用通信网络的决定会对网络的其他用户产生两种影响:网络外部性和呼叫外部性。前一种效应被定义为用户在新订阅者加入网络时获得的好处(现在可以接触到扩展的客户群)。从理论和政策的角度来看,这种影响的存在和程度都很重要。因此,其在各种网络市场中的实证重要性已在文献中得到证明。呼叫外部性被定义为消费者从另一个用户接收消息(例如呼叫)时获得的利益,它在网络竞争理论的均衡预测和最近实证工作的结果中都起着至关重要的作用;然而,与网络外部性相反,没有人试图量化其经验重要性。在本文中,我报告了一项旨在引出和估计呼叫外部性的研究结果。数据是通过一个状态偏好选择实验生成的,该实验旨在匹配理论和厄瓜多尔移动行业的几个特征。为了提高结果的外部有效性,选择实验在全国492个不同的配备互联网的政府运营地点对2500多人进行了管理。我发现呼叫外部性在这个市场中非常重要,但其强度在很大程度上取决于呼叫类型(在线还是离线)以及用户类型(预付费还是后付费)。在线呼叫的呼叫外部性参数估计为0.67,而离线呼叫的呼叫外部性的显著性要小得多(经济上和统计上)。此外,我发现市场中呼叫外部性的存在主要是由预付费用户驱动的。
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How Much is an Incoming Message Worth? Estimating the Call Externality
A feature of electronic communication markets is that a consumer's decision to join or use a communications network can generate two effects on other users of the network: a network externality and a call externality. The former effect is defined as the benefit that users receive when a new subscriber joins the network (an expanded customer base can now be reached). The existence and magnitude of this effect is important from both theoretical and policy points of view. As a consequence, its empirical importance in various network markets has been documented in the literature. A call externality is defined as the benefit that a consumer derives when receiving a message (e.g. call) from another user, and it plays a crucial role both in the equilibrium predictions of theories of network competition and in the results of recent empirical work; however, as opposed to the network externality, no attempt has been made to quantify its empirical importance. In this paper I report results of a study designed to elicit and estimate the call externality. The data were generated using a stated-preference choice experiment designed to match theory and several characteristics of the mobile industry in Ecuador. To enhance the external validity of the results, the choice experiment was administered to over 2,500 individuals using 492 different internet-equipped government-run locations throughout the country. I find that call externalities are quite important in this market, but that their intensity depends heavily on the type of call (on-net v. off-net) as well as on the type of user (pre-paid v. post-paid). The call externality parameter for on-net calls is estimated at 0.67, while the significance of the call externality for off-net calls is significantly smaller (economically and statistically). Further, I find that the existence of call externalities in the market are mostly driven by pre-paid users.
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