知識網站之資訊價值評估模型

Abstract

在資訊科技與網際網路蓬勃發展，資訊產生的速度越來越快，而且資訊的傳播不受時空的限制。今日網際網路已成為最大的知識提供者，以知識為基礎的網站能提供人們有價值的資訊或知識。然而，就我們所知，目前並沒有人研究知識網站的資訊價值評估的模型。因此，在本篇論文中，我們首先找出影響網站資訊價值的因素，包括網站內容的數量、廣告的數量、流量、與內容的品質。然後，利用最佳控制理論建構一個資訊價值評估模型，並分兩種情況分析所建構的模型。首先，我們先將文章品質變數設為常數，探討流量如何影響網站內容的數量、廣告的數量、與資訊的價值。接著，我們探討文章品質與網站流量，這兩個因素如何影響網站內容的數量、廣告的數量、與資訊的價值。在文章品質設為常數時，我們發現網站內容的衍生價值、網站流量皆可對文章數量產生正面的影響。而廣告的成長趨勢則與廣告的衍生價值、網站內容的品質與使用者對於品質的敏感性有著正面的關係。我們也發現動態配置文章品質，可以提供網站更靈活的管理策略，可讓網站找到最適於自身的內容與廣告策略，以達到更高的網站資訊價值。最後，我們探討其管理意涵，以及它對網站管理策略的影響。

With advance of information technology and the popularization of Internet, the information on websites has been created at unprecedented speed, and distributed boundlessly beyond spatial and temporal limitations. A knowledge-based website may provide us valuable information or knowledge; however, to the best of our knowledge, little research has been dedicated on valuing the information on a knowledge-based website. Therefore, in this thesis, we propose an information valuation model for knowledge-based websites. We first identify the contributing factors for the value of a knowledge-based website, namely, the amount of content, the amount of ads, the web traffic, and the content quality. Then, we utilize the optimal control theory to propose an information valuation model based on these factors, and analyze the proposed model in two aspects. First, we evaluate how the value of website, the amount of content, and the amount of ads are affected by the web traffic, where the content quality is set to a constant. Next, we evaluate how the value of website, the amount of content, and the amount of ads are simultaneously affected by the web traffic and the content quality. We also compare and derive the analytical results for both aspects. When the content quality is a constant, the amount of content increases with the rate of content-derived value, and the sensitivity to web traffic. However, it decreases with the sensitivity to quality. In addition, the amount of ads increases with the rate of ad-derived value, the content quality, the sensitivity to quality, and the sensitivity to web traffic; however, it decreases as the disutility of ads increases. Moreover, we find that the dynamic content quality allows the website to implement different strategies to retain or even increase the value of website. Finally, we discuss the management implications derived from the proposed models and how they affect the pricing and marketing strategies for knowledge-based websites.