免費內容還是免費閱讀券？數位漫畫平台的最佳定價策略

Abstract

隨著數位漫畫蓬勃發展，數位漫畫平台依照數位漫畫的連載特性，設計了全新的商業模式，將數位漫畫內容變現。本研究意欲探討數位漫畫市場常用的兩種商業策略：依時間發放的免費增值策略和期間限定的優惠券策略。這兩個策略的差異在於平台釋出漫畫集數的方式。在依時間發放的免費增值策略下，平台會逐漸免費釋出集數；而在期間限定的優惠券策略下，平台則會向讀者發放無法累積使用的優惠券，讓讀者可以在一定期間內閱覽特定集數。 本研究運用賽局理論模型分析讀者和擁有一部兩集完結作品之平台的互動和行為，旨在檢視兩種策略的優劣之處。我們發現當優惠券解鎖的內容品質和付費品質太接近，且讀者的耐心程度較低時，平台應採用依時間發放的免費增值策略。這是因為當讀者的耐心程度較低時，他們比較可能會提前解鎖尚未免費釋出的章節。此時，平台若採取發放優惠券的方式，會減少願意閱讀作品的讀者。另一方面，平台如果可以從不願接受較短閱讀期限、較低品質內容的讀者獲利，則採用期間限定的優惠券策略較佳。除此之外，當讀者變得較能預期或鑑賞作品品質時，平台會較傾向採用依時間發放的免費增值策略，因為這種策略能吸引更多的讀者。因此，平台在各國市場施行策略前，應先進行完整的消費者調查，並且積極管理創作者或工作室的作品品質，才能提升其利潤。

With the growing popularity of digital comics, digital comics platforms have introduced new business strategies to monetize the serialized nature of digital comics. This study examines two strategies employed by leading platforms: the time-dependent freemium strategy and the limited-duration voucher strategy. The two strategies differ in how episodes are made accessible to readers. The time-dependent freemium strategy involves gradual episode free releases, while the limited-duration voucher strategy offers non-cumulative vouchers to unlock specific episodes in a limited duration. The study aims to investigate the benefits and detriments for a platform to adopt either pricing strategy. We use a game-theoretic model to analyze the behaviors of a platform with a two-episode completed work and readers. We find that the time-dependent freemium strategy is recommended when low-quality voucher-unlocked content fails to generate sufficient demand and readers are impatient. This is because impatient readers are more likely to purchase advance episodes, while vouchers discourage readers from reading a work. On the contrary, the limited-duration voucher strategy is favorable as the platform can profit from readers who are reluctant to accept the low-quality content. In addition, as work quality becomes more predictable or readers become better at assessing quality, the platform tends to favor the time-dependent freemium strategy for its ability to attract a larger audience. To optimize profitability, comprehensive surveys and active regulation on creators or studios are crucial.