有料・無料ネット配信がパッケージ製品販売に与える影響:深夜アニメ市場の実証分析  [in Japanese] The Impact of Paid and Free Digital Distribution on Physical Sales:An Empirical Analysis of the Late-Night Animation Market  [in Japanese]

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Abstract

本研究では、コンテンツ産業におけるインターネット配信について、それらがパッケージ製品販売数に与える影響を、補完効果と代替効果という観点から理論的に整理する。そして、深夜アニメ市場の需要モデルを用いた実証分析によって、定量的な検証を行う。<br>作品をグループ、エピソードを系列とした固定効果法推定の結果、無料配信の補完効果は代替効果より大きく、パッケージ製品販売数に対して有意に正の影響を与えていた。そして、その大きさは、無料配信動画再生回数が1%増えるとパッケージ製品販売数が約0.10%増加するというものであった。また、有料配信は有意な影響を与えていなかった。このことから、少なくとも深夜アニメ市場については、インターネット配信を積極的に行うことが、生産者余剰と社会的厚生の増加に繋がることが確認された。<br>さらに、詳細な分析の結果、男性向作品では無料配信、有料配信共に有意に正の影響を与えていた一方で、女性向では共に有意な影響がなかった。そして、オリジナル作品と人気作以外では無料配信が有意に正の影響を与えていた一方で、オリジナル作品以外と人気作では無料配信も有料配信も有意な影響を与えていなかった。

In this paper, I discuss the impact that paid and free digital distribution have on the number of physical sales in the creative industry from the view point of complementary effects and substitution effects. Additionally, using panel data in which products are treated as groups and episodes of TV programs are treated as series, I estimate the relationship between the number of digital distribution views and the number of package physical sales in the late-night animation market.<br>The results showed that the complementary effect of free digital distribution is greater than a substitution effect, so free digital distribution has a significant positive impact on the number of physical sales. It was found that the number of physical sales increases by about 0.10% when free digital distribution views increase by 1%. In addition, paid digital distribution had no significant effect. From the above, it is proposed that digital distribution leads to an increase in the consumer surplus and the producer surplus in late-night animation market at least.<br>Furthermore, while a more detailed analysis revealed that both paid and free digital distribution had an effect on physical sales of products aimed at men, no such effects were seen for products aimed at women. In addition, free digital distribution of original works has a positive effect on physical sales, while paid and free digital distribution of other works have no effects. It was also found that free digital distribution of works by unknown producers has a positive effect on physical sales, while paid and free distribution of works by well-known producers have no effects.

Journal

  • Journal of Information and Communication Research  

    Journal of Information and Communication Research 33(1), 15-27, 2015 

    THE JAPAN SOCIETY OF INFORMATION AND COMMUNICATION RESEARCH

Codes

  • NII Article ID (NAID)
    130005091057
  • NII NACSIS-CAT ID (NCID)
    AN10063944
  • Text Lang
    JPN
  • ISSN
    0289-4513
  • NDL Article ID
    026502752
  • NDL Call No.
    Z6-1801
  • Data Source
    NDL  J-STAGE 
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