抄録
In this paper, based on the economic characteristics of information goods, I confirm what kind of market characteristics the media industry originally has, and examined how the new entry of net media influences the information goods market.
First, I confirm the characteristics of the supply side of media. Specifically speaking, I indicate that consumption of information goods has external effect on the users preference, so that the media market will be the two-sided market, and the composition of the media’s revenue depend on the relative relationship between advertisement effectiveness and consumer’s disutility of advertisement.
Second, I confirm the characteristics of the demand side of media. I show that the time-consuming cost and effort cost besides production cost are required on the consumption of the information goods. And how these costs influence effect on the user’s selection of contents is analyzed by the theoretical and empirical model.
Finally, I discuss about the result of competition over attention in the information goods market due to new entries through the Internet. I point out that it becomes difficult to maintain the quality of information goods in advertising media and that there is a possibility that the separation between the pay media and the sponsored media may accelerate.
