KDI JEP Market Power of Internet Portals with Direct and Indirect Network Externality December 31, 2009
December 31, 2009
In the internet portal industry, the indirect network externality from portal visitors to advertisers and the direct network externality among portal visitors have important implications for anti-trust policies. This paper examines the existence and the magnitude of the direct/indirect network externality in the Korean internet portal industry and measures its effect on the market power of the internet portals. The results show that the direct/indirect network externality is substantive in the industry hence the market share of a portal in the visitors' side has the ‘leverage’ effect on its market power in the advertisers’side.
- Contents
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Ⅰ. 서 론
Ⅱ. 선행 연구
Ⅲ. 국내 인터넷포털 산업
Ⅳ. 데이터
Ⅴ. 모 형
Ⅵ. 추 정
Ⅶ. 추정 결과
Ⅷ. 네트워크 외부성 분석
Ⅸ. 결 론 참 고 문 헌
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