中文關鍵字：
數位平臺；消費者；廣告代理商；企業主；市場界定；；限制競爭、不公平競爭；隱私／個人資料
英文關鍵字：
Digital Platform；;Consumer；;Advertising Agency；;Enterprise；;Market Definition；;Restriction of Competitio;Unfair Competition；;Privacy/Personal Data
期刊及卷期：
公平交易季刊, 第31卷, 第4期, 第107-164 （TSSCI）頁
摘要：
由於資訊科技與網路技術的發達，數位平臺的重要性與規模也不斷提高，就市場價值而言，許多數位平臺已經成為全球性和具有主導性的公司。近年來，全球主要國家的競爭主管機關紛紛提出對數位市場的相關見解，並就此類新興競爭議題擬訂相關的規範或政策。本研究從檢視我國消費者、企業主、廣告代理商使用數位平臺（包括搜尋引擎、社群網路、影音平臺）的狀況，評估數位平臺在國內可能涉及的競爭議題。我們發現國內消費者最常使用的搜尋引擎、社群網路、影音平臺分別為Google、Line、YouTube，其中搜尋引擎、影音平臺以單棲居多數，持續使用原因為已習慣使用該平臺，而社群網路則以多棲為主，持續使用原因係因親朋好友都在使用，以及已習慣使用該平臺。無論是使用搜尋引擎、社群網路或影音平臺的消費者，原則上都有95%以上的使用者無意更換平臺，不過，即使更換平臺也有半數認為不致造成困擾。至於廣告代理商或企業主在數位平臺投放廣告的金額以500萬以下居多，但占其廣告投放比率平均達3成以上，主要考量係認為在數位平臺投放廣告比較可觸及目標客戶。對於在主要平臺投放廣告多數認為沒有不公平競爭疑慮，不過，如果數位平臺提供驗證廣告有效性機制，則多數贊同此一作法。惟在現行制度下，未來投放廣告的數位平臺仍以Google搜尋（關鍵字）居冠，Facebook次之。在評估數位平臺在國內可能涉及的競爭議題方面，由於國內消費者主要使用大型數位平臺的搜尋引擎、社群網路、影音平臺，在各平臺間的轉換成本不高，因此，尚無涉及競爭法疑慮。至於事業認為投放數位廣告過程面臨機制運作不透明、僅能單方面接受平臺提供的結果、機制說明不完整、資訊不足等，可進一步針對數位平臺是否單方面變動平臺規則，或利用資訊不透明而妨礙其他數位平臺與之競爭，抑或數位平臺未提供交易相對人廣告機制運作之重要資訊，而值得主管機關加以關注。
The advancement of information technology and internet technology has continuously increased the importance and scale of digital platforms. In terms of market value, many digital platforms have become global and dominant companies. In recent years, competition authorities in major countries around the world have put forward their insights on the digital market and formulated relevant regulations or policies with regard to emerging competition issues. This study examines the usage of digital platforms (including search engine platforms, social network platforms, and video platforms) by surveying consumers, advertisers, and media agencies in Taiwan, and in accordance with the data evaluating the competition issues that digital platforms may involve. It is found that the search engines, social networks, and audio-visual platforms most used by Taiwanese consumers are Google, Line, and YouTube, respectively. Among them, the most single homing takes place in relation to search engines and audio-visual platforms. The reason for their continued use is that consumers are accustomed to using such platforms. Social networks are mainly multi-homing, and the reason for their continued use is that these platforms are used by friends and family, and they are easy to apply. Regardless of whether the consumers use search engines, social networks or audio or video platforms, in principle more than 95% of users have no intention of changing platforms. However, even if users change platforms, it will not cause any trouble for half of them. As for advertising agencies or business owners, most of the advertising amounts on digital platforms are less than 5 million, and account on average for more than 30% of their advertising. This is because by paying for advertising on digital platforms they will reach their target customers more easily. Most users believe that there are no concerns about competition issues when it comes to advertising on major platforms. In addition, most of them agree that the digital platform provides a mechanism to verify the effectiveness of advertising. Google search (based on the keyword) will still be the top digital platform for advertising in the future, followed by Facebook. In terms of evaluating the competition issues that may face digital platforms in Taiwan, since the switching costs for users between various platforms are not high, there are no competition issues involved. However, businesses (advertising agencies and enterprises) may encounter a lack of transparency in the operating mechanism, the unilateral acceptance of platform-provided results, incomplete explanations, and insufficient information when engaging in digital advertising. The competition authorities could further consider whether digital platforms unilaterally change platform rules, hinder competition from other digital platforms by using information opacity, or withhold important information on the operation of the advertising mechanism.
