本研究在經濟理論的基礎上，利用問卷方法萃取消費者的需求 彈性以及產品移轉率等資料，用以界定產品特定市場並評估大型水 平結合案件通過後的限制競爭效果。我們以公平交易委員會曾禁止 結合的好樂迪公司及錢櫃公司結合案為例，分析消費者在不同的假 設性情境下，面對候選市場產品聯合漲價時的替代選擇，在假設性 獨占者的分析架構下界定產品特定市場範圍，並以價格上漲壓力測 試衡量結合後的單方效果。研究結果顯示，產品特定市場範圍為錢 櫃、好樂迪、星聚點三家KTV 業者。此外，消費者在星聚點、好樂 迪及錢櫃公司間的高移轉率可牽制好樂迪及錢櫃公司在結合後，調 漲好樂迪產品價格的單方效果。

In this paper we design survey questions that gauge demand elasticities and diversion ratios of consumers in order to delineate product markets and to analyze the competitive effects of horizontal mergers. Using information obtained from our survey data, we examine the merger between Cashbox and Holiday in Taiwan＇s KTV industry by performing critical loss analysis and implementing upward pricing pressure tests. We find that the relevant market for KTV products only includes those from Cashbox, Holiday, and New CB Party. We also find that the entry of New CB Party has dampened the upward pricing pressure from the proposed merger between Cashbox and Holiday.