선택실험법을 사용한 IP-TV 서비스에 대한 소비자 선호 분석Ex-ante Evaluation of the Consumers’ Preferences for Internet Protocol Television Services: a Choice Experiment Study
- Other Titles
- Ex-ante Evaluation of the Consumers’ Preferences for Internet Protocol Television Services: a Choice Experiment Study
- Authors
- 임혜진; 유승훈; 곽승준
- Issue Date
- 2011
- Publisher
- 한국산업경제학회
- Keywords
- Internet protocol television; consumer preference; choice experiment; willingness to pay; IP-TV; 소비자선호; 선택실험법; 지불의사
- Citation
- 산업경제연구, v.24, no.3, pp.1217 - 1237
- Indexed
- KCI
- Journal Title
- 산업경제연구
- Volume
- 24
- Number
- 3
- Start Page
- 1217
- End Page
- 1237
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/113601
- ISSN
- 1229-201X
- Abstract
- In Korea, with the explosive growth of the internet and the change in consumer demand, Internet protocol (IP) television (TV) service is emerging as a substitute for the existing digital Cable TV (CATV) and terrestrial Broadcasting. This paper attempts to provide an ex-ante evaluation of the consumers’ preferences for a new IT technology using a case of IP-TV with such attributes as multiple channels, re-transmission of terrestrial network channels, video-on-demand (VOD), commerce by television (T-commerce), banking by television (T-banking), and short message service (SMS). To this end, a choice experiment method is applied, which makes the respondents choose hypothetical IP-TV alternatives featuring various combinations of attributes, through a survey data conducted in Korea. Overall, respondents revealed significant willingness to pay for multiple channels, re-transmission, VOD, T-commerce, and T-banking, but were not willing to pay a significant amount for SMS. Using the marginal WTP, the expected prices of various potential IP-TVs also are calculated and policy implications drawn for national-and industry-level IT related strategies.
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Collections - College of Political Science & Economics > Department of Economics > 1. Journal Articles
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