Consumer Preferences for Digital Cable Broadcasting Service in Korea: A Choice Experiment StudyConsumer Preferences for Digital Cable Broadcasting Service in Korea: A Choice Experiment Study
- Other Titles
- Consumer Preferences for Digital Cable Broadcasting Service in Korea: A Choice Experiment Study
- Authors
- 구세주; 유승훈; 곽승준
- Issue Date
- 2016
- Publisher
- 아시아기술혁신학회
- Keywords
- Digital cable broadcasting service; choice experiment; multinomial probit model; marginal willingness to pay
- Citation
- Asian Journal of Innovation and Policy, v.5, no.2, pp.185 - 196
- Indexed
- KCI
OTHER
- Journal Title
- Asian Journal of Innovation and Policy
- Volume
- 5
- Number
- 2
- Start Page
- 185
- End Page
- 196
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/90842
- ISSN
- 2287-1608
- Abstract
- A digital cable broadcasting service is a multimedia broadcasting service that provides high definition and various supplementary services by using digital transmission. Korea implemented a complete digital broadcasting service by 2012. This study applied a choice experiment to investigate consumer preferences, and it calculated the marginal willingness to pay for this service. Moreover, we employed a multinomial probit model to relax the assumption that all respondents have the same preference for attributes being valued. The results suggest that respondents value channels, definition, video-on-demand (VOD) service, pay-per-view (PPV) service, and commerce based on TV (T-commerce). On the other hand, online gaming may be less important as an attribute for digital cable broadcasting service in Korea.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - College of Political Science & Economics > Department of Economics > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.