Ex-ante Evaluation of the Consumers’ Preferences for Internet Protocol Television Services: a Choice Experiment Study

Title
Ex-ante Evaluation of the Consumers’ Preferences for Internet Protocol Television Services: a Choice Experiment Study
Authors
임혜진유승훈곽승준
Keywords
IP-TV; 소비자선호; 선택실험법; 지불의사; Internet protocol television; consumer preference; choice experiment; willingness to pay
Issue Date
2011-06
Publisher
산업경제연구
Citation
VOL 24, NO 3, 1217-1237
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.
URI
http://pubs.kist.re.kr/handle/201004/41071
ISSN
1229-201X
Appears in Collections:
KIST Publication > Article
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