임혜진 유승훈 곽승준 2024-01-20T17:01:06Z 2024-01-20T17:01:06Z 2021-09-06 2011-06 1229-201X https://pubs.kist.re.kr/handle/201004/130277 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. English 한국산업경제학회 선택실험법을 사용한 IP-TV 서비스에 대한 소비자 선호 분석 Ex-ante Evaluation of the Consumers’ Preferences for Internet Protocol Television Services: a Choice Experiment Study Article 2 산업경제연구, v.24, no.3, pp.1217 - 1237 산업경제연구 24 3 1217 1237 kci ART001560603 Internet protocol television consumer preference choice experiment willingness to pay IP-TV 소비자선호 선택실험법 지불의사