Abstract
SMART TV, which has an operating system like smart phone offers a new TV service allowing various applications to be downloaded through the internet. Many people has concerned about policies and strategies on SMART TV as it becomes a new media recently. Thus, this paper attempts to apply a conjoint analysis to quantifying the SMART TV's four attributes(VOD service based on web, picture quality -SD, HD, UHD-, a real-time information service, T-commerce). As a result, the choice works for selecting a preferred option among three alternative options were within respondents' ability and the marginal willingness-to-pay estimates were statistically different from zero. The quantitative information provided in this study can be usefully employed in the decision-making process related to SMART TV polices.
| Translated title of the contribution | Consumers’ Preference on SMART TV |
|---|---|
| Original language | Korean |
| Pages (from-to) | 1401-1417 |
| Number of pages | 17 |
| Journal | 산업경제연구 |
| Volume | 25 |
| Issue number | 2 |
| State | Published - Apr 2012 |