TY - JOUR
T1 - Consumer Preferences for Digital Cable Broadcasting Service in Korea: A Choice Experiment Study
AU - Yoo, Seung Hoon
PY - 2016/8
Y1 - 2016/8
N2 - 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.
AB - 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.
U2 - 10.7545/ajip.2016.5.2.185
DO - 10.7545/ajip.2016.5.2.185
M3 - Article
SN - 2287-1608
VL - 5
SP - 185
EP - 196
JO - Asian Journal of Innovation and Policy
JF - Asian Journal of Innovation and Policy
IS - 2
ER -