Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
권호 표지

A Study on WTP of Mobile Telephone Service Using the Contingent Valuation Method in Korea

조건부가치 추정법(CVM)을 이용한 국내 이동통신서비스에 대한 소비자 WTP 추정에 관한 연구

  • 정우수 (한국전자통신연구원 기술전략연구본부) ;
  • 임명환 (한국전자통신연구원 기술전략연구본부) ;
  • 송영화 (한국전자통신연구원 기술전략연구본부)
  • Published : 2008.07.31
Download PDF
⟨ Previous Next ⟩

Abstract

Contingent valuation method(hereafter CVM) is generally believed to be one of the most popular methods used for quantifying the value of non-market goods or services particularly by asking respondents of willingness to pay. This study deals with how to use CVM in calculating the value of mobile telephone service by suggesting methodology of estimation and eliminating biases. This study represents an attempt to estimate the WTP(Willingness To Pay) of the mobile telephone service using the face-to-face interview which is the qualitative technique is used. In this study, by using the single bound dichotomous choice model(SBDC) in order to analyze the valuation of mobile telephone service, WTP was estimated. Also we analyze the factors to pay for mobile service in which it becomes the important factor of demanding services. We used logit model. In order to provide robust estimates of WTP, we have used the Method of Montecarlo Simulation. Consequently, consumers showed that WTP about the mobile communications service is generally high. And it could know that the WTP will fell down as the specialized knowledge about the mobile communications frequency was high. It will be able to become the important part to not only the business carrier but also the policy maker to estimate the economic value of mobile telephone service.

Keywords

References

  1. 권미수, 김기환, 송영웅, 정보서비스의 가치 측정방법론 연구：조건부가치 측정법을 중심 으로, 한국전산원, 2004
  2. 김기환, "사용자중심의 정보화 정책 효과성 측 정방법 연구：조건부가치 측정법을 중심으로", 한국행정연구, 제16권, 제1호(2007), pp.1-27
  3. 김승우, Recent Development in valuing Environmental Amenties, KEI 기술현황 분석 보고서, 한국환경정책 평가연구원, 1993
  4. 박종현, "HSDPA 수용자 특성 및 이용 영향요 인", EIC 산업동향분석, 전자부품연구원, 2008
  5. 박종현, 김문구, "국내 통신소비자의 개인 특 성 및 서비스 이용 특성", 전자통신동향분석, 제22권, 제6호(2007), pp.194-205
  6. 안형택, 2G 번호이동성 비용편익 분석, 동 국대학교 경제경영연구원, 2004
  7. 유승훈, 곽승준, 신철오, "스팸메일의 불편비 용 추정", 정보통신정책연구, 제10권, 제1호 (2003), pp.71-93
  8. 이명호, 서무정, "이동통신의 국민경제적 기여와 소비자후생", Telecommunications Review, 제13권, 제3호(2003), pp.372-382
  9. 정군오, 이영수, 전자정부 서비스의 사회적 가 치측정에 관한 연구, 정보통신학술 연구과제 보고서, 정보통신부, 2004
  10. 정우수, 송영화, 박선영 "국내 3G 이동통신서 비스의 가치창출을 위한 마케팅 전략에 관한 연구", 2008 춘계학술대회, 한국마케팅관리학 회, 2008
  11. 정우수, 조병선, "국내 이동전화 통화수요의 요금탄력성 추정에 관한 연구", 한국통신학회 논문지, 제32권, 제6호(2007), pp.390-401
  12. Michell, R.C. and R.T. Carson, Using Surveys to Value Public Goods：The Contingent Valuation Method, Washington, D. C.：Resources for the future, 1989
  13. Arrow, K., R. Solow, P.R. Portney, E.E. Leamer, R. Radner, and H. Schuman, "Report of the NOAA Panel on Contingent Valuation," Fedral Register, Vol.58(1993), pp.4601-4614
  14. Boardman, Anthony, David Greenberg, Aidan Vining and David Weimer, Cost-Benefit Analysis：Concepts and Practice, Upper Saddle River, NJ, Prentice Hall, 1996
  15. Cameron, T.A. and J. Quiggin, "Estimation Using Contingent Valuation Data from a Dichotomous Choice with Follow-up Questionnaire," Journal of Environmental Economics and Management, Vol.27(1994), pp. 218-234 https://doi.org/10.1006/jeem.1994.1035
  16. Cameron, T.A. and D. James, "Efficient estimation methods for closed-ended contingent valuation surveys," Review of economics and Statistics, Vol.69(1987), pp.269- 276 https://doi.org/10.2307/1927234
  17. Davis, Rebert, "Recreation Planning as an Economic Problem," Natural Resources Journal, Vol.3, No.2(1963), pp.239-249
  18. Hanemann, W.M., "Welfare Evaluation in Contingent Valuation Experiments with Discrete Responses," American Journal of Agricultural Economics, Vol.66(1984), pp. 332-341 https://doi.org/10.2307/1240800
  19. Jorgensen, B., M. Wilson, and T. Heberlein, "Fairness in the contingent valuation of environmental public goods：attitude toward paying for environmental improvements at two levels of scope," Ecological Economics, Vol.36, No.1(2001), pp.133-148 https://doi.org/10.1016/S0921-8009(00)00210-X
  20. Kevin J. Boyle and John C. Bergstrom, Doubt, Doubts and Doubters：The genesis of a New Research Agenda? in Ian J. Bateman and Kenneth Willis(eds), Valuing Environmental Preferences：Theory and Practice of the Contingent Valuation Method in the US, EU and Developing Countries, Oxford University Press, (1999), pp. 183-206
  21. McFadden, D., "Contingent Valuation and Social Choice," American Journal of Agricultural Economics, Vol.76(1994), pp.689-708 https://doi.org/10.2307/1243732
  22. Teal, G. and J. Loomis, "Effects of gender and parental status on the economic valuation of increasing wetlands, reducing wildlife contamination and increasing salmon populations," Society and Natural Resources, Vol.13, No.1(2000), pp.1-14 https://doi.org/10.1080/089419200279207