Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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Using Choice-Based Conjoint Analysis to Determine Smartphone Choice - a Student's Perspective

  • Baganzi, Ronald (Business Administration at the School of Management, Kyung Hee University) ;
  • Shin, Geon-Cheol (Marketing and Business Strategy at the School of Management, Kyung Hee University) ;
  • Wu, Shali (Marketing at the School of Management at Kyung Hee University)
  • Received : 2017.10.31
  • Accepted : 2017.12.06
  • Published : 2017.12.31
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Abstract

The ability of smartphones to facilitate various services like mobile banking, e-commerce and mobile payments has made them part of consumers' lives. Conjoint analysis (CA) is a marketing research approach used to assess how consumers' preferences for products or services develop. The potential applications of CA are numerous in consumer electronics, banking and insurance services, job selection and workplace loyalty, consumer packaged goods, and travel and tourism. Choice-Based Conjoint (CBC) analysis is the most commonly used CA approach in marketing research. The purpose of this study is to utilise CBC analysis to investigate the relative importance of smartphone attributes that influence consumer smartphone preference. An experiment was designed using Sawtooth CBC Software. 326 students attempted the online survey. Utility values were derived by Hierarchical Bayes (HB) estimation and used to explain consumers' smartphone preferences. All the six attributes used for the study were found to significantly influence smartphone preference. Smartphone brand was the most important, followed by the price, camera, RAM, battery life, and storage. This study is one of the first to use Sawtooth CBC analysis to assess consumer smartphone preference based on the six attributes. We provide implications for the development of new smartphones based on attributes.

Keywords

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