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http://dx.doi.org/10.5392/JKCA.2019.19.06.663

An Analysis of Consumer Preferences for Forecasting a Dominant Design of the Next Generation TV Display Technology: A Conjoint Analysis  

Lee, Min Woo (한국기술교육대학교 IT융합과학경영대학원 반도체디스플레이과학경영학과)
Ji, Ilyong (한국기술교육대학교 IT융합과학경영대학원 반도체디스플레이과학경영학과)
Publication Information
The Journal of the Korea Contents Association / v.19, no.6, 2019 , pp. 663-675 More about this Journal
Abstract
During the last decade, the dominant design of display has been LCD, and it has been led by Korean manufacturers. However, their leading positions has been recently threatened by Chinese manufacturers, Korean manufacturers are endeavoring to move toward next generation display technologies. They embarked on standards battle to win dominant design especially in the next generation display market for TVs by launching new technologies such as Quantum-dot display and OLED. While there are a number of factors of dominant design, it is expected that the technical attributes of the technology itself may be the most significant factor. For this reason, this research scrutinizes consumer preferences for technical attributes, and attempts to provide implications for standards battle in the display (for the TVs) sector. For this purpose, we employed a conjoint analysis for the preferences of potential consumers. The results show that potential consumers prefer displays with higher resolution, natural color, and durabillity.
Keywords
Display; QLED; OLED; Standard; Dominant Design; Conjoint; LCD; PDP;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
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