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http://dx.doi.org/10.7545/ajip.2016.5.2.185

Consumer Preferences for Digital Cable Broadcasting Service in Korea: A Choice Experiment Study  

Ku, Se-Ju (Department of Economics, Korea University)
Yoo, Seung-Hoon (Graduate School of Energy and Environment, Seoul National University of Science and Technology)
Kwak, Seung-Jun (Department of Economics, Korea University)
Publication Information
Asian Journal of Innovation and Policy / v.5, no.2, 2016 , pp. 185-196 More about this Journal
Abstract
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.
Keywords
Digital cable broadcasting service; choice experiment; multinomial probit model; marginal willingness to pay;
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Times Cited By KSCI : 1  (Citation Analysis)
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