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http://dx.doi.org/10.15266/KEREA.2018.27.2.215

An Empirical Study on the Consumer Value of the Bundle Services in the Electricity Market  

Lee, Yoo-Soo (Korea Energy Economics Institute)
Won, DooHwan (Department of Economics, Pusan National University)
Publication Information
Environmental and Resource Economics Review / v.27, no.2, 2018 , pp. 215-231 More about this Journal
Abstract
It is expected that the korean power retail market will be reorganized someday. Thus, this study analyzes the changes in consumers' utility level when new companies enter the retail market and offer various bundled services. For the analysis, the utility function of the consumers was estimated using the conjoint choice method. The results of the analysis can be summarized in two-folds. First, consumer will still prefer KEPCO in electricity sales. Therefore, difficulties can be expected when new companies enter the power retail market. Second, consumers do not favor bundled services in the electricity market also. Bundled services would not provide as much as utility each service provide separately.
Keywords
Bundling services; Consumer value; Electricity market reorganization;
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