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http://dx.doi.org/10.7472/jksii.2012.13.2.1

Estimation of Willingness To Pay for Mobile Data Service  

Ko, Chang-Youl (한국정보통신산업연구원)
Lee, Sang-Woo (한국전자통신연구원)
Park, Joon-Ho (한양대학교 경영학과)
Jeong, Nae-Yang (한국전자통신연구원)
Publication Information
Journal of Internet Computing and Services / v.13, no.2, 2012 , pp. 1-11 More about this Journal
Abstract
The purpose of this paper is to estimate 'willingness to pay' for mobile data service by using contingent valuation method with double bounded dichotomous choice question. The findings are as follows.: First, the willingness to pay of mobile data service is considerably lower than current retail price. Second, the perceived degree of mobile data service such as awareness and benefit recognition is positively related to the willingness to pay of mobile data service. Our results suggest that active promotion and strengthening of the content of mobile data service are needed in order to enhance the profitability of mobile operators. The analysis results will be used to set the mobile operator's pricing strategy and to build up a successful communication policies in the mobile ecosystem.
Keywords
Mobile Data Service; Willingness To Pay; CVM; DBDC Question; Communication Policies;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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