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  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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

Asian Journal of Innovation and Policy / Asian Journal of Innovation and Policy, (P)2287-1608; (E)2287-1616
2016, v.5 no.2, pp.185-196
구세주 (고려대학교 경제연구소)
유승훈 (서울과학기술대학교)
곽승준 (고려대학교)
  • 다운로드 수
  • 조회수

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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Asian Journal of Innovation and Policy