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An Analysis of Consumer Preferences among Wireless LAN and Mobile Internet Services

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Authors
Ahn, Jiwoon; Lee, Jongsu; Lee, Jeong-Dong; Kim, Tai-Yoo
Issue Date
2006-04
Publisher
한국전자통신연구원 = Electronics and Telecommunications Research Institute (ETRI)
Citation
ETRI Journal, vol. 28, no. 2, Apr. 2006, pp. 205-215
Keywords
Wireless data communicationrank-ordered logitBayesian estimation
Abstract
Wireless data communication (WDC) services are increasingly penetrating the market. The two main alternative WDC technologies are wireless LAN and mobile Internet. Services based on these technologies display differences in quality attributes such as terminal device, data transmission speed, pricing scheme and so on. How consumers choose between these two alternatives will be determined by their preferences regarding such quality attributes. In turn, their preferences will affect the evolution of WDC services and related technologies. This study employs a conjoint analysis of consumer valuations of quality attributes of wireless LAN and mobile Internet services. Respondents rate hypothetical service alternatives featuring various combinations of quality attributes. By estimating consumer willingness to pay for the attributes of WDC services, the authors predict the evolution of WDC services and related technologies along various quality dimensions, make a comparison with the results of a previous study, and draw policy implications for national- and company-level R&D strategies.
ISSN
1225-6463
Language
English
URI
http://hdl.handle.net/10371/8437
DOI
https://doi.org/10.4218/etrij.06.0105.0106
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College of Engineering/Engineering Practice School (공과대학/대학원)Dept. of Industrial Engineering (산업공학과)Journal Papers (저널논문_산업공학과)
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