컨조인트 분석방법을 이용한 홈 유비퀴터스 네트워크 서비스의 수요 분석

Abstract

Horne networks consist of two or more horne appliances or Cornrnunication devices enabling themutIlal data cornrnunication between appliances SUCh as personal cornputers, refrigerators, phones,television Sets, personal digital assistants (PDA), etc,There arc three factors that create demand for the horne network services. The first factor isdeveloprnent of technology, Second, on the demand side, consurner demand for the horneappliances having access to the Internet is on the increase. Finally, producers necd a Strategy todeal with the problern of market Saturation.Horne networks are emerging markets. They are unique in that they unite informationtechnologies with hornc applianccs that provide new services. In this paper we study the mainattributes of horne network Services and analyze Consurnersl preferences for thern. Howevef, it isnot quite POSsible to USe the revealed preference al)proach Since the horne network market is stiuat an incipient stage. We therefore use the Co oint analysis method USing stated preference data.Conjoint analysis has been widely USed in the area of marketing for evaluating consurnerpreferellces for new prnducts and Services. It presents a hypothetical product to the respondentsalong }dth the producrs attributes and tIleir levels. The respondents are asked to either rank eachalternative or choose between Several hypothetical products. By estimatin Consurners Willingness to pay for the attributes Of the horne network services m[Idanalyzing Consurnery prcferences, Aye predict thc pattern of the developrnent of the horne networkservices and related technologies along Various quality dimensions. Based on the estimation res111ts,we draw policy implications for the national- and cornpany-lcvel Strategy