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Effects of Media Use Behavior on the Channel Bundle Preferences
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- Authors
- Issue Date
- 2016
- Citation
- Korean Journal of Policy Studies, Vol.31 No.1 pp. 113-131
- Keywords
- multichannel services ; channel bundle ; media use behavior ; mixed logit model
- Abstract
- This paper analyzes the factors that influence what kinds of preferences
consumers display with respect to channel bundles provided by multichannel
services (cable TV, DBS and IPTV) in Korea, focusing on consumers media
use behaviors as key determinants. For the analysis, we use the mixed logit
model and estimate the coefficients of interaction terms between household
attributes and characteristics of the channel bundles offered by multichannel
services. We find that households that prefer channel bundles composed of higher
viewer-rating programs have a tendency to spend more time watching terrestrial
broadcasters programs than other TV programs and allocate more time for surfing
the internet; that households that prefer channel bundles featuring various genres
are likely to spend more time surfing the internet and watching VOD via TV or
other digital devices; and that single dwellers or married couples without children
have preferences for channel bundles composed of more watched channels,
while upper-income households are less sensitive to price.
- ISSN
- 1225-5017
- Language
- English
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