S-Space College of Engineering/Engineering Practice School (공과대학/대학원) Dept. of Industrial Engineering (산업공학과) Journal Papers (저널논문_산업공학과)
신규 융합형 방송서비스 속성에 대한 소비자 선호 분석을 통한 미래방송서비스 시장 예측
Forecasting Future Broadcasting Service Market based on the Consumer Preferences for the Attricutes of New Convergence Broadcasting Services
- 고대영; 이종수; 김태유
- Issue Date
- 기술혁신연구, 제14권 제1호, pp. 227-254
- Telecommunication and Broadcasting Convergence; New Convergence Broadcasting Service; Consumer Preference; Conjoint Analysis
- Under the recent trend of telecommunications and broadcasting
convergence, much more various forms of new convergence broadcasting services
are being introduced than ever before. Owing to the unique advantages, new
convergence broadcasting services are expected to bring drastic changes to the
current broadcasting service market.
In this research, we attempt to examine what kind of attributes critically affect
the competition among new convergence broadcasting services, and how much
competitive they will be, based on the quantitative information about consumer
preferences for the important attributes of new convergence broadcasting services.
Conjoint survey was used in order to obtain stated preference data of consumers.
From the results, some implications are obtained as follows. First, even though
new convergence broadcasting services have many unique advantages, still price
is the most important for the consumers. Second, it is expected that considerable
consumer valuation exists for the unique advantages of new convergence
broadcasting services like mobility and dual-way interactivity, which will add the
competitiveness of those services in the future. Third, since midterm advertising
puts negative utility on consumers, broadcasting services with midterm
advertising will not be preferred to those with neither advertising nor midterm
advertising. Fourth, service coverage and the number of consumers using the
same broadcasting service have a significant feedback effect on the competition
between broadcasting services from the dynamic aspect. Lastly, the consumer
preference can be affected by demographic variables like age and gender, and
broadcasting service usage patterns such as channel switchover for escaping
advertisement and frequency of using other recorded media.
Main findings of our research might become useful information for both
telecommunication and broadcasting companies, contents providers, advertisers,
and policy and regulation makers to cope with the uncertain environment of
telecommunication and broadcasting convergence.
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