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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
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 고대영 | - |
dc.contributor.author | 이종수 | - |
dc.contributor.author | 김태유 | - |
dc.date.accessioned | 2009-09-02T02:30:37Z | - |
dc.date.available | 2009-09-02T02:30:37Z | - |
dc.date.issued | 2006-06 | - |
dc.identifier.citation | 기술혁신연구, 제14권 제1호, pp. 227-254 | en |
dc.identifier.issn | 1598-1347 | - |
dc.identifier.uri | https://hdl.handle.net/10371/8459 | - |
dc.description.abstract | 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. | en |
dc.language.iso | ko | - |
dc.publisher | 기술경영경제학회 = The Korean Society for Innovation Management&Economics | en |
dc.subject | Telecommunication and Broadcasting Convergence | en |
dc.subject | New Convergence Broadcasting Service | en |
dc.subject | Consumer Preference | en |
dc.subject | Conjoint Analysis | en |
dc.title | 신규 융합형 방송서비스 속성에 대한 소비자 선호 분석을 통한 미래방송서비스 시장 예측 | en |
dc.title.alternative | Forecasting Future Broadcasting Service Market based on the Consumer Preferences for the Attricutes of New Convergence Broadcasting Services | en |
dc.type | Article | en |
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