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Effects of Media Use Behavior on the Channel Bundle Preferences

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Issue Date
2016
Publisher
Graduate School of Public Administration, Seoul National University
Citation
Korean Journal of Policy Studies, Vol.31 No.1 pp. 113-131
Keywords
multichannel serviceschannel bundlemedia use behaviormixed 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
URI
https://hdl.handle.net/10371/98464
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Graduate School of Public Administration (행정대학원)Dept. of Public Administration (행정학과)Korean Journal of Policy Studies (정책논총, KJPS)Korean Journal of Policy Studies (정책논총) vol.31 no.1-3 (2016)
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