IDEAS home Printed from https://ideas.repec.org/a/eee/tefoso/v79y2012i7p1312-1318.html
   My bibliography  Save this article

Ex-ante evaluation of the consumers' preference for the 4th generation mobile communications service

Author

Listed:
  • Kwak, So-Yoon
  • Yoo, Seung-Hoon

Abstract

Research about next-generation mobile communications (MCs) technology has become an issue in these days since MCs bear a close relationship to our daily lives. The third generation (3G) MCs technology is now evolving into the fourth generation (4G) MCs technology. An initial analysis of potential consumer preferences for the technology is essential to ensure successful strategies and changes. This paper attempts to apply a choice experiment to evaluating consumers' willingness to pay (WTP) for each attributes of the 4G technology. The experiment encompasses five attributes: data rates, the quality of communications service, the number of broadcasting channels, video-on-demand (VOD) service, and supplementary services. We consider the trade-offs between the price and attributes of the 4G for selecting a preferred alternative and derive the marginal WTP (MWTP) estimate for each attribute. The results indicate that the average MWTP for the improved communications service is KRW 4443 (USD 4.03) and the average MWTP for one more broadcasting channel is KRW 67 (USD 0.06). The average MWTPs for VOD and supplementary services is KRW 1932 (USD 1.75) and KRW 1601 (USD 1.45), respectively.

Suggested Citation

  • Kwak, So-Yoon & Yoo, Seung-Hoon, 2012. "Ex-ante evaluation of the consumers' preference for the 4th generation mobile communications service," Technological Forecasting and Social Change, Elsevier, vol. 79(7), pages 1312-1318.
    • Handle: RePEc:eee:tefoso:v:79:y:2012:i:7:p:1312-1318
    DOI: 10.1016/j.techfore.2012.03.007
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S004016251200073X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techfore.2012.03.007?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Massimo Florio & Francesco Giffoni & Gelsomina Catalano, 2020. "Should governments fund basic science? Evidence from a willingness-to-pay experiment in five universities," Journal of Economic Policy Reform, Taylor & Francis Journals, vol. 23(1), pages 16-33, January.
    2. Kim, Jiwhan & Nam, Changi & Ryu, Min Ho, 2017. "What do consumers prefer for music streaming services?: A comparative study between Korea and US," Telecommunications Policy, Elsevier, vol. 41(4), pages 263-272.
    3. Shieh, Lon-Fon & Chang, Tien-Hsiang & Fu, Hsin-Pin & Lin, Sheng-Wei & Chen, Ying-Yen, 2014. "Analyzing the factors that affect the adoption of mobile services in Taiwan," Technological Forecasting and Social Change, Elsevier, vol. 87(C), pages 80-88.
    4. Orhan Dagli & Glenn P. Jenkins, 2015. "Consumer Preferences for Improvements in Mobile Telecommunication Services," Development Discussion Papers 2015-05, JDI Executive Programs.
    5. Hong, Areum & Nam, Changi & Kim, Seongcheol, 2016. "Estimating the potential increase in consumer welfare from the introduction of Super Wi-Fi services in Korea," Telecommunications Policy, Elsevier, vol. 40(10), pages 935-944.
    6. Jun, Seung-Pyo & Park, Do-Hyung & Yeom, Jaeho, 2014. "The possibility of using search traffic information to explore consumer product attitudes and forecast consumer preference," Technological Forecasting and Social Change, Elsevier, vol. 86(C), pages 237-253.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:tefoso:v:79:y:2012:i:7:p:1312-1318. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.sciencedirect.com/science/journal/00401625 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.