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Consumer preferences for location-based service attributes: a conjoint analysis

Author

Listed:
  • Frank Kohne
  • Carsten Totz
  • Kai Wehmeyer

Abstract

Consumer preferences and information on product choice behaviour can be of significant value in development processes of innovative products or services. Potential providers of location-based services in mobile commerce have to deal with a high uncertainty regarding consumers' acceptance and intensity of use. This paper analyses the applicability of conjoint analysis, a classical technique to identify consumer preferences in multiattribute decision making, to the design of new context sensitive services. The method is evaluated by using a fictitious example of location-based services in a touristic setting. It is concluded that despite methodological and contextual limitations conjoint analysis provides valuable insights into consumers' preferences regarding selected attributes of the specified service.

Suggested Citation

  • Frank Kohne & Carsten Totz & Kai Wehmeyer, 2005. "Consumer preferences for location-based service attributes: a conjoint analysis," International Journal of Management and Decision Making, Inderscience Enterprises Ltd, vol. 6(1), pages 16-32.
    • Handle: RePEc:ids:ijmdma:v:6:y:2005:i:1:p:16-32
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    Citations

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    Cited by:

    1. Nikou, Shahrokh & Bouwman, Harry, 2012. "Mobile service platform competition," 19th ITS Biennial Conference, Bangkok 2012: Moving Forward with Future Technologies - Opening a Platform for All 72515, International Telecommunications Society (ITS).
    2. Torsten J. Gerpott & Sabrina Berg, 2012. "Präferenzen für Pay-As-You-Drive-Versicherungsmerkmale bei Privatkunden — Eine conjoint-analytische Untersuchung —," Schmalenbach Journal of Business Research, Springer, vol. 64(4), pages 456-492, June.

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