Analysis of Consumers’ Choices and Time-Consumption Behaviors for Various Broadcasting and Telecommunication Convergence Services

ETRI Journal

关键词: ordered probit model;    multivariate probit model;    substitution and competition;    time consumption;    multiple choice;    Broadcasting and telecommunication convergence services;   

Others  :  1185969
DOI  :  10.4218/etrij.10.1409.0028

【 摘 要 】

In this study, we analyzed consumers’ choices of various broadcasting and telecommunication convergence services and time consumption for chosen services by using survey data. A multivariate probit model was used to model consumers’ choices of various broadcasting and telecommunication convergence services, and an ordered probit model was used to model consumers’ time consumption for chosen services. Factors affecting consumers’ choices and time-consumption behavior were identified, and simulation results of market competition and substitution were obtained. Based on these results, it was found that for the time being, consumers are highly locked into existing broadcasting services and are likely to become more price-sensitive to the new broadcasting and telecommunication convergence services. Also, the ways in which individual characteristics affect choices and time consumption were found to be very diverse service by service.

   

【 参考文献 】

• [1]Y. Kim, J. Lee, and D. Koh, "Effects of Consumer Preferences on the Convergence of Mobile Telecommunications Devices," Applied Economics, vol. 37, no. 7, Apr. 2005, pp. 817-826.
• [2]G. Jeong, D. Koh, and J. Lee, "Analysis of the Competitiveness of Broadband over Power Line Communication in Korea," ETRI Journal, vol. 30, no. 3, June 2008, pp. 469-479.
• [3]E. Rogers, Diffusion of Innovations, New York: Free Press, 2003.
• [4]S.M. Chan-Olmsted and B.H. Chang, "Audience Knowledge, Perceptions and Factors Affecting the Adoption Intent of Terrestrial Digital Television," New Media and Society, vol. 8, no. 5, 2006, pp. 773-800.
• [5]S.S. Li, "Exploring the Factors Influencing the Adoption of Interactive Cable Television Services in Taiwan," J. Broadcast. and Electron. Media, vol. 48, no. 3, 2004, pp. 466-483.
• [6]M. Kang, "Digital Cable: Exploring Factors Associated with Early Adoption," J. Media Economics, vol. 15, no. 3, 2002, pp. 193-207.
• [7]C.A. Lin, "Webcasting Adoption: Technology Fluidity, User Innovativeness, and Media Substitution," J. Broadcast. and Electron. Media, vol. 48, no. 3, 2004, pp. 157-178.
• [8]D.H. Shin, "Potential User Factors Driving Adoption of IPTV: What Are Customers Expecting from IPTV?" Technological Forecasting and Social Change, vol. 74, no. 8, 2007, pp. 1446-1464.
• [9]Y. Kim, I. Shim, and C. Yoon, "An Analysis on the Demand Characteristics of DMB Services," J. Korea Technology Innovation Society, vol. 8, no. 3, 2005, pp. 911-931.
• [10]S. Byun, "Measuring the Potential Value of Terrestrial DMB Service Using Contingent Valuation Method," Korea Telecommun. Policy Review, vol. 11, no. 4, 2004, pp. 83-104.
• [11]D.H. Shin, "Prospectus of Mobile TV: Another Bubble or Killer Application?" Telematics and Informatics, vol. 23, no. 4, 2006, pp. 253-270.
• [12]D.H. Shin, W.Y. Kim, and D.H. Lee, "A Web of Stakeholders and Strategies in the Development of Digital Multimedia Broadcasting (DMB): Why and How Has DMB Been Developed in Korea?" Int’l J. Media Management, vol. 8, no. 2, 2006, pp. 70-83.
• [13]M.G. Kim and J. Kim, "A Study on the Prospect Customers’ Characteristics Influencing Intentions to Use DMB Services in Korea," Korea Broadcasting and Telecommun. Studies, vol. 20, 2006, pp. 7-34.
• [14]S.N. Yoon and J.H. Lee, "A Study on the Economic Factors Influencing the Diffusion Process of Satellite DMB," Korea Broadcast. and Telecommun. Studies, vol. 18, 2004, pp. 7-43.
• [15]T. Rautio, M. Anttila, and M. Tuominen, "Bundling of Information Goods: A Value Driver for New Mobile TV Services," Int’l J. Revenue Management, vol. 1, no. 1, 2007, pp. 45-64.
• [16]C. Yoon, I. Lee, and D. Lee, "An Empirical Study on the Competition between Cable Television and Direct Broadcast Satellites," Korea Telecommun. Policy Review, vol. 13, no. 4, 2006, pp. 159-182.
• [17]A. Goolsbee and A. Petrin, "The Consumer Gains from Direct Broadcast Satellites and the Competition with Cable TV," Econometrica, vol. 72, no. 2, 2004, pp. 351-381.
• [18]N. Uri, "Estimating the Demand for Cable Service in the US in the Presence of Measurement Error in the Data," Technological Forecasting and Social Change, vol. 72, no. 5, 2005, pp. 585-607.
• [19]J.Y. Choi, D. Koh, and J. Lee, "Ex-ante Simulation of Mobile TV Market Based on Consumers’ Preference Data," Technological Forecasting and Social Change, vol. 75, no. 7, 2008, pp. 1043-1053.
• [20]G. Baltas, "A Model for Multiple Brand Choice," European J. Operational Research, vol. 154, no. 1, 2004, pp. 144-149.
• [21]Y.D. Edwards and G.M. Allenby, "Multivariate Analysis of Multiple Response Data," J. Marketing Research, vol. 40, no. 3, 2003, pp. 321-334.
• [22]S. Chib and E. Greenberg, "Analysis of Multivariate Probit Models," Biometrika, vol. 85, no. 2, 1998, pp. 347-361.
• [23]X. Zhao and M.N. Harris, "Demand for Marijuana, Alcohol, and Tobacco: Participation, Levels of Consumption and Cross-Equation Correlations," Economic Record, vol. 80, no. 251, 2004, pp. 394-410.
• [24]P.E. Rossi, G.M. Allenby, and R. McColluch, Bayesian Statistics and Marketing, New York: John Wiley and Sons, 2005.
• [25]G.S. Maddala, Limited Dependent and Qualitative Variables in Econometrics, Cambridge: Cambridge University Press, 1983.
• [26]G.S. Maddala, Limited Dependent and Qualitative Variables in Econometrics, Cambridge: Cambridge University Press, 1983.