An estimation of the future demand for portable Internet service in Korea |
| |
Authors: | Seung-Hoon Yoo [Author Vitae] Hye-Seon Moon [Author Vitae] |
| |
Institution: | a School of Business and Economics, Hoseo University 268 Anseo-Dong, Cheonan, Chungnam, 330-713, Korea b Korea Institute of Science and Technology Evaluation and Planning, Dongwon Industry Bldg., 275, Yangjae-Dong, Seocho-GuSeoul, 137-130, Korea |
| |
Abstract: | Portable Internet service (PIS), which refers to wireless Internet service that can be accessed via a portable terminal at every time and at any place, is scheduled to be launched in Korea in early 2006. Thus, both the government and the industry need to obtain quantitative information on the future demand for the service. This study attempts to estimate future demand for the PIS, to analyze the determinants of the demand, and to conduct pre-test-market evaluation of the service. To this end, the dichotomous choice contingent valuation method is employed. On the whole, respondents accepted the contingent market and were willing to contribute a significant amount, on average. This willingness varies according to individual characteristics. Finally, the study discusses the importance of including valuation method in a pre-test-market evaluation of the PIS and presents the implications of the results, such as the mean willingness to pay (WTP) and the effects of individual characteristics and concerns about the service on the WTP. |
| |
Keywords: | Portable Internet service Willingness to pay Dichotomous choice Contingent valuation |
本文献已被 ScienceDirect 等数据库收录! |
|