Open AccessAn Analysis of Consumer Preferences among Wireless LAN and Mobile Internet Services
Author(s) -
Ahn Jiwoon,
Lee Jongsu,
Lee JeongDong,
Kim TaiYoo
Publication year - 2006
Publication title -
etri journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.295
H-Index - 46
eISSN - 2233-7326
pISSN - 1225-6463
DOI - 10.4218/etrij.06.0105.0106
Subject(s) - the internet , wireless , business , quality (philosophy) , conjoint analysis , service quality , computer science , telecommunications , service (business) , marketing , preference , world wide web , statistics , mathematics , philosophy , epistemology
Wireless data communication (WDC) services are increasingly penetrating the market. The two main alternative WDC technologies are wireless LAN and mobile Internet. Services based on these technologies display differences in quality attributes such as terminal device, data transmission speed, pricing scheme and so on. How consumers choose between these two alternatives will be determined by their preferences regarding such quality attributes. In turn, their preferences will affect the evolution of WDC services and related technologies. This study employs a conjoint analysis of consumer valuations of quality attributes of wireless LAN and mobile Internet services. Respondents rate hypothetical service alternatives featuring various combinations of quality attributes. By estimating consumer willingness to pay for the attributes of WDC services, the authors predict the evolution of WDC services and related technologies along various quality dimensions, make a comparison with the results of a previous study, and draw policy implications for national‐and company‐level R&D strategies.