Open AccessAnalysis of Consumers' Choices and Time‐Consumption Behaviors for Various Broadcasting and Telecommunication Convergence Services
Author(s) -
Koh Daeyoung,
Lee Jongsu
Publication year - 2010
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.10.1409.0028
Subject(s) - broadcasting (networking) , convergence (economics) , telecommunications service , consumption (sociology) , ordered probit , telecommunications , service (business) , competition (biology) , technological convergence , probit model , business , probit , marketing , computer science , advertising , economics , econometrics , computer network , social science , ecology , sociology , biology , economic growth
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.