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Ex-ante evaluation of the consumers' preference for the 4th generation mobile communications service

机译：事前评估消费者对第四代移动通信服务的偏好

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摘要

Research about next-generation mobile communications (MCs) technology has become an issue in these days since MCs bear a close relationship to our daily lives. The third generation (3C) MCs technology is now evolving into the fourth generation (4C) MCs technology. An initial analysis of potential consumer preferences for the technology is essential to ensure successful strategies and changes. This paper attempts to apply a choice experiment to evaluating consumers' willingness to pay (WTP) for each attributes of the 4G technology. The experiment encompasses five attributes: data rates, the quality of communications service, the number of broadcasting channels, video-on-demand (VOD) service, and supplementary services. We consider the trade-offs between the price and attributes of the 4G for selecting a preferred alternative and derive the marginal WTP (MWTP) estimate for each attribute. The results indicate that the average MWTP for the improved communications service is KRW 4443 (USD 4.03) and the average MWTP for one more broadcasting channel is KRW 67 (USD 0.06). The average MWTPs for VOD and supplementary services is KRW 1932 (USD 1.75) and KRW 1601 (USD 1.45), respectively.
机译：由于MC与我们的日常生活密切相关，因此有关下一代移动通信（MC）技术的研究已成为当今的一个问题。第三代（3C）MC技术现已发展成为第四代（4C）MC技术。初步分析消费者对该技术的潜在偏好，对于确保成功的策略和变革至关重要。本文试图通过选择实验来评估消费者对4G技术的每个属性的支付意愿（WTP）。该实验包含五个属性：数据速率，通信服务质量，广播频道数，视频点播（VOD）服务和补充服务。我们在选择4G的价格和属性之间考虑了取舍，并得出了每个属性的边际WTP（MWTP）估算值。结果表明，改进后的通信服务的平均MWTP为4443韩元（4.03美元），另外一个广播频道的平均MWTP为67韩元（0.06美元）。视频点播和补充服务的平均MWTP分别为1932韩元（1.75美元）和1601韩元（1.45美元）。

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