• Journal of Internet Computing and Services
    ISSN 2287 - 1136(Online) / ISSN 1598 - 0170 (Print)
    http://jics.or.kr/

Estimation of Willingness To Pay for Mobile Data Service


Chang-Youl Ko, Sang-Woo Lee, Joon-Ho Park, Nae-Yang Jeong, Journal of Internet Computing and Services, Vol. 13, No. 2, pp. 1-12, Apr. 2012
10.7472/jksii.2012.13.2.1, Full Text:
Keywords: Mobile Data Service, Willingness To Pay, CVM, DBDC Question, Communication Policies

Abstract

The purpose of this paper is to estimate 'willingness to pay' for mobile data service by using contingent valuation method with double bounded dichotomous choice question. The findings are as follows.: First, the willingness to pay of mobile data service is considerably lower than current retail price. Second, the perceived degree of mobile data service such as awareness and benefit recognition is positively related to the willingness to pay of mobile data service. Our results suggest that active promotion and strengthening of the content of mobile data service are needed in order to enhance the profitability of mobile operators. The analysis results will be used to set the mobile operator's pricing strategy and to build up a successful communication policies in the mobile ecosystem.


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Cite this article
[APA Style]
Chang-Youl Ko, Sang-Woo Lee, Joon-Ho Park, & Nae-Yang Jeong (2012). Estimation of Willingness To Pay for Mobile Data Service. Journal of Internet Computing and Services, 13(2), 1-12. DOI: 10.7472/jksii.2012.13.2.1.

[IEEE Style]
C. Ko, S. Lee, J. Park and N. Jeong, "Estimation of Willingness To Pay for Mobile Data Service," Journal of Internet Computing and Services, vol. 13, no. 2, pp. 1-12, 2012. DOI: 10.7472/jksii.2012.13.2.1.

[ACM Style]
Chang-Youl Ko, Sang-Woo Lee, Joon-Ho Park, and Nae-Yang Jeong. 2012. Estimation of Willingness To Pay for Mobile Data Service. Journal of Internet Computing and Services, 13, 2, (2012), 1-12. DOI: 10.7472/jksii.2012.13.2.1.