دانلود رایگان مقاله لاتین هزینه خدمات از سایت الزویر
عنوان فارسی مقاله:
تمایل به پرداخت هزینه خدمات بالا در چین و کره
عنوان انگلیسی مقاله:
Willingness to pay for over-the-top services in China and Korea
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
3. Research design
3.1. Conjoint analysis and important attributes Conjoint analysis is a popular method for analyzing the structure of consumer preferences. Conjoint analysis is applicable for situations in which a consumer must manage options that vary simultaneously across two or more attributes (Green, Krieger, & Wind, 2001). It assumes that consumers make decisions among products on the basis of their characteristics or attributes, and that trade-offs among attributes result in the final selection (Voelckner, 2006). As the part worth that consumers place on attribute levels may be inferred from conjoint analysis, the method has been widely used in market research (Miguel, Ryan, & McIntosh, 2000). Respondents are asked to express their preferences by ranking attributes or by choosing between alternatives within a set of attributes (Kofteci, Ergun, & Ay, 2010). Therefore, a conjoint analysis is conducted through a carefully designed survey in which respondents are given a sequence of choice sets. The analysis follows the steps of identifying and layering key attributes, constructing options, designing the survey, and collecting data. Attribute selection is an important process in conjoint analysis. Considering the growing potential of the OTT industry, the choice of attributes was mainly based on the competitive features that OTT players are striving towards. Four attributes were chosen for this study: recommendation system, resolution, viewing options, and price. The order of the attributes follows the steps of the user experience. The stages of OTT consumption usually begin with searching for content, selecting content, paying, and watching the content. OTT services provide a wide range of content and channels, many of which are unnoticed by viewers (Abreu, Almeida, Teles, & Reis, 2013). The vast options necessitate that viewers search for and narrow down choices, either by themselves or with the help of recommendation systems. The heavy investment of Netflix in developing algorithms to provide a personalized recommendation system shows that the ways in which OTT services recommend certain content can affect consumer satisfaction and WTP. Digitalsmiths (2015) reported that an increasing number of people are frustrated about searching for content, and more people report a desire for personalized recommendations. The next attribute is the level of resolution or image quality that is an increasingly important factor of competitiveness, with the race for higher resolution pushed by both business and government initiatives. High-definition, or high-quality video content, not only enhances consumer satisfaction but provides a source of additional profit (Choi, Lee, & Cho, 2009). Key OTT players actively engage in strategic partnerships to guarantee high quality resolution, such as the partnership of Netflix with LG TV for 4 K contents (Rody-Mantha, 2016). The next stage is to select how to watch the content. The N-screen environment has enabled various ways of viewing video content: streaming through TV sets or watching downloaded versions offline on smartphones. Providing more options whereby people can consume content provides utility because it brings more freedom and flexibility in content consumption. Sky UK, the premier pay TV provider in the UK, launched “Sky Go Extra,” which enables users to watch downloaded content offline at a price premium, resulting in one of its most profitable products (Sky UK, 2015). Netflix also announced its update to enable downloaded content to be watched offline. This change in strategy reflects the strong demand of international consumers to have wider and more flexible accessibility on-the-go (Fung, 2016). Price is included as the last attribute of the study to estimate the consumer's overall WTP for services of such quality. The importance of each attribute is discussed further below.
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کلمات کلیدی:
Identity Shift: Where Identity Meets Technology in the ... https://books.google.com/books?isbn=1118228987 Allison Cerra, Christina James - 2011 - Computers Participants were presented with the benefits of a service and then, through ... Participants who were only presented with the positives had nearly four times the willingness to pay than ... Overall, the top five services we tested out of 20 were those ... There was an imaginability gap, which over the long term could threaten the ... What People Are Still Willing To Pay For - Forbes https://www.forbes.com/2009/.../self-help-industry-ent-sales-cx_ml_0115selfhelp.htm... Jan 15, 2009 - What People Are Still Willing To Pay For ... Tampa-based research firm that tracks everything from adoption agencies to funeral homes. ... the principals of the author's best seller How To Win Friends and Influence People). Willingness to pay - Wikipedia https://en.wikipedia.org/wiki/Willingness_to_pay Willingness to pay (WTP) is the maximum price at or below which a consumer will definitely buy ... Accurately gauging consumers' willingness to pay for a product or service is critical for formulating competitive strategies, conducting value ... Proceedings of the 8th European Conference on IS Management and ... https://books.google.com/books?isbn=1910309419 Jan Devos - 2014 More specifically, the study investigated the willingness to pay for the use of the OSNs ... new business models that include charging users for specific services. ... Introduction Over the last 10 years, the use of online social networks (OSNs), such ... Twitter and Linkedin are the top three most used OSNs, with the local former ...
