Model for Studying Commodity Bundling with a Focus on Consumer Preference
AbstractAs various mobile contents can be delivered over mobile platform, mobile contents have been considered as new profit opportunities, Choices of mobile contents and mobile terminals are not independent but closely related. Accordingly, this paper analyses consumer preferences and correlations between the adoption of mobile phones and mobile contents. Based on survey data, multinomial logit and multivariate probit models with a Bayesian approach are used for understanding structures of consumer preferences. The results show not only consumer preferences for specific features of mobile phones and complementary relations between various types of mobile contents but also significant correlations between the adoption of phones and of contents. The results identify necessities of releasing phones with full web browsers in specific forms as well as providing product and services with an integrated view for both mobile phones and mobile contents. Also, the study presents information and new business opportunities for the telecommunication market.
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Bibliographic InfoPaper provided by Seoul National University; Technology Management, Economics, and Policy Program (TEMEP) in its series TEMEP Discussion Papers with number 200935.
Length: 34 pages
Date of creation: Nov 2009
Date of revision: Nov 2009
mobile phone; mobile contents; consumer preferences; discrete choice model; bayesian approach;
Find related papers by JEL classification:
- C11 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Bayesian Analysis: General
- C42 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Survey Methods
- D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
- M21 - Business Administration and Business Economics; Marketing; Accounting - - Business Economics - - - Business Economics
- O33 - Economic Development, Technological Change, and Growth - - Technological Change; Research and Development; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
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