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Consumers' preferences for the attributes of post-PC: results of a contingent ranking study

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  • Joo-Suk Lee
  • Seung-Hoon Yoo
  • Seung-Jun Kwak

Abstract

With the explosive growth of the internet and the change in consumer demand, post-PC is emerging as a substitute for the existing desktop PC and laptop PC. post-PC is a new computer which is portable with wireless networking, cheaper than the existing PC and specializing in the specific functions that consumers want. Rudimentary post-PCs such as PDA, web-pad and smart-phone are already in use. In the future, owing to technological progress, the heterogeneity of related companies and the low entry barrier, various post-PCs will be developed. This paper attempts to analyse consumers' willingness-to-pay (WTP) for post-PC with such attributes as portability, CPU speed, data input method (using key board or electric pen), monitor size, and price. To this end, a contingent ranking method is applied, which makes the respondents rank hypothetical post-PC alternatives featuring various combinations of attributes, via a survey data collected in Korea. Using the estimated WTP, the shape and the capacity of future post-PC are predicted and policy implications drawn for national- and company-level R&D strategies.

Suggested Citation

  • Joo-Suk Lee & Seung-Hoon Yoo & Seung-Jun Kwak, 2006. "Consumers' preferences for the attributes of post-PC: results of a contingent ranking study," Applied Economics, Taylor & Francis Journals, vol. 38(19), pages 2327-2334.
    • Handle: RePEc:taf:applec:v:38:y:2006:i:19:p:2327-2334
    DOI: 10.1080/00036840500427486
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    Cited by:

    1. Kim, Ju-Hee & Yoo, Seung-Hoon, 2020. "Public perspective on the environmental impacts of sea sand mining: Evidence from a choice experiment in South Korea," Resources Policy, Elsevier, vol. 69(C).

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