컨조인트 분석방법을 이용한 홈 유비쿼터스 네트워크 서비스의 수요 분석

Home networks consist of two or more home appliances or communication devices enabling the mutual data communication between appliances such as personal computers, refrigerators, phones, television sets, personal digital assistants (PDA), etc.There are three factors that create demand for the home network services. The first factor is development of technology. Second, on the demand side, consumer demand for the home appliances having access to the Internet is on the increase. Finally, producers need a strategy to deal with the problem of market saturation.Home networks are emerging markets. They are unique in that they unite information technologies with home appliances that provide new services. In this paper we study the main attributes of home network services and analyze consumers' preferences for them. However, it is not quite possible to use the revealed preference approach since the home network market is still at an incipient stage. We therefore use the conjoint analysis method using stated preference data. Conjoint analysis has been widely used in the area of marketing for evaluating consumer preferences for new products and services. It presents a hypothetical product to the respondents along with the product's attributes and their levels. The respondents are asked to either rank each alternative or choose between several hypothetical products.By estimating consumers' willingness to pay for the attributes of the home network services and analyzing consumers' preferences, we predict the pattern of the development of the home network services and related technologies along various quality dimensions. Based on the estimation results, we draw policy implications for the national- and company-level strategy.