Journal of Korea Technology Innovation Society (기술혁신학회지)

Korea Technology Innovation Society (한국기술혁신학회)
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Using Contingent valuation Methods to Measure the Potential Demand for a New Cable Television Service

케이블TV 방송 신제품의 잠재적 가치평가;조건부 가치측정법의 적용을 중심으로

  • Published : 2000.03.01
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Abstract

The purpose of this paper is to introduce and test an extension of dichotomous choice contingent valuation(DC-CV) methods of pre-test-market evaluation using the specific case of a cable telev-ision service. Specifically we used a double-bounded DC-CV approach. On the whole respondents accepted the contingent market and were willing to contribute a significant amount on average. This willingness varies according to individual characteristics and concerns about the service. It is concluded that the methods are potentially a useful tool for decision-makers in measuring the po-tential demand for a new cable television service and considering the provision of the service.

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