Consumers' preference about the attributes of Post PC: reaults of a contingent ranking study

Post PC의 속성별 소비자 선호 분석 : 조건부 순위결정법을 이용하여

With an explosive growth of internet and a change of consumer's demand, Post PC is emerging as a substitute for the existing desktop computer and laptop computer. Post PC is a new computer which is portable with wireless networking, cheaper than the existing PCs and specialized in the specific function that consumers want. Furthermore, the shape and the ability of Post PC are dependent on its specific function. The rudimentary Post PCs such as PDA, web-pad and smart-phone are already usable. And in the future, owing to the progress of technologies, the heterogeneity of relate companies and the low entry barrier, various Post PCs will be developed. In this paper, we analyze consumers' willingness-to-pay for Post PC with the attributes such as the portability, the speed of CPU, the data input method (using key board, or notepad etc), the size of monitor and price. To estimating consumers' willingness-to-pay for the attributes of Post PC, we apply a contingent ranking method, which makes the respondents rank hypothetical Post the portability, the speed of CPU, the data input method (using key board, or notepad etc),the size of monitor and price. To estimating consumers' willingness-to-pay for the attributes of Post PC, we apply a contingent ranking method, which makes the respondents rank hypothetical Post PC alternatives featuring various combinations of attributes, to a survey data collected in Korea. Using the estimated willingness-to-pay, we predict the shape and the ability of future's Post PC and draw policy implications for the national and company level R&D strategies.