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Consumption Attribute Value Estimation of Digital Music Contents Service by Conjoint Analysis
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 Title & Authors
Consumption Attribute Value Estimation of Digital Music Contents Service by Conjoint Analysis
Shin, Dong-Myoung; Kim, Bo-Young;
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 Abstract
In the last 10 years the digital music contents market has grown rapidly. However digital music contents product and services are not managed with product planning and price policy considered customer attitude and digital music contents values. This study is to define the value properties of digital music contents services based on streaming and download as genre, price, sound quality, and usage appliance, and suggest the strategic market price and service composition of digital music contents service by customer attitudes about the value properties. The research used the conjoint analysis methodology based on the hedonic price model and collected 405 questionaries by users of Korean digital music contents services to the analysis. Hence 'sound quality' in download platform, and 'appliance' in streaming platform were the elements to evaluate the customer attitude. The results present the music contents productions and companies have to provide the differentiated services and price by the value properties of user preference in the market.
 Keywords
Music Contents;Conjoint Analysis;Music Service;User Preference;Price Discrimination;
 Language
Korean
 Cited by
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