정보통신기기와 융합서비스에 대한 소비자 구매행태 분석

Abstract

The purpose of this research is to analyze consumers’choice behavior with regard to informationand communication technology(ICT) devices and related services. This research focuses on therelationships not only within each category but also among different categories by considering multiple choicesituations in a variety of categories simultaneously. The multivariate probit model with demographic variablesand the alternative specific constant model with variance-covariance matrix are estimated using survey data;moreover, the multi-dimensional scaling method is utilized for the presentation of the relationship map. It isevident from the results that some devices and services have a complementary or substitute relationship eachother. This study can provide useful information for the development of new products and services byunderstanding and predicting consumer's behavior.