APPLIED STATED PREFERENCE METHOD FOR TAIWAN'S BROADBAND SERVICE CHOICE BEHAVIOR

ABSTRACT

Worldwide consumer adoption of broadband Internet services continues to grow very rapidly. Asymmetric Digital Subscriber Line (ADSL) and cable operators and service providers will continue to remain the broadband Internet services market leaders. However, the remaining consumers still using standard dial-up connection are by far the most significant potential users of broadband. Therefore, this study uses the stated preference method to analyze narrowband service users' preferences for broadband service. The results indicate that the critical factors influencing narrowband users to choose Internet service types are, upload speed, data transmission safety, traffic jam and usage fees. In addition, this study estimates market shares under different scenario strategies.

Keywords:

• broadband services
• multinomial logit model
• stated preference