The Effects of Consumer Preferences for Wireless Internet Services on the Demand for Mobile Devices

Abstract

Recently, smart phones such as the Galaxy S and IPhone, and tablet PCs such as the Galaxy Tab have been introduced and become widespread in the market, thus the environment for wireless Internet services has been improving. As the market has improved, consumer preferences for mobile devices and the relationship between these devices and wireless Internet services regarding consumer preferences have become a very important issue. However, although there have been a considerable number of studies on the demand for mobile devices, it is not easy to find previous studies on the relationship between consumer preferences for specific attributes of wireless Internet services and the demand for mobile devices.

The main purpose of this study is to analyze which mobile device is more likely to be preferred or become the main channel for wireless Internet services and how the demand for each mobile device is influenced by consumer preferences for specific attributes of wireless broadband Internet services used on it, and to induce managerial implications based on the main findings. To derive the results on consumer preferences, conjoint analysis is used. The survey was conducted using 1,000 Korean consumers. In the survey, respondents are allowed to choose more than one hypothetical alternative representing a mobile device combined with a certain type of wireless broadband Internet service if they desired. To estimate the consumer preferences quantitatively, a multivariate probit model is used.

According to the estimation results, owing to their portability, smart phones are more likely to become a major channel for wireless Internet services despite their drawbacks in terms of display size and performance. Portability is the most important factor affecting the choice of a mobile device when using wireless Internet services. Therefore, manufacturers of mobile devices for wireless Internet services should improve the overall functionality and performances of mobile devices without negatively affecting portability.

However, at the same time, consumer preferences for specific attributes of wireless Internet services are found to affect the demand of each mobile device much differently. Therefore, the prediction that smart phones will be the prevalent mobile device for use of wireless Internet services can be somewhat changed, depending on which and how wireless Internet services are provided to each mobile device and how they affect the demand for each mobile device.

As mentioned above, there are significant differences between mobile devices with regard to the effects of mobility, data transfer speed, type of contents or Internet interface for wireless Internet services. It is found that the mobility of wireless Internet service is highly valued for smaller devices, but not much for notebook PCs. In contrast, data transfer speed and similarities in the type of contents or Internet interface to those provided by fixed broadband Internet services become more important for larger mobile devices.

Thus, it is necessary for wireless Internet service providers to differentiate and optimize their contents and Internet interfaces properly for various mobile devices. Additionally, it is reasonable that manufacturers of smart phones focus on mobility and portability (or convenience) rather than adding sophisticated functions or pursuing higher-level specifications. Further, for smart phones, for which mobility and convenience are important, wireless Internet service providers should develop and provide easy and convenient programs, rather than advanced programs that require high device performance.

Lastly, with respect to individual demographics, young and highly educated people are more likely to be consumers of newly introduced mobile devices for using wireless Internet services. Therefore, these young and highly educated consumers should be considered a major target for manufacturers of mobile devices for wireless Internet services.

摘要

最近在 市场上开始 流行像드星 Galaxy 和 苹 果 Iphone 之类 的 智 能手机和平板电脑产品。所以，无线互联网服务环境得到了很 大的改善。基于市场的变化，消费者对于移动设备的喜好以及 设备与无线互联网之间的关系成为 了非常重要的问题。但是， 虽然有ᅳ些关于移动设备需求的论文，但是基于无线互联网服 务顿客对无线设备喜好的研究却基本空白。

本研究的主要 目 的在于分析什么样的移动设备会受到欢迎或 者成为无线换联网服务的主要载体，以及分析基于顿客对于无 线互联网服务的特殊喜好而选择什么样的移动设备。 为了得到 预期的结果，我们特別是用 了交互分析。研究的样本是 1000名 韩国顿客。在谓查中，研究对象可以选择多个多项与某种类型 的无线上网服务相结合的移动设备。另外，为了有效估计顿客 喜好，我们还建立了多维度概率模型。

根据结论，我们可以肯定移动设备将会成为无线互联网服务 的主要载体，虽然这些设备存在ᅳ些缺点，如显示屏幕较小 等。可移动性是影响顿客选择的最主要因素。所以，当制造商 在针对无线互联网服务改进设备的功能和表现时，绝对不能忽 视可移动性。

与 此同 时，顿客对于无线互联 网服务特性的喜好也会影响他 们的移动设备选择。所以，基于智能手机将会成为流行移动设 备的预测需要傲些改变。这主要与无线互联网将会提供何种服 务和如何提供服务有关。

移动设备的 可移动性，数据接收速度，类別或者互联 网交互 界面都存在很大的差別。研究发现，无线互联网服务的移动性 是小型设备的优势，但对于笔记本来说就不重要。相反，数据 的传输速度以及网络界面及内容与非移动互联网的相似性是大 型移动设备的主要参考因素。

所以，无线互联网运营商必须区別客户的设备而提供不同的 服务，例如内容，界面等。另外，智能手机制造商关注可移动 性和便携度 而不 是增加复 杂 的 功 能是 完全正确得选择。而묘， 对于智能手机用户来说，无线互联网运营商应该开发和提供筒 单和便捷的程序，而不是需要高设备要求的特殊程序。

最后，年轻的，受过高等教育的顿客更愿意购买新的移动产 品。所以，制造商必须把这部分顿客定位成主要的移动互联网 服务设备的销售目杯。

Keywords:

• Wireless internet service
• Mobile device
• Consumer preference
• Multivariate probit model
• Conjoint survey

另键：:

• 无线互联网服务
• 移动设备
• 顿客偏好
• 多 维度概 率模型
• 联合研究