Consumption Attribute Value Estimation of Digital Music Contents Service by Conjoint Analysis
컨조인트 분석을 통한 디지털 음악콘텐츠 서비스의 소비 속성별 가치 추정

Dong-Myoung Shin, Bo-Young Kim
2014 The Journal of the Korea Contents Association  
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
more » ... tal 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. ■ keyword :|Music Contents|Conjoint Analysis|Music Service|User Preference|Price Discrimination|
doi:10.5392/jkca.2014.14.12.924 fatcat:xxh4elqouzapthfyhdruankgsq