Analysis of Consumer’s Purchasing Behavior on ICT Devices and Convergence Services in Korea

다국어 초록 (Multilingual 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.

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