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Model for studying commodity bundling with a focus on consumer preference: Evidence from the Korean telecommunications market

Title
Model for studying commodity bundling with a focus on consumer preference: Evidence from the Korean telecommunications market
Author
최재영
Keywords
Bayesian estimation; commodity bundling; consumer heterogeneity; mixed multiple discrete-continuous extreme value model
Issue Date
2016-04
Publisher
SAGE PUBLICATIONS LTD
Citation
SIMULATION-TRANSACTIONS OF THE SOCIETY FOR MODELING AND SIMULATION INTERNATIONAL, v. 92, NO 4, Page. 311-321
Abstract
This research complements the demand-side analysis of previous commodity bundling studies. Most previous have researchers analyzed the effects of commodity bundling by focusing on firm behavior and have assumed a simple consumer utility that does not reflect the heterogeneity of consumer preference. However, to measure the results of competition with the bundling strategy, an analysis of commodity bundling based on consumer preference is useful. Unlike previous studies, this study proposes a model that directly analyzes consumer behavior for commodity bundling and incorporates consumer heterogeneity to measure the consumer utility derived from bundled commodities. To validate the model, we used data on service subscriptions and usage of information communication technology in Korea, including fixed phone service, mobile service, and Internet. The empirical results show that the proposed model is useful in analyzing the effects of bundling for various services and products.
URI
http://journals.sagepub.com/doi/10.1177/0037549716638838http://hdl.handle.net/20.500.11754/53041
ISSN
0037-5497; 1741-3133
DOI
10.1177/0037549716638838
Appears in Collections:
GRADUATE SCHOOL OF TECHNOLOGY & INNOVATION MANAGEMENT[S](기술경영전문대학원) > TECHNOLOGY MANAGEMENT(기술경영학과) > Articles
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