9,375 research outputs found

    Analysis of the barriers that consumers encounter when smart home service is introduced in South Korea

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    Recently, smart home services have been highlighted as the Internet of things market grows. Since the smart home services were introduced in the market, they were expected to grow rapidly. However, the smart home market recently experienced chasm, and still remains in early stage. This paper tried to find the possible barriers that consumers encounter when they are faced with smart home services. Based on the resistance theory and perceived risk model, this paper investigates the influence of perceived risk on the resistance using the technological uncertainty and service intangibility as the antecedents of the perceived risk. Dividing the perceived risks into four types of performance risk, financial risk, privacy risk and psychological risk, the empirical results show that these four types of risk are affected by the technological uncertainty and service intangibility on the one hand, and have positive effects on the resistance to smart home on the other hand. When the survey respondents are divided into two groups of postponers and rejecters based on the resistance type, there are no big differences except that the privacy risk becomes unimportant to postpners and the financial risk becomes unimportant to rejecters

    Estimating the potential increase in consumer welfare from the introduction of 'Super Wi-Fi' service

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    With the increasing use of smart devices recently, mobile traffic has been increasing rapidly, which in turn results in greater demand for the frequency. Many countries have attempted to use the vacant frequencies known as TV White Space (TVWS) in an effort to solve the frequency problem. Super Wi-Fi service, a wireless Internet service based on TVWS, is one of the ways TVWS is being utilized. This paper applies conjoint analysis to evaluate consumers’ willingness to pay for each of the attributes of Super Wi-Fi service and estimates how much consumer welfare could be improve by the introduction of Super Wi-Fi service. The attributes of Super Wi-Fi service are coverage, a reduction in communication expenses when using mobile data, the ability to use multiple-screens, and a wide range of Wi-Fi service providers. The results based on user surveys indicated that the marginal willingness to pay (MWTP) amount per month for Super Wi-Fi service is KRW 4,717 (USD 4.6). Moreover, the MWTP amount in non-urban areas for this service is greater than that in urban areas, implying that the introduction of Super Wi-Fi service is expected to increase consumer welfare, especially in non-urban areas
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