Consumer Preferences for Location-Based Service Attributes: A Conjoint Analysis
- Publikations-Art
- Zeitschriftenbeitrag
- Autoren
- Frank Köhne, Carsten Totz, Kai Wehmeyer
- Erscheinungsjahr
- 2005
- Veröffentlicht in
- Int. J. Management and Decision Making
- Band/Volume
- Vol. 6/No. 1
- Seite (von - bis)
- 16-32
Consumer preferences and information on product choice behaviour can be of significant value in development processes of innovative products or services. Potential providers of location-based services in mobile commerce have to deal with a high uncertainty regarding consumers’ acceptance and intensity of use. This paper analyses the applicability of conjoint analysis, a classical technique to identify consumer preferences in multiattribute decision making, to the design of new context sensitive services. The method is evaluated by using a fictitious example of location-based services in a touristic setting. It is concluded that despite methodological and contextual limitations conjoint analysis provides valuable insights into consumers’ preferences regarding selected attributes of the specified service.