Consumer Preferences for Location-Based Service Attributes - A Conjoint Analysis
- Publikations-Art
- Kongressbeitrag
- Autoren
- Frank Köhne, Carsten Totz, Kai Wehmeyer
- Erscheinungsjahr
- 2003
- Veröffentlicht in
- Proceedings of the Second International Conference on Mobile Business (m>Business 2003)
- Herausgeber
- Giaglis, G.M; et al.
- Tagungsort
- Wien, Österreich
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.