An Exploratory Research of Potential Mobile Market Power Leverage Effect with Empirical Analysis of Influencing Factors on Consumer Selection of Telecommunication and Broadcasting Bundling Service Provider 


Vol. 44,  No. 2, pp. 418-432, Feb.  2019
10.7840/kics.2019.44.2.418


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  Abstract

In this study, we explored potential mobile market power leverage effect in consumer selection of telecommunication and broadcasting bundling service provider with empirical evidences. We tested our hypotheses by statistical analysis of Korean Media Panel data. The results of Random Effect Panel Logistic Regression showed that the coefficients of “the reason why you choose your bundling service provider: to receive bundling service subscription gifts and to bundle the services you were using” were statistically significant and positive. And the empirical result also demonstrated that the coefficients of “bundling service provider selection criteria: mobile telecommunication” was positive and statistically significant. These empirical evidences showed that consumers choose the player with the highest share in the mobile market as their telecommunication and broadcasting bundling service provider when they think that bundling service subscription gifts and intention of bundling with their using services are important criteria to choose providers. And empirical results also supported that consumers choose the player with the highest share in the mobile market as their telecommunication and broadcasting bundling service provider when they think the mobile telecommunication is the most important service in telecommunication and broadcasting bundling service. Therefore, we need to pay attention to potential impact of the mobile service provider with the highest market share on broadcasting and telecommunication service market.

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  Cite this article

[IEEE Style]

Y. Park and H. Shin, "An Exploratory Research of Potential Mobile Market Power Leverage Effect with Empirical Analysis of Influencing Factors on Consumer Selection of Telecommunication and Broadcasting Bundling Service Provider," The Journal of Korean Institute of Communications and Information Sciences, vol. 44, no. 2, pp. 418-432, 2019. DOI: 10.7840/kics.2019.44.2.418.

[ACM Style]

Yeonjin Park and Hyunmoon Shin. 2019. An Exploratory Research of Potential Mobile Market Power Leverage Effect with Empirical Analysis of Influencing Factors on Consumer Selection of Telecommunication and Broadcasting Bundling Service Provider. The Journal of Korean Institute of Communications and Information Sciences, 44, 2, (2019), 418-432. DOI: 10.7840/kics.2019.44.2.418.

[KICS Style]

Yeonjin Park and Hyunmoon Shin, "An Exploratory Research of Potential Mobile Market Power Leverage Effect with Empirical Analysis of Influencing Factors on Consumer Selection of Telecommunication and Broadcasting Bundling Service Provider," The Journal of Korean Institute of Communications and Information Sciences, vol. 44, no. 2, pp. 418-432, 2. 2019. (https://doi.org/10.7840/kics.2019.44.2.418)

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pISSN : 1226 - 4717
eISSN : 2287 - 3880