종합유선방송사업자의채널번들링에관한연구 - 수용자행태및선호도분석을중심으로 - 2009. 12
1...,....,. 3,. 3, 4 1, 5 3 4, 2, 5 1 2, 4 2. 3,
2.,,,,.. R&R.. 2009 12
3 1 9 1 17 2 20 1 20 1. 20 2. 21 2 25 1. 25 2. 26 3. 27 4. 28 3 32 1 32 1. FCC 32 2. TV 37 2 41 1. 42 2. KT IPTV 45 4 47
4 1 47 1. 47 2. 57 2 73 1. 73 2. 79 5 87 1 87 2 88 1. 88 2. 90 3. 92 3 95 1. 95 2. 97 4 100 1. 100 2. 102 3. 104 6 107 111 1 TV 114 2 122
5 2 1 TV 22 2 2 23 2 3 TV SO (2009 ) 24 2 4 (2009 7 ) 26 2 5 MPP 27 2 6 28 2 7 () 29 2 8 () 30 2 9 () 31 3 1 38 3 2 39 3 3! HD 40 3 4! e2 40 3 5! 41 3 6 42 3 7 43 3 8 44 3 9 QOOK TV 45 4 1 A B 48 4 2 49 4 3 50 4 4 Top-15 61
6 4 5 Crawford and Cullen(2007) 64 4 6 Crawford and Cullen(2007) 67 4 7 (2002) 69 4 8 (2002) 70 4 9 (2002) 71 4 10 (2008) 72 5 1 87 5 2 88 5 3 ( 110 ) 90 5 4 92 5 5 93 5 6 : 94 5 7 95 5 8 99 5 9 101 5 10 ( ) 105 5 11 ( ) 105 5 12 ( ) 105
7 4 1 A 51 4 2 B 51 4 3 AB 51 4 4 Salop Circle 52 4 5 Salop Circle 54 4 6 56 4 7 74 5 1 89 5 2 ( 110 ) 89 5 3 91 5 4 91 5 5 93 5 6 94 5 7 96 5 8 97 5 9 100 5 10 102
9 1..... 3.,., ( )..,.. 2. 3
10. 4. 5,. 2,, IPTV,. PP. PP 200.,. 3,. 3 FCC.. (themed tiers). (subscriber-selected tiers)
11.. FCC TV. TV 70 70 15 15,,. KT QOOK TV IPTV. KT IPTV,,,,. 19 13.,,, / 4. QOOK TV FCC. 4., Rennhoff and Serfes(2009)... Rennhoff and Serfes(2009)
12 TV. Rennhoff and Serfes(2009). Crawford and Cullen(2007)... Crawford and Cullen(2007). (aggregate market data). SO-PP..,,.....
13. 5,.,., 250. 2., 60, 42%. 12.2., TV PP.,,,. 3. 4, 70.. 5. 70.
14,., 4. 4.,,, 4. 16 4 2 1 3.. 1 1 20,000. 6.,., ( TV, IPTV, )..., PP
15. (converter)..,., ( ).,...,....,.,.,.
1 17 1... (,, ). 1) (themed tiers) (subscriber-selected tiers). 2) TV. 3),. 1) (2008). 2) 3. 3)..
18.,.,., (CAS)., (PP).,.,..... 3.,., ( )..
1 19.. 3. 4. 5,.
20 2 1 1980, 1991, 1995.,. 1. 4)..,,..,...,,,. 4) (2009).
2 21.,,.. SO, NO, PP,,. PP. 49%, SO, PP PP...,.. 2.,..,,. ( ) 77 (tiering).
22,...,. 2 1 TV 1( ) 4 17-20 2( ) 6 26-30 3( 1) 8 34-40 3( 2) 1 50 4( ) 1 5 51-60 1 5 TV 70, R 20 2 2 TV 117, R 30 : TV(2007).... TV,,,,,.,. 2,.
2 23 2 2 781 703 541 704 551 708 562 1 531 2 ( ) ( ) ( ).,. ( ) (). 703 () 3... 704 1., ( ) ().,,. 708 () 1. 2.. 95. 95 2
24,.,..,. 2 3 TV SO (2009 ) PP 2 KBS1, EBS 3 KTV,, OUN 2 YTN, MBN 3 ( 1 ) 6 6 6 1 3, SO. 5).,, 5)...,.
2 25...,.,. (80% ), ( 40%, 25%, 35%, 60%). PP PP. PP.,.. 2 1. PP,.,, PP.
26 2009 2008 103. MSO,, CJ,, CMB, HCN,,, MSO 79, 1 9,737. MSO 82%. 2..,.,. 2 4 (2009 7 ) TV Radio Data 239 64 68 : PP TV,, PP, TV PP 2009 7 239., PP PP. PP,. (MPP). 2009, CJ MPP 2008 16. 13, 5 MPP
2 27 47%. MPP. 2 5 MPP ( ) (%) CJ 16 5,504 20.8% 13 2,938 11.1% MBC 5 1,660 6.3% SBS 6 1,437 5.4% KBS 5 822 3.1% MPP 12,362 46.7% 26,470 100% : CJ,. : (2009). 3. 2009, 75, 156..,,.,,,. 1, 2. 2,..
28, 100, 3.82. 85, 2.28. 2 6 SO 100 3.82 5 1 85 2.28 5 1 :. 4.,. MSO 15 SO 5,474 22.8%.,,,, 4. 2009 4 17,. 2 7 4.,. 21, 42, 52, 77.,. 30 2 8...
2 29 6. 5.,., 4, 4. 2.,,. 2 7 () 21 42 ( +21 ) 6) 52 ( +10 ) 77 ( +25 ) 0% 4,000 5,800 8,000 15,000 1 10% 3,600 5,220 7,200 13,500 2 20% 3,200 4,640 6,400 12,000 3 30% 2,800 4,060 5,600 10,500 0% 15,000 1 13% 13,050 2 23% 11,550 3 33% 10,050 : (2009. 4. 17 ) 2. 90, 110 HD., 6).
30, 16,000 24,000. 2 8 () 1 6 6 6 6 2 2 2 2 2 3 5 5 5 5 4 4 5 5 6 5 1 5 6 6 6 0 4 5 7 7 0 0 1 6 8 0 0 1 3 9 0 2 2 3 10 0 0 1 3 11 0 2 3 8 12 0 1 2 2 13 0 2 3 3 14 0 0 1 2 15 0 0 0 2 16 1 2 2 5 17 1 1 1 1 18 1 5 6 7 21 42 52 77 : (2009. 4. 17 ). 2 9..., 7 6
2 31. 6.,. 1 90, 77. 2 9 () 1 6 6 2 2 2 3 5 5 4 7 8 5 7 7 6 6 6 7 6 6 8 3 4 9 6 6 10 4 4 11, 6 18 12, 3 5 13 5 5 14, 4 5 15 2 2 16, 7 7 17 1 1 18 10 13 90 110 : (2009. 4. 17 ).
32 3. FCC TV. IPTV. 1 FCC FCC 3. TV. FCC 3. 1. FCC. FCC(Federal Communications Commission). 7) 2006 7) Federal Communications Commission(2004, 2006).
3 33. FCC. 8) FCC 3. (mixed bundling). 9) (themed tiers). (subscriber-selected tiers).... (mixed bundling). FCC., (pay-per-view), VOD(video-on-demand). 10)11) 8) Federal Communications Commission(2006). 9) FCC.. 10) VOD VOD.
34 FCC.,.,.,.,....... (license fee). 11) VOD, SVOD(subscription VOD). SVOD., HBO SVOD 3 VOD.
3 35.. (de facto tying).. (themed tiers) ().., Charter, 4. / (family and information tier),,, (Latino tier). Bright House Networks. Cablevision,, 7. 12) Comcast 4.95 6, Cox 34.95 35. (digital family tier). Rogers Cable 5.99 family fun, EastLink 6.95 Education Pak. 13), CableBahamas 12) Cablevision 2005 4.95 10.(CableFax Daily, April 13, 2005) 13) Rogers Cable family fun BBC Canada, BBC Kids, Biography Channel, Country Canada, Detroit Public Television, Discovery Kids, National Geographic, Treehouse
36 5.95 Family Pak. Starhub 20 3 ( Kids group). 14)..... (subscriber-selected tiers).... 15) (feasibility)., Videotron 19.48 22. 5 6, 20, 30, 65, 106. EastLink Education Pak Documentary Channel, Biography, BBC Kids, National Geographic, Discovery Kids, Discovery Civilization, Animal Plannet. 14) Starhub Kids Cartoon Network, Nickelodeon, Disney Channel. 15) Brown and Alexander(2004) quasi-bundling.
3 37. Rogers Cable. 30 24 8.95, 2.49. 9.95 5 5-pack, 14.95 10 10-pack, 18.75 15 15-pack.... 2. TV IPTV,, TV TV(Sky Perfect TV). 16) TV,! HD,! e2,! 3.,! HD HD 280 HD 18.! e2 110 CS TV 70. 16) TV (http:\\www.skyperfectv.co.jp/hikaku/) 2009 7
38! TV! HD BS. 3 1! HD! e2! HD 280(! SD), HD 18 18 280 2009 10 HD 70 PPV,! HD +! 110 CS TV 70 70 HD 7 110 CS TV 110 CS TV 110 CS + BS,110 CS TV! HD, BS! 280, BS! CS,, 2,940 410.,,, PPV(pay-per view), PPD(pay-per day). 17) 3 17) PPV PPD
3 39,! HD. 3 2! HD! e2! 2,940 410 ( ),, PPV, PPD,,,, 315 ( ) PPV, PPD 82.5 (, TV + ).! HD! 68 3,500.! HD 68 8 HD 76, 2009 9 3,500 (/ ), 4,700 /.! 15! 68 15., 6 1,260 / ( 3 3 ).,. 18) 1. PPD PPV. 18)! HD 1 2.
40 3 3! HD 19)! HD 76(HD8)! 68 3,500 /! 15 15 2,800 / 6 1,260 / 9 3,600 / beat4 4 1,155 / 6 1,575 / 3 1,300 / 2009 9 3,500 / 4,700 /.! e2! e2 41, 3,570..! HD. 20) 3 4! e2 e2 41 3,570 / 3 3 1,890 / e2! 6 2,835 / J Selection 7 2,580 / Selection 7 3,500 / e2 Selection 8 5,500 / 16 3,200 / J sports ALL 4 2,400 / WWE 2009 1 14,700 / 19)! HD 1 1. 20)! e2 1 3.
3 41.!!,,, TV.!. 3 5! TV 410 315 210 472.5 3,550 4,957.5, 410 315 210 472.5 2,950 4,357.5 410 315 210 472.5 210 472.5 682.5 :, BS, FM!! HD! e2,. 21),. 22) 2 KT QOOK TV( IPTV). 21)! 1 4,! 1 5. 22) 1 6.
42 1. 23) 2005., 49.8%.. 3 6 (400 700 /1ch, /5 ) / A 700 OCN, MBC, SBS, KBS DRAMA, TV, YTN, XTM, SBS, MBC-ESPN, SBS, KBS N SPORTS, J, MBC every1, TVN, Xports, CGV, B 600 Sky, Discovery Channel, Q, Mplex, MBC, AniOne TV, JEI, Animax, AniBOX C 500 TV, Asia N, TV, OnStyle, M2, MBN, CNTV, NGC Korea, MGM, YTN,, KM, The Disney Channel,, FTV, TV, EtNTV, STAR Sports,, TV Arte, Animal Planet,, BBC Entertainment, E!Entertainment Television, KBS JOY, TV, EBS English, TV D 400 CNN, NHK World Premium, JEI English TV,, CCTV4, BBC World, TV, CTS TV, ATV ( 23ch, 2) KBS1, KBS2, MBC, SBS, EBS, ( ), ( ), KBS PRIME,, KTV, OUN,, RTV, CBS TV,, btn,,,, CJ, GS, EBS 1, EBS 2, MBC NET, SkyRainbow : (2009). 23) (2009).
3 43 2 25,., 5. 400 700.,. 2009 5 112,564 2,381,295 4.7%. 3 7 2006 2007 2008 2009.5 2184 34,385 114,142 112,564 1,965,963 2,151,882 2,354,354 2,381,295 (%) 0.1% 1.6% 4.8% 4.7% : (2009).,, 12.,., 3 8 TV, EBS English,, ATV, TFV, CNN, TV, 30 30.,,,.
44 3 8 1 MBC-ESPN 110,421 8 700 2 KBS SKY DRAMA 109,624 2 700 3 MBC 109,452 1 700 4 OCN 76,375 5 700 5 SBS 75,340 18 700 6 YTN 75,178 6 700 7 JEI 72,349 26 600 8 TV 71,994 75 500 9 SBS 71,016 3 700 10 KBS N SPORTS 70,218 17 700 11 MBC Every1 64,039 23 700 12 EBS English 57,649 65 500 13 XTM 56,190 12 700 14 47,038 25 600 15 TV 39,777 13 500 16 37,032 79 400 17 ATV 34,621 91 400 18 31,345 11 600 19 Sky 30,641 22 600 20 FTV 22,697 59 500 21 MBN 20,652 24 500 22 Q 8,474 16 600 23 6,488 40 500 24 KBSJOY 5,017 4 500 25 SBS 3,750 19 700 26 3,042 32 500 27 CNN 1,983 77 400 28 J Golf 1,979 43 700 29 TV 1,930 67 400 30 1,845 61 500 31 TV 1,408 9 700 32 KMTV 1,234 58 500 33 The Disney Channel 1,222 53 500 34 E!TV 1,197 15 500 35 NHK WORLD Premium 1,178 76 400 : 2009 5. : (2009).
3 45 2. KT IPTV KT IPTV( QOOK TV) ( 80 ), ( 70 ), ( 50 ),,. 24).. 3 9 QOOK TV (19 ) QOOK TV PLUS,, SBS(), KBS2,, KBS1,, MBC, GS, EBS, CJ, YTN, OUN, KTV,, BBS, Good TV, IPTV, (13 ) (13 ) (13 ) / (13 ) OCN SkyHD TV NHK ANIMAX TV OCN TV Asia N TV Bloomberg Fox News TV TV CNN International mplex Sky EBS PLUS1 BBC WorldWide AXN FSTV EBS PLUS2 tbs TV MGM+13+ TV IPTV TV 24 VOOM HD MBCNET IPSN TV History HD TV V TV TV TV : KT. 19 13 24) IPTV KT (2009 11 )
46,,, / 4. 8,000 2,000. 1 10,000 3 20% 8,000. 25) FCC QOOK TV. 25) KT
4 47 4 2, 3., 1, 2 3. 1.. 1......,,,
48. 26) 2 (second degree price discrimination). 2 (heterogenous).,. A B.. 27) A B, AB. 4 1 A B A B AB 100 70 170 70 100 170. 26) Nalebuff(2003). 27) Adams and Yellen(1976), Schmalensee(1984), McAfee et al.(1989).
4 49., A 100 70.,..,. A B 2. A? 70 100. 28)29) 4 2 (A) (A) (A) (A, B ) 70 2 70 2 = 140 140 2 = 280 100 1 100 1 = 100 100 2 = 200 A 100 A 100 1 A 100 A B 28) A B 0. 29) 70 100. 100 A 0. A 71 99 100 1 100. A 70 70 2 70.
50 200. A 70 2 A 140 A B 2 280. 70.. AB 170. 170 2 340. 280.. 100 70 30 60. 0. 4 3 280 (100 70) 2 = 60 340 0.. A B..,.. 0.
4 51 4 1 A 4 2 B 4 3 AB.... TV, TV. 1) Rennhoff and Serfes(2009). General Accounting Office(GAO) 2003 10 TV 5 40%. 12%. TV., TV.,
52.. Rennhoff and Serfes(2009). 2) 2. (upstream firm), (downstream firm).,.,.,,, 4., 1. 4 Salop. 4 4 Salop Circle
4 53 (second-best).,..,,,. 6,. 를구입하는경우 를구입하는경우 를구입하는경우,,..,...,., (timing). 1 (upstream prices), 2 (downstream prices). 3. 3), backward induction 3.
54 6?., Salop circle., Salop circle. Salop circle?. Salop circle. 4 5 Salop Circle, 0( 1), 1/4, 1/2, 3/4..,
4 55... Salop circle ( ). (,,, ).. 30) 1 2. Rennhoff and Serfes(2009)... Rennhoff and Serfes(2009).,. (1) ( ).(No Bundling: NB ) (2) ( ).(Mixed Bundling: MB ) (3) ( ) (Pure Bundling: PB). 31).. (1) ( ) 2 30) Rennhoff and Serfes(2009). 31).
56.,.(No Consumer makes Multiple purchases: NCM ) (2) ( ) 2.(Some Consumers make Multiple purchases: SCM ) (3) ( ) 2.(All Consumers make Multiple purchases: ACM ) 4) (social surplus) (total benefit), (transport cost), (consumer surplus). 4 6. 4 6,
4 57.., NCM 0. SCM ACM.. NB 0.. 0. (PB).,..,. 5) Rennhoff and Serfes(2009)? TV Rennhoff and Serfes (2009). Rennhoff and Serfes(2009). 2. 4.
58....... Crawford(2008) TV. TV., (network),., (à la carte). Crawford(2008).. TV 1996. 1) Crawford(2008) Bakos and Brynjolfsson(1999). Bakos and Brynjolfsson(1999)..
4 59. (Willingness to Pay: WTP) (Laws of Large Numbers: LLN).,.. (negative correlation)..,.. 2) TV TV., (broadcast networks). ABC, CBS, NBC, FOX., (cable programming networks), MTV, CNN, ESPN., (premium programming networks) HBO Showtime. (pay-per-view networks) (on-demand),. SO(system operators) (basic service) (premium service). (expanded basic service). 32) 32) 1992 Cable Act. SO
60.??, (converter) (unbundling). 33),. 50%. 3) Warren Publishing s Television and Cable Factbook Directory of Cable Systems 1996 1,159 SO. SO SO. 1/3 SO., 6 17. Crawford(2008) 15 ( 4 4 ) 1,159 SO., 15 SO. WTBS, CNN, ESPN 95%. 33) SO (complementarity in cost), (economies of scope)..
4 61 SO., 15 SO. 4 4 Top-15 () 1 TBS Superstation 77.0 General interest 2 Discovery Channel 76.4 Nature 3 ESPN 76.2 Sports 4 USA Network 75.8 General interest 5 C-SPAN 75.7 Public affairs 6 TNT 75.6 General interest 7 FOX Family Channel 74.0 General interest/kids 8 TNN 74.0 General interest/country 9 Lifetime Television 73.4 Women s 10 CNN 73.0 News 11 A&E 73.0 General interest 12 The Weather Channel 72.0 Weather 13 QVC 70.1 Home Shopping 14 The Learning Channel 70.0 Science 15 MTV: Music Television 69.4 Music : Crawford(2008). Crawford(2008) TV. log (4-1) n s. s
62. n. n s. n, n s, n s.. DMA(Designated Market Area), (median income), 5 18,.. 15. other cable networks.. (4 1).. 1, 0. Crawford(2008) 15 general-interest special-interest. TBS, USA, TNT, MTV Lifetime. MTV, Lifetime.. general-interest special-interest. special-interest
4 63. 4%.. Crawford and Cullen(2007) (numerical analysis). 34) TV (average system) (calibration) (simulation). FCC, 45.32 72%, 45. Crawford and Cullen(2007) California Cable of Monterey. MSO(Multiple System Operator) Comcast. 50 44.05 74%. Crawford and Cullen(2007).. 5. Monterey.,.. 11. 34) Crawford and Yurukoglu(2007).
64 4 5 Crawford and Cullen(2007) (General Interest) ESPN ESPN2 Golf Channel Outdoor Life Network Fox Sports Net Turner Network TV USA Cable Lifetime, Spike TV TBS Superstation FX, TV Land oh! Oxygen (Family) Nickelodeon ABC Family Channel Cartoon Network Disney Channel Hallmark Channel CNN, CNBC Weather Channel Headline News FOx News Channel MSNBC C-SPAN, C-SPAN2 A&E, AME Gala Vision, Telemundo / MTV VH1 BET Bravo Country Music TV Home Shopping Network QVC ShopNBC : Crawford and Cullen(2007). (Specialty) Histroy Channel Comedy Central HGTV, Court TV E! Entertainment TV Food Network Discovery Channel Learning Channel Animal Planet TV Guide Channel, California Channel, KMWB 1) Crawford and Cullen(2007).,.. 35), 0 (positive). 35) Booz Allen Hamilton(2004).
4 65 ( ).,.,..,., (converter)..,..,.,..,.. 2., (Willingness-To-Pay: WTP)?.. (residual demand).
66... 2) Crawford and Cullen(2007) 2. 1 Monterey ( ). 36). 2 1. 1. Monterey 44.05 72%.?.,., 28%., Monterey 47 151.29. 10.37 ( ). 2 2. 1 2. Crawford and Cullen(2007). 36).
4 67 0. (weekly cumulative viewing) 2.5. 37) (location parameter) (shape parameter) (log-normal). 4 6 Crawford and Cullen(2007) ( ) 1 ( ) 2 ( ) 0.86 1.47 0.90 10.37 17.17 11.84 : Crawford and Cullen(2007).. Monterey Monterey 8.9%. Monterey Kagan 91.1%. { }..,. 2. 37) 2.5 Crawford and Cullen(2007).
68.,..., 4 6 1.47. 0.86., 17.17. 10.37.. 50 41.. 0.90 0.86. 10.37 11.84., 50 24. 3)...
4 69 (trade-off). Crawford and Cullen(2007).. (2002). 2001. 77 8. 8, 4, 1, 2, 1., SO 4 (,,, ), SO 4 (,,, ). SO 41 42 334., 70%, 41.8, 46.7%. 4 7 (2002) SO TV, TV TV, TV TV,, TV, TV : (2002) (2002)
70. (2002) ( ),,, (themed tiering),. 4 8 (2002) (%) 100 29.9 234 70.1 20 49 14.7 30 85 25.4 40 118 35.3 50 82 24.6 100 19 5.7 101 150 16 4.8 151 200 46 13.8 201 250 83 24.9 251 300 65 19.5 300 105 31.4 105 31.4 212 63.5 + HBO 17 5.1 : (2002),, ( 4 9 ). 1,., 54%.
4 71 4 9 (2002),,,,,,, SO 3 8 (,,,,,,, ; 3 ) 1 (%) 2.55 24.6 0 0 2.48 19.8 0.04 9.21 1,000 2.14 29.0 0.21 53.95 (55, 17,000 ) 200 800 : (2002) 2.83 26.6 0.14 36.84. (2008). (7 ), (10 ), (3 ), (10 ), (10 ) 40. 20 50 20 8, 30 9, 40 9, 50 10 4. 18 22. TV. TV 20, TV 6, 8, IPTV 6...,, 3
72. 33, 5, 2.. 40 78% 31. 12.5%.. +. (, 4,000 6,000 ). 4 10. 4 10 (2008) (%) ( ) 10 25.0 + 2 8 20.0 + 34 11 27.5 + 59 5 12.5 +10 4 10.0 2 5.0 40 100.0 : (2008).
4 73 2 (aggregate market data). SO-PP..,,.. 1.. (Conjoint Analysis) (Conjoint) Consider Jointly,,. (attribute), (, 1997). 1970.,,,,,.,.
74 (Green and Srinivasan, 1990).. (part-worth).,,....., 3, 4, 4 7 미니밴 / 연비 25km/l 와왜곤 / 연비 20km/l 에대한선호는? 43 0 세단왜곤미니밴차체형태 26 24 17 0 3 10 15 20 25 연비 * (Preference) = (Part-worth) ** 특정속성의중요도 =( 특정속성의범위 / 속성의범위 )*100(%)
4 75 (, 1997)., 25Km/l, 20Km/l... Green and Srinivasan(1978).,. () (part-worth function model), (vector model) (ideal model). (part-worth function model) (, 2007). 1 2.,.,.. (vector model).
76 (, 2007). (ideal-point model). 2.., / (R-squares).,. (full profile method) (trade-off method). (full profile method).,. (trade-off method)..,.. Factorial Design. Latin Square Design Conjoint Designer Fractional Factorial Design 16.,. (verbal description), (paragraph description) (pictorial representation) (Green and Srinivasan,
4 77 1990).,,.,.,..,.. LINMAP, MONANOVA, PREFMAP nonmetric. (, 2007).., (focus group interview),.,.,,,., /.,... (choice simulation)
78 (most preferred rule model), BTL (Bradley-Terry-Luce model), (logit model) (, 2007). (binary). j, j 1, 0.. 100%.. BTL (Bradley-Terry-Luce model) j j.. : i j : i j (logit model).. exp exp exp exp exp : i j : i j, BTL, Logit (, 2007).
4 79... (, 1997).,.,.,.,.,. (, 1997).,,,.,,. 2..,,.,., 6 (Green and Srinivasan, 1990)..
80 (Green and Srinivasan, 1990) (choice-based conjoint) (discrete choice model) (Louviere and Woodworth, 1983).. (compositional approach), (decompositional approach), (hybrid approach) (Green and Srinivasan, 1990)..,.. self-explication, (hybrid), (adaptive) (Green and Srinivasan, 1990). self-explication,. 1) Self-Explication self-explication, 0 10 ( 10, 0). 100.. self-explication
4 81. (Green and Srinivasan, 1990)., (intercorrelation).,,., (double counting)., self-explication. full profile.., self-explication. full profile.. self-explication (full profile method). 2) Hybrid (Green et al., 1981) self-explication. self-explicated. 3 9.
82 1. self-explicated.,, self-explication (Green and Srinivasan, 1990)., 7 6 self-explication. 7 5 full profile. full profile full profile self-explication, self-explicated data.,. 3) (Adaptive Conjoint Analysis, ACA) 1980 (Johnson, 1987).. Sawtooth Software. self-explication.. (paired comparison)..
4 83.. self-explicated. full-profile (Green and Srinivasan, 1990). full-profile holdout.,,,, (Green and Srinivasan, 1990)., Green and Srinivasan(1990). 6 full-profile. 10 self-explication..,.,..,..
84..,.. (Louviere and Woodworth, 1983).,... (choice-based conjoint analysis). (choice-based conjoint analysis) (discrete choice model) (choice experiment) (Louviere and Woodworth, 1983).. (no-choice). (, 2007). (choice set). (, 2009)..
4 85. (, 2009;, 1998).,...,.. (, 1998).,. (, 1998).,. (2007) (hierarchical Bayes).. 3 20. (Markov Chain Monte Carlo)
86. (2006). (willingness to pay),. (2009),.
5 87 5 1..,. 38) 2009 10 21 11 4 4,..,. 250 250 500.. 5 1 20 32 32 32 32 30 35 35 35 35 40 32 32 32 32 50 26 26 26 26 38) (2009),.
88 2 1., 2, 3, 7.. 5 2 (: %) 20 30 40 50 ( ) (250) (250) (128) (140) (128) (104) (250) (250) 1 7.6 10.0 8.6 10.7 9.4 5.8 1.2 16.4 2 26.0 26.4 29.7 26.4 23.4 25.0 8.4 44.0 3 20.8 16.4 22.7 17.9 20.3 12.5 11.2 26.0 4 9.2 16.0 16.4 12.9 9.4 11.5 14.0 11.2 6 18.0 12.4 14.1 13.6 14.8 19.2 28.0 2.4 7 18.4 18.8 8.6 18.6 22.7 26.0 37.2 ( ) 3.6 3.6 2.8 3.5 3.9 4.4 5.6 1.6. 1 41.8%,, 1, 2, 3 67%. 59.2%. 73.6%
5 89 5 1 (: %), 39.2% 3..,,. 5 2 ( 110 ) (: %)
90., 20,. 5 3 ( 110 ) (: %) 20 30 40 50 ( ) (56) (54) (24) (32) (33) (21) (12) (98) HD 44.6 55.6 41.7 50.0 51.5 57.1 16.7 54.1 25.0 9.3 20.8 15.6 21.2 9.5 25.0 16.3 10.7 11.1 20.8 12.5 3.0 9.5 33.3 8.2 7.1 9.3 4.2 6.3 12.1 9.5 9.2 5.4 1.9 4.2 3.1 6.1 8.3 3.1 1.8 3.7 4.2 9.5 3.1 1.8 1.9 6.1 2.0 1.9 3.1 1.0 1.9 3.1 1.0 3.6 3.7 4.2 6.3 4.8 16.7 2.0 2. 64.5. 56.7, 72.2,.., 42.6%. 5, 4
5 91.., 20 39.8%, 50 47.1%. 5 3 (: ) 34.2., 35, 15 60 7%. 5 4 (: )
92, 20 30 34.6 38.4, 50 29.4.,. 5 4 (: %) 20 30 40 50 ( ) (104) (116) (52) (67) (52) (49) (92) (128) 15 5.8 7.8 3.8 6.0 9.6 8.2 8.7 5.5 25 25.0 19.8 23.1 17.9 15.4 34.7 37.0 11.7 35 32.7 29.3 32.7 28.4 34.6 28.6 28.3 32.8 50 17.3 17.2 13.5 19.4 19.2 16.3 14.1 19.5 60 13.5 18.1 21.2 16.4 17.3 8.2 6.5 22.7 60 5.8 7.8 5.8 11.9 3.8 4.1 5.4 7.8 () 33.3 35.1 34.6 38.4 33.2 29.4 29.8 37.4 3.. 12.2., 7 8., 15, 5 5.8%. 20 40 12..
5 93. 5 5 (: ) 5 5 (: ) 20 30 40 50 12.6 12.6 12.3 11.0 16,..., 26%.,, 10%.,.,, 9.1%, 42.9%. 33.7%, 3.5%.
94 20. 5 6 (: %) :, 5 6 : (: %) 20 30 40 50 ( ) (250) (250) (128) (140) (128) (104) (250) (250) 17.9 35.1 22.5 27.4 27.9 33.2 26.6 26.4 9.1 42.9 18.1 28.6 26.4 31.7 27.0 25.0 33.7 3.5 20.2 20.5 20.5 16.5 19.3 17.4 17.5 16.0 22.1 17.9 17.9 14.3 16.5 16.9 11.6 15.7 27.9 12.6 12.6 5.1 13.9 13.5 / 11.3 8.4 7.8 9.4 9.4 10.9 11.7 9.6 7.3 9.2 11.2 7.5 7.5 9.1 8.1 7.7 / 5.4 4.4 5.9 6.0 6.0 5.9 4.5 5.7 / 3.1 6.0 3.9 3.5 3.5 5.2 3.8 4.0 1.8 6.0 5.0 8.6 8.6 1.0 3.7 4.1 2.3 4.1 2.9 2.5 2.5 4.6 3.6 2.8 :,
5 95 3 FCC (2006) 4. 5 7 1 70 2 3 4 5 70. 4, 4. 1. 4 41.2%, 29.0%. 15.6% 14.2%.
96 5 7 (4 145 ) 1. 1 1 11,000. 145, TV 9,500 TV 12,600. ( 71 ) 2,900., 1,000 1,500 36.6%. 1..
5 97 5 8 ( 4 78 ) 3.9. 3 38.5%.,,,,,. ( 206 ) 5, 10, 15, 20 4 43.7% 20. 37.4% 15. 17.5% 10, 1.5% 5. 2. 4. 1 15,000 70 (
98 4). 2 4. (2009) 4. 1! HD 5,000 ( 4,700 ) 500 1/10. 39) 1/10 2 1,500. 40) 4! 15! 15 2,800. 41) HD 15 4 9,000. (2009) 3 70 5 14. 3. 6 1,260. 42) 3 HD 39) 3 3 1 2 40) 15,000 1/10 41) 3 3 42) 3 3
5 99 5 1 3,000. 5 8 1( ) 2( ) 1 15,000 50,000 2 1 1,500 1 5,000 3 1 3,000 1 10,000 4 15 9,000 15 30,000 1. 42.6% 4, (35.0%), (16.0%), (6.4%). ( 5 9 ). (2009). 1! HD 50,000.( 5 8 2 ) 2( ). 35.0%( ) 4.6%, 16.0% 23.4% 42.6% 65.4%.( 5 9 )
100 5 9 4 (marginal willingness to pay).... 43). 1. 43) (2007).
5 101,,, () 4. 5 9.,, 3. TV. 0%(0), 10%(1), 20%(2) 3 10% 30 10% 3. 3, 3 1. 44) 5 9 30 0%(0) 10,000 40 10%(1) 15,000 50 20%(2) 20,000 3 81. 0% 10% 20% 16. 4 2 44) 4.
102 1. 5 10 3. 1 30 10,000., 2 50 20% 10. 10 2. 16 16. 45) 5 10 카드 1 카드 2 카드 3 선택권없음 30 개 0%(0 장르 ) 10,000 원 장르묶음선택권 50 개 20%(2 장르 ) 20,000 원 아무것도선택하지않음 2. (discrete choice model) (conditional logit model).. 46). (random utility model). 45) 16 2. 46) (multinomial logit model).
5 103. ( ). 47).,, I (Type I Extreme Value or Gumbel Distribution). N., 1, 0.. 47),.
104. 1 0. 1 0.,,,, (). (marginal willingness to pay: MWTP). 48),,,. 3. 5 10. t,..,,,, ( ).,.,. 48) (2006).
5 105 5 10 ( ) t p-value 0.2626153 0.073378 3.58 0.000 0.1557723 0.0755907 2.06 0.039 0.0575147 0.0014365 40.04 0.000 0.0183368 0.003962 4.63 0.000 0.0001718 4.21e-06 40.80 0.000,.. 5 11 5 12. 5 11 ( ) t p-value 0.2248393 0.1053848 2.13 0.033 0.0359696 0.1085932 0.33 0.740 0.0620591 0.0021046 29.49 0.000 0.0199085 0.0056979 3.49 0.000 0.0001829 6.16e-06 29.67 0.000 5 12 ( ) t p-value 0.2990708 0.1023776 2.92 0.003 0.2674862 0.1054631 2.54 0.011 0.0533638 0.0019711 27.07 0.000 0.0168443 0.0055196 3.05 0.002 0.0001618 5.78e-06 28.00 0.000
106,,.. 0.., t 0.57.,... 0.2674862 1 1,653 (1 19,838 ), 0.2990708 1 1,848 (1 22,181 )..,,,.
6 107 6,.,,,... 500.,,,,.,,,.., ( ).,,..,,.,
108..,.. TV..,., IPTV.,.,. ( )..,,.., PP ( ).,
6 109. 30 20, 10. PP.,.......,.....,..
110..,.,.,..,...
111 (2006),, 54(4), pp.141 161. (2002),, 16(3), pp.7 44. (1998), :, 13(1), pp.87 104. (2007),, 07-05,. (1997),,,. (2009), 2009,. (2009),, 12(3), pp.33 52. (2008),,. (2008), TV :, 67, pp.200 225. (2007),, 15(3), pp.25 47. (2007),,. (2009),, (: Research & Research). TV(2007), TV.
112 (2009),, KISDI. Adams, W. J. and Yellen, J. L.(1976), Commodity Bundling and the Burden of Monopoly, Quarterly Journal of Economics, 90, pp.475 498. Bakos, Y. and Brynjolfsson, E.(1999), Bundling Information Goods: Pricing, Profits, and Efficiency, Management Science, 45(2), pp.1613 1630. Booz Allen Hamilton(2004), The À La Carte Paradox: Higher Consumer Costs and Reduced Programming Diversity, Discussion Paper, Booz Allen Hamilton, Report prepared for the National Cable & Telecommunications Association. Brown, K. and Alexander, P. J.(2004). Bundling in Cable Television; A Pedagogical Note with a Policy Option, The International Journal on Media Management, 6(3&4), pp.162 167. Crawford, G. S.(2008), The Discriminatory Incentives to Bundle in the Cable Television Industry, Quantitative Marketing and Economics, 6, pp.41 78. Crawford, G. S. and Cullen, J.(2007), Bundling, Product Choice, and Efficiency: Should Cable Television Networks be Offered À La Carte?, Information Economics and Policy, 19, pp.379 404. Crawford, G. S. and Yurukoglu, A.(2007), Demand, Pricing, and Bundling in Subscription Television Markets, mimeo, University of Arizona. Federal Communications Commission(2004). Report on the Packaging and Sale of Video Programming Services to the Public. Federal Communications Commission(2006). Further Report on the Packaging and Sale of Video Programming Services to the Public. Green, P. E., Goldberg, S. M., and Montemayor, M.(1981), A Hybrid Utility Estimation Model for Conjoint Analysis, Journal of Marketing, 45(Winter), pp.33 41. Green, P. E. and Srinivasan, V.(1978), Conjoint Analysis in Consumer Research:
113 Issues and Outlook, Journal of Consumer Research, 5(Sep.), pp.103 23. Green, P. E. and Srinivasan, V.(1990), Conjoint Analysis in Marketing: New Developments With Implications for Research and Practice, Journal of Marketing, 54(Oct.), pp.3 19. Johnson, R. M.(1987), Adaptive Conjoint Analysis, in Sawtooth Software Conference on Perceptual Mapping, Conjoint Analysis, and Computer Interviewing, Ketchum, ID: Sawtooth Software, pp.253 265. Louviere, J. J. and Woodworth, G.(1983), Design and Analysis of Simulated Consumer Choice or Allocation Experiments: An Approach Based on Aggregated Data, Journal of Marketing, 20(Nov.), pp.350 367. McAfee, P., McMillan, J., and Whinston, M.(1989), Multiproduct Monopoly, Commodity Bundling, and Correlation of Values, Quarterly Journal of Economics, 104, pp. 371 384. Nalebuff, B.(2003), Bundling, Tying, and Portfolio Effects, DTI Economics Paper No. 1. Rennhoff, A. D. and Serfes, K.(2009), The Role of Upstream-Downstream Competition on Bundling Decisions: Should Regulators Force Firms to Unbundle?, Journal of Economics and Management Strategy, 18(2), pp.547 588. Schmalensee, R.(1984), Gaussian Demand and Commodity Bundling, Journal of Business, 57, pp.s211 S235. http://www.qook.co.kr/ http:\\www.skyperfectv.co.jp/hikaku/
114 1 TV 1 1! HD 2009 9! HD 76(HD8) 3,500 / 4,700 /! 68 3,500 /! 15 15 2,800 / 6 1,260 / New Movie(Japanese) 7 2,790 / 8 2,890 / MAX 12 3,490 / &! 6 3,140 / J1 & J2 +HD 4(HD3) 2,980 / J1 Live+HD 4(HD3) 2,780 / +HD 4(HD2) 3,800 / +HD+WOWOW 5(HD2) 5,480 / J +HD 5(HD3) 5,980 / J +HD+WOWOW 6(HD3) 7,660 / J1 & J2 9 2,780 / J1 9 2,580 / J2 7 1,580 / 9 3,600 / +WOWOW 10 5,280 / J 10 5,780 / J +WOWOW 11 7,460 / HD 11(HD4) 2010 2 3,200 / 3,800 / 10 3,200 / Pro Wrestling 4 2,990 / WWE 2009 1 14,700 / beat4 4 1,155 / 4 980 /
115 6 1,575 / Wakuwaku! 4 1,330 / 4 4 1,280 / 3 1,300 / 2 3,990 / 1 1,050 / HD HD2 3,150 / 4 4 4,200 / 2 3,150 / 3 3,150 / 3 3,150 / 2 2,898 / 6 6 6,300 / 1 2! HD s260 630 / s360 735 / s261 525 / s372 525 / s312 525 / s722 525 / s318 980 /, s723 525 / s706 525 / s725 630 / s707 525 / s728 525 / s282 525 / s749 525 / s285 735 / s755 525 / s286 840 / s262 525 / 998 / s300 Ch.300, 306 308 4 s275 315 /, 2,400 /, s309 Ch.745 2 1,050 / s279 525 / s265 525 / s361 525 / s266 525 / s362 578 / s267 525 / s718 525 / s268 525 / s321 525 / s269 420 / s370 525 / s270 630 / s741 750 / s271 420 / s747 525 /
116 s731 473 / s251 945 / s732 420 / s252 945 / s795 630 / s254 210 / s274 598 / s255 210 / s276 630 /, s256 630 / s724 630 /, s257 945 / 630 / s746 s258 630 / Ch.730 2 730 / s751 525 / s745 Ch.309 2 1,050 / s278 630 / s766 210 / s363 630 / s277 525 / s717 630 / s280 525 / s720 630 /, s281 525 / s721 s730 s739 s607 s606 s614 s616 s617 Ch.721, 739, 704 3 1,575 / 630 / Ch.746 2 730 / Ch.721, 739, 704 3 1,575 / s283 525 /, s343 525 / s791 525 / HD HD 1,050 / 1180 / Ch.306, 307, 605, 606 4 2010 2,400 / ( 2,880 ) Ch.613, 614, 721 3 1,575 / 945 / 630 /,, s632 s634 s651 630 / 525 / 750 /
117 1 3! e2 e223 525 / e310 735 / e224 630 / e311 630 / e228 525 /, e312 525 / e239 525 / e314 630 / e240 630 / e315 750 / e260 840 /, e292 525 / e262 1,260 /, e293 525 / e257 945 / e340 525 / e322 525 / e341 525 / e323 630 / e342 525 / e324 420 / e343 750 / e325 630 / e321 420 / e331 598 / e330 630 / e332 e334 630 / Ch.304 730 / e303 630 / e300 630 / e301 630 / e304 Ch.334 730 / e305 630 / e307 e308 Ch308 1,050 / Ch307 1.050 / e352 630 / e353 945 / e354 945 / e350 630 / e351 630 /, e362 525 /
118 1 4!! 68 2009 9 3,500 / 4,700 /! 50 3,500 / (Ch.315 317) 3 1,890 1,750 &! 6 3,140 / J sports 1, 2 Plus (Ch.306 308) 3 2,100 1,790 J1 & J2 9 2,780 / J1 9 2,580 / J2 7 1,580 / 9 3,600 / + WOWOW 10 5,280 / J 10 5,780 / J + WOWOW 11 7,460 / WWE 2009 1 14,700 /, (Ch.400 499) 100 + WOWOW Ch.330) 1 TV ONE+TWO+NEXT (SD)(Ch.739, 721, 704) 3 1,575 1,050 2,100 1,680 1,575 1,365 2 3,990 / 4 4 4,200 / 2 3,150 / 3 3,150 / 3 3,150 / 2 2,898 / 6 6 6,300 /
119 1 5! 1 1 s260 630 / s283 525 / s261 525 / s360 735 / s372 525 / s312 525 / s722 525 / s318 980 /, s723 525 / s706 525 / s725 630 / s707 525 / s728 525 / s282 525 / s749 525 / s755 525 / s285 735 / s791 525 / s286 840 / s262 525 / s300 998 / s275 315 / s302 945 /, s303 1,260 / s279 525 /, s309 945 / s361 525 / s265 525 / s362 578 / s266 525 / s267 525 / s718 525 / s268 525 / s321 525 / s269 420 / s370 525 / s270 630 / s741 750 / s271 420 / s747 525 / s731 473 / s251 945 / s732 420 / s252 945 / s795 630 / s254 210 / s274 598 /, s256 630 / s276 630 /, s257 945 / s724 630 / s746 630 / s258 630 / s751 525 / s745 420 / s278 630 / s766 210 / s363 630 / s277 525 / s280 525 / s717 630 /, s281 525 / s753 945 / s720 630 / s320 1,470 / s730 630 /, s343 525 / :!
120 1 6!,,,,,, 1 Ch.310 1,890 / Ch.315 317 3 1,890 / Ch.319 V 735 / Ch.708 1,575 / Ch.709 480 / Ch.785 MATV 1,680 / Ch.301 FIGHTING TV 1,890 / Ch.306 308 J sports 1, 2 & Plus 3 2,100 / Ch.736 3,150 / Ch.400 499 (100Ch ) Ch.729 X(AT-X) 100 1,575 / 1,890 / Ch.330 WOWOW 2,100 / Ch.739 ONE Ch.721 TWO Ch.704 NEXT 3 1,575 / Ch.331 KN 3,150 / Ch.765 fashiontv 1,050 / Ch.792 Mnet 1,575 / Ch.325 2,940 / Ch.371! 371 1,260 / Ch.759 TV! 1,050 / Ch.777 TV 777 / Ch.255 ACCESS 210 / Ch.757 Break through 17,850 / Ch.781 2,100 / Ch.782 TVB 2,940 / Ch.783 CCTV 1,890 / Ch.784 1,974 /
121 1 Ch.340 InstrucTV 5,250 /, Ch.773 Australia Network/ 945 / Ch.774 774 2,100 / Ch.120 1,050 / Ch.380 384 15 6 1,029 / Ch.385 JLC Ch.388/389 2 2 1,260 / Ch.390 394() SPEED /Ch.395 395 6 1,260 / Ch.900 2,625 /735 / Ch.901 2,415 /840 / Ch.902 2,415 /840 / Ch.903 903 210 / Ch.904 2,625 /735 / Ch.905 ( ) 2,625 / 210 / Ch.906 906 315 / Ch.907 Splash 210 / Ch.910 Zaptv 2,415 /210 / Ch.911 Queen Bee 2,415 /210 / Ch.912 1,995 /420 / Ch.913 TV 2,100 /525 / Ch.914 ( ) Ch.915 2 2,625 / 2 840 / Ch.915 ( ) Ch.914 2 2,625 / 2 840 / Ch.916 TV 2,415 / 420 / Ch.917 AV 2,415 / 210 / Ch.101 103 368 / Ch.135 V 135 735 /210 / Ch.136 CINEMA-R 230 / PPV Ch.160 162/171 174/176/177/179 186 Ch.110115/139
122 2 1 2 3 4 5 6 7 8 1 2 3 30 0%(0 ) 10,000 40 10%(1 ) 15,000 50 10%(1 ) 15,000 30 10%(1 ) 20,000 30 20%(2 ) 20,000 40 10%(1 ) 10,000 50 10%(1 ) 10,000 50 20%(2 ) 15,000 50 20%(2 ) 20,000 30 20%(2 ) 10,000 40 0%(0 ) 20,000 40 20%(2 ) 10,000 50 0%(0 ) 15,000 50 0%(0 ) 15,000 40 20%(2 ) 15,000 30 0%(0 ) 20,000
123 1 2 3 9 40 0%(0 ) 10,000 30 10%(1 ) 20,000 10 30 20%(2 ) 15,000 50 10%(1 ) 10,000 11 40 0%(0 ) 20,000 30 10%(1 ) 15,000 12 30 0%(0 ) 10,000 50 20%(2 ) 20,000 13 40 10%(1 ) 20,000 50 20%(2 ) 10,000 14 40 0%(0 ) 15,000 30 20%(2 ) 10,000 15 50 0%(0 ) 15,000 40 10%(1 ) 20,000 16 50 10%(1 ) 20,000 40 20%(2 ) 15,000
Michigan State University UCLA 2009 12 2009 12 2 38( 1-1) TEL: 570-4114 FAX: 579-4695 6 ISBN 978-89-8242-597-4 93320