A Study of Smartphone Sustainable Business in the Chinese Market through Conjoint Analysis

• 영문명: A Study of Smartphone Sustainable Business in the Chinese Market through Conjoint Analysis
• 발행기관: 한국유통과학회
• 저자명: Junyan YANG Jun ZHANG
• 간행물 정보: 『산경연구논집(JIDB)』Volume.15 No.3, 11~20쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.03.30

영문 초록

Purpose: This study focuses on the Chinese smartphone market to estimate product attributes influencing Chinese customers’ preference for developing new smartphones through conjoint analysis. Research design, data and methodology: The online questionnaire survey is processed among Chinese potential smartphone customers. Conjoint analysis including traditional conjoint analysis (TCA) and choice-based conjoint analysis (CBCA), is used to analyze the useful data of 500. Results: Results indicate that price is the most important predictor while screen size is the least for Chinese customers’ preference whether the method is TCA or CBCA. However, the importance of brand, capacity, CPU, and screen design is different. Moreover, based on each smartphone attribute level’s utility, the new products with the best combinations are different compared with both methods. Finally, the predicted market shares of the top 3 products are the same with maximum utility rule model between TCA and CBCA. However, when considering with the new best combined product, they are significantly different. Conclusions: Managers should recognize the differences between TCA and CBCA and select the best method to develop new smartphones for sustainable business in the Chinese competitive market based on the important attributes of price, brand, capacity, CPU, screen design, and size.

목차

1. Introduction

2. Literature Review

3. Research Methods

4. Technological Results

5. Conclusions and Discussion

References

키워드

Smartphone Selection Attributes Traditional Conjoint Analysis Choice-Based Conjoint Analysis Smartphone Sustainable Business