Consumer preferences for location-based service attributes: a conjoint analysis

Frank Kohne, Carsten Totz and Kai Wehmeyer

International Journal of Management and Decision Making, 2005, vol. 6, issue 1, 16-32

Abstract: 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.

Keywords: mobile applications; mobile services; location-based services; conjoint analysis; preference measurement; service development; customer integration; consumer preferences; m-services; m-business; mobile business; mobile communications; wireless communications. (search for similar items in EconPapers)
Date: 2005
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Citations: View citations in EconPapers (2)

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