Using conjoint analysis for a value estimation of the consumption attributes of online performances

Baek Bo-Hyun

Cogent Business & Management, 2023, vol. 10, issue 3, 2264563

Abstract: Since online performances are new service, consumer confusion is occurring due to the absence of a product composition strategy. Therefore, this study derived the major attributes of online performance and estimates the value of each consumption attribute. As a result, it was found that the optimal combination of online performance products transmits the genre of “ballad” from the “video streaming platform” to “no audience,” and provides “online merchandising” as an additional service. Furthermore, market segmentation using cluster analysis yielded three groups with significant differences, and optimal-performance products are proposed for each type of audience

Date: 2023
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DOI: 10.1080/23311975.2023.2264563

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