Title: Consumer preferences for location-based service attributes: a conjoint analysis
Authors: Frank Kohne, Carsten Totz, Kai Wehmeyer
Addresses: Department of Business Administration, University of Hohenheim, Stuttgart D-70593, Germany. ' Department of Information Systems, University of Munster, Leonardo Campus 3, Munster D-48149, Germany. ' Department of Information Systems, University of Munster, Leonardo Campus 3, Munster D-48149, Germany
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.
International Journal of Management and Decision Making, 2005 Vol.6 No.1, pp.16 - 32
Published online: 08 Jan 2005 *Full-text access for editors Access for subscribers Purchase this article Comment on this article