Consumer preferences for location-based service attributes: a conjoint analysis
by Frank Kohne, Carsten Totz, Kai Wehmeyer
International Journal of Management and Decision Making (IJMDM), Vol. 6, No. 1, 2005

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.

Online publication date: Sat, 08-Jan-2005

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