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영어

This paper estimates the potential willingness to pay for HSDPA service using a conjoint analysis. The study improves the conventional multinomial logit model with an alternative specific constant which considers effects of reducing variables in the model and reflects changes in non-users' preference in mobile service. The WTP for each attributes in HSDPA service is approximately 5,685 won for improving high quality multimedia service, 3,393 won for improving mobile service quality, and 3,110 won for increasing transmission speed, respectively. This study gives policy-makers and HSDPA providers quantitative information on the HSDPA policy as well as a potential price scheme based upon consumers' utility.