Abstract
A digital cable broadcasting service is a multimedia broadcasting service that provides high definition and various supplementary services by using digital transmission. Korea implemented a complete digital broadcasting service by 2012. This study applied a choice experiment to investigate consumer preferences, and it calculated the marginal willingness to pay for this service. Moreover, we employed a multinomial probit model to relax the assumption that all respondents have the same preference for attributes being valued. The results suggest that respondents value channels, definition, video-on-demand (VOD) service, pay-per-view (PPV) service, and commerce based on TV (T-commerce). On the other hand, online gaming may be less important as an attribute for digital cable broadcasting service in Korea.
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