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Sustainability 2015, 7(12), 15955-15966; doi:10.3390/su71215797

Google TV or Apple TV?—The Reasons for Smart TV Failure and a User-Centered Strategy for the Success of Smart TV

1
Environmental Policy Research Group, Korea Environment Institute, 370 Sicheong-daero, Sejong-si 339-007, Korea
2
Department of ICT Industry Research, Korea Information Society Development Institute, 18 Jeongtong-ro, Deoksan-myeon, Jincheon-gun, Chungcheongbuk-do 27872, Korea
3
Department of Interaction Science, Sungkyunkwan University, 25-2 Sungkyunkwan-ro, Jongno-gu, Seoul 110-745, Korea
*
Author to whom correspondence should be addressed.
Academic Editors: Marc A. Rosen and Sangkyun Kim
Received: 31 August 2015 / Revised: 6 November 2015 / Accepted: 25 November 2015 / Published: 2 December 2015
View Full-Text   |   Download PDF [214 KB, uploaded 2 December 2015]

Abstract

Traditional television (TV) has evolved into smart TV in terms of both hardware and software. However, compared with smart phones and tablet PCs, which are huge successes in the market, smart TV has grown more slowly than the market expected and has not really changed the TV market. In this study, we investigate reasons for the failure of smart TV from consumer perspectives. We use conjoint analysis to collect stated preference data from consumers. Our analysis consists of two parts: analyzing consumer preferences for six attributes of smart TVs and examining the effects of socio-demographic and behavioral information on purchase intention for a smart TV. Based on the estimation results from the first part, we find that consumers set a higher value on the traditional characteristics of TV than on the functions of smart TV. Thus, smart TV does not have key functions to encourage its adoption over traditional TV. From the second part of our analysis, we identify which factor is most important to increase purchase intention for a smart TV. Based on our results, we can suggest the direction of market strategies about how to cross the chasm of smart TV. View Full-Text
Keywords: smart TV; consumer preference; mixed logit; binary logit; conjoint analysis; Bayesian estimation smart TV; consumer preference; mixed logit; binary logit; conjoint analysis; Bayesian estimation
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

Shin, J.; Park, Y.; Lee, D. Google TV or Apple TV?—The Reasons for Smart TV Failure and a User-Centered Strategy for the Success of Smart TV. Sustainability 2015, 7, 15955-15966.

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