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Abstract: |
In economics, the willingness to pay (WTP) is the maximum amount a person would be willing to pay, sacrifice or exchange in order to receive a good or service, which is a personal evaluation on particular goods or services, with strong subjective assessment. This study finds out that willingness to pay for paid channels by users is low according to a telephone survey of computer assistant because the paid channels of digital TV is not characteristic and the free channels of digital TV is too much and diverse. Results of the hierarchical regression analysis also showed that willingness to pay for paid channels is negatively relates with the TV used variable, but not relate with income variable。This study has some limitations. Such as time constraint, sample less, and the conclusion validation needed more supporting. Furthermore, this study is based on telephone survey and the time and depth of investigation is scarce. Future research should make related depth interview to know more about the willingness to pay for paid channels by users.
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