Willingness-to-pay for TV Broadcasting Provided through the Internet in Japan: With a Focus on Information Shortage during the Earthquake Disaster

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  • Otsuka Tokio
    Professor, Faculty of English and IT Management Shumei University
  • Mitomo Hitoshi
    Professor, Graduate School of Asia Pacific Studies, Waseda University

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<p>Mobile devices, such as smartphones and tablets, are increasingly taking on a more critical role than conventional ICT equipment, such as desktop PCs, in people’s lives. Simultaneously, there has been a reduction in people’s, mainly young people’s, consumption of TV broadcasting; this has caused a decline in audience ratings. Consequently, NHK and commercial broadcasters have begun offering their programs online. This study aims to investigate users’ evaluations of mobile applications for distributing programs through the Internet. The evaluation focused mainly on the time around the significant earthquake. The Contingent Valuation Method and Price Sensitivity Measurement were employed to correct consumers’ price-related data. Indexes, such as Willingness to Pay, Indifference Price, and Optimal Prices were calculated, and the impact of utilizing other broadcasting services, digital content, and demographics were verified. The results demonstrated that the service provides certain economic benefits to users; however, it was difficult for broadcasters to collect compensation for the service.</p>

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  • アジア太平洋討究

    アジア太平洋討究 47 (0), 73-102, 2023-12-15

    早稲田大学アジア太平洋研究センター

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