2012-01-26Masterarbeit DOI: 10.18452/14157
Elicitating the willingness to pay for mobile virtual goods
This study gives an outline of modern methods of willingness to pay (WTP) elicitation in the realm of private goods. The empirical study applying Contingent Valuation Method (CVM) for WTP elicitation of mobile virtual goods was conducted. Subsequently, the advantages and disadvantages of CVM were discussed. Additionally, the logistic regression analysis and the classification and regression trees (CART) analysis were used in order to distinguish the variables that influence the WTP for mobile virtual goods. Finally, comparison of the predictive ability of both approaches was performed using Receiver Operating Characteristic (ROC) Analysis.
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