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Willingness to pay for paid channels of digital TV: an Empirical Analysis
Unformatted Document Text:  WILLINGNESS TO PAY FOR PAID CHANNELS 10 students conduct the questionnaires. The supervisors' workstations are located directly adjacent to interviewers' workstations to facilitate monitoring, workflow, and assistance. The survey operations manager's office adjoins the interviewing room. Both are equipped with an unobtrusive telephone monitoring system and an electronic monitoring system that enables the manager or supervisor to monitor the interviewer’s interviewing method, adherence to protocol, and data entry during interviews. Variable According to telephone survey experience, the survey was conducted in an average of 10 minutes to complete . Questions were developed according to the results of two focus group s (8 students per group) in Jinan University. Revisions were made based on the results of a pre- test conducted of 20 questions before the study. Response to paid channels about status and reason for payment by paid channel users was measured by following question: a). Do you pay for paid channels of digital TV? b.) (If yes) which channels are you currently paying for? c.) Why? d.) How much do you pay for paid channels each month? Future payment liability and reason for payment by unpaid channel users was measured by following question: (a). How likely is it that you will pay for paid channels of digital TV in the future? (1)Very unlikely; (2) Somewhat unlikely; (3) Uncertainly; (4) somewhat likely; (5) Very likely, (b) Why? _____________ The highest price the users are willing to pay was measured by the following question: What is the most you (your household) would be willing to pay each month for paid channels of digital TV ? _____________ RMB .

Authors: Zeng, Fan-Bin.
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WILLINGNESS TO PAY FOR PAID CHANNELS                                                 10 
students   conduct   the   questionnaires.   The   supervisors'   workstations   are   located   directly 
adjacent to interviewers' workstations to facilitate monitoring, workflow, and assistance. The 
survey operations manager's office adjoins the interviewing room. Both are equipped with an 
unobtrusive telephone monitoring system and an electronic monitoring system that enables 
the manager or supervisor to monitor the interviewer’s interviewing method, adherence to 
protocol, and data entry during interviews.
According to telephone survey experience, the survey was conducted in an average of 10 
minutes to complete
 Questions were developed according to the results of two focus group
(8 students per group) in Jinan University. Revisions were made based on the results of a pre-
test conducted of 20 questions before the study.
Response to paid channels about status and reason for payment by paid channel users was 
measured by following question: a). Do you pay for paid channels of digital TV?  b.)  (If yes) 
which channels are you currently paying for? c.) Why? d.) How much do you pay for paid 
channels each month?
Future payment liability and reason for payment by unpaid channel users was measured 
by following question: (a). How likely is it that you will pay for paid channels of digital TV 
in the future? (1)Very unlikely; (2) Somewhat unlikely; (3) Uncertainly; (4) somewhat likely; 
(5) Very likely, (b) Why? _____________
The highest price the users are willing to pay was measured by the following question: 
What is the most you (your household) would be willing to pay each month for paid channels 
of digital TV ? _____________ RMB

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