Reference-dependent preferences on smart phones in South Korea: Focusing on attributes with heterogeneous preference direction
作者：
Highlights：
• We analyze the asymmetry preferences and loss aversion for smart phones.
• We create a comprehensive model to capture the effect of reference points.
• We analyze asymmetry preferences for heterogeneous preference direction attributes.
• We estimate consumer preference results for different purchase experiences.
• Consumers with purchase experience have the greatest loss-aversion parameter for iOS.
摘要
•We analyze the asymmetry preferences and loss aversion for smart phones.•We create a comprehensive model to capture the effect of reference points.•We analyze asymmetry preferences for heterogeneous preference direction attributes.•We estimate consumer preference results for different purchase experiences.•Consumers with purchase experience have the greatest loss-aversion parameter for iOS.
论文关键词：Discrete choice model,Consumer heterogeneity,Prospect theory,Reference point,Asymmetry preferences,Loss aversion parameter
论文评审过程：Received 30 March 2016, Revised 5 July 2016, Accepted 13 July 2016, Available online 21 July 2016, Version of Record 21 July 2016.
论文官网地址：https://doi.org/10.1016/j.chb.2016.07.008
