2016 年 33 巻 4 号 p. 99-114
Mobile number portability has been widely introduced in many countries to reduce switching costs and to increase consumer satisfaction and the market competition. This paper intends to examine consumer preference for the MNP in Cambodia for a better understanding of the consumer preference and their willingness to pay for the MNP. The research model is adopted from the technology acceptance model and the consumer preference is estimated from the conjoint analysis. The findings illustrate all alternatives are significant at 95% level of confidence, while the porting time is the most essential factor, compared to the porting fee and porting process. The consumers are willing to spend less than one day, to pay less than US$2 and not to meet a complicated porting procedure. The insights of the consumer preference on the MNP play a crucial role for the regulator to introduce the innovation with a reasonable porting time, fee and process.