Consumers’ Preference for Flat Rates: A Case of Media Access Fees
نویسندگان
چکیده
This paper examines the existence of users’ preference for flat rate media access fees and identifies the factors that influence such preferences. Specifically, we explore consumer addiction to flat rate pricing plans, defined as “flat-rate preference,” and examine such concepts from the perspective of behavioral economics. Consumers’ psychological factors employed from behavioral economics are used for explaining the preference for flat rates and measured rates. The result from statistical tests based on the questionnaire survey suggests the existence of flat-rate preferences in both Internet access and mobile access services.
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