A Behavioral Economic Interpretation of the Preference for Flat Rates: The Case of Post-paid Mobile Phone Services

摘要: This paper aims to empirically test the existence of a biased preference for flat rate service plans related mobile phones, and examine how psychological factors can affect such preferences. We define as “flat-rate preference”and interpret it in terms behavioral economic concepts. Behavioral economics, spite its limitations empirical analysis, provides deeper insights into human behavior than traditional models since considers within decision-making processes allows irrational choices by consumers. By applying several important concepts from we seek investigate more reasonable explanation users’ flat-rate preference. Loss aversion, reference dependence, shape probability weighting function, mental accounting, ambiguity aversion cognitive dissonance are employed Non-parametric methods applied analysis data that was collected through an online survey Japan. successfully show loss dependence although failed identify influences function. The other three could also be recognized conducive behaviors.