Beyond the flat rate bias: The flexibility effect in tariff choice

Flat rates are a prominent pricing scheme for telecommunications services and are often preferred by consumers although average costs would be lower in an alternative usage-based tariff. Reasons are that flat rates protect against unexpectedly high costs (insurance effect), are more likely to be chosen if actual usage is overestimated (overestimation effect), and prevent any disutility that is associated with the immediate perception of marginal costs (taximeter effect). This study complements the literature on tariff biases by highlighting that a lack of tariff flexibility is a major impediment to choosing a flat rate: empirical support for this flexibility effect is found, while, at the same time, the insurance and overestimation effect that run in favor of flat rates are confirmed. Finally, the managerial implications of the findings for the introduction of the new cost cap tariff are discussed. The hybrid cost cap tariff can combine the flexibility and the insurance property, and may, therefore, exert a cost cap bias on consumers.     

基于多传输手段的自组网路由协议研究

为了实现多手段通信资源的全局共用与优化使用,针对通信节点多传输手段的自组网特点,提出了一种基于节点MPR的OLSR路由协议（N-OLSR）。首先对HELLO报文格式进行修改,加入Port字段,根据通信手段的不同,对Willingnes字段的值做出修改,用接口索引来代替接口IP地址,将链路带宽大的信道用大索引号表示。以此为基础,从全局出发制定路由策略,将通信节点作为MPR的选举对象,改变传统方法在每个接口上进行MPR选举的机制。最后,通过仿真实验来测试N-OLSR路由协议的性能。结果表明,改进的协议完成了MPR从接口到节点的转移,降低了源节点将一跳邻居节点选为MPR的频率,从而减少TC报文的产生以及洪泛;改进的路由协议能够减少控制开销,降低丢包率,加快网络收敛速度。研究结果可为多传输手段的移动自组网提供一种可靠的路由协议方案,并且信道带宽越小越能发挥其性能。     

Differences in perceptions about food delivery apps between single-person and multi-person households

The growth in mobile communications is a significant reason attributed to the O2O commerce explosion in China. Mobile applications have seized this opportunity adapting it to restaurants and food delivery services, recognized as an alternative strategy to increase sales revenue and for consumers to conveniently receive products and services. This study was designed to specifically explore five salient quality attributes representing convenience, design, trustworthiness, price, and various food choices associated with food delivery apps in consideration of their impacts upon user-perceived value, attitudes and intention to continuously use. Results determined that user trustworthiness was the most important quality attribute of the food delivery app business. Additionally, this study found that single-person households placed most importance upon quality attributes for ‘various food choices,’ ‘price’ and ‘trustworthiness.’ Comparatively, multi-person households placed most importance upon ‘design,’ ‘convenience,’ and ‘trustworthiness.’ Managerial implications, limitations and recommendations for future research are provided.     

Preventing Customer Churn in the Mobile Telecommunication Industry: Is Mobile Money Usage the Missing Link?

The paper examines the influence of mobile money usage on customer continuance intention (CCI). The study conveniently sampled 507 mobile money users to test the research model using PLS-SEM. Satisfaction, trust and active usage of mobile money were found to influence CCI. Active usage of mobile money was also confirmed as a mediator in the relationship between satisfaction and trust, on customer continuance. The study thus validated a theoretical model of customer continuance intention as it relates to mobile money usage. It has also provided a new perspective on managing customer churn in an emerging market.     

Digital marketing communication in global marketplaces: A review of extant research,future directions,and potential approaches

Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). We review and summarize, for researchers and practitioners, the literature during 2000–2021 in these dyads along four major components: goals; channels, media, and platforms; content; and responses. We find that extant research in digital marketing communication pertains mostly to a specific, national level rather than a global level, despite the porousness of national boundaries for digital marketing. We derive important insights, identify key research gaps and questions in each of the dyads along these dimensions. We suggest approaches to address these research questions under three major components: substantive issues, data, and methods. These approaches can offer the insights that managers need to better formulate digital marketing strategies in local and global contexts.     

Measuring and forecasting mobile game app engagement

Monetization strategies in the large and strongly growing mobile app space must go beyond traditional purchase revenue as most mobile apps are now free to download. One key marketing innovation allows mobile app publishers to monetize ongoing engagement — in-app advertising.We study ongoing user engagement with a mobile app after the initial download decision using the $40 billion mobile gaming industry as an example. Our study investigates and forecasts user engagement after the initial download aiming to help publishers to monetize their engagement via in-app advertising. We leverage a novel dataset containing user-level engagement for 193 mobile games and propose a hierarchical Poisson model on a mobile-game level. We find significant usage heterogeneity across the mobile games studied and generate forecasts publishers can use when trying to monetize engagement via pre-sold contracts.     

The effect of mobile application-driven customer participation on bakery purchase behavior: Evidence from a field experiment

This paper empirically examines individual and joint effects of two types of customer participation (CP)—mandatory and replaceable—within a mobile app on bakery purchase behavior. This research conducts a field experiment to track customer decisions on whether to participate in in-app CP events—store loyalty program enrollment and store satisfaction survey—and whether to change their purchasing amount and frequency. After controlling other influencing factors, the authors performed ANOVA with the sample of 19,065 bakery customers’ behavioral decisions. The results confirm that mandatory CP has a positive effect on purchase behavior, while replaceable CP has mixed effects across stores. In addition, the results confirm that customers who engaged in both types of CP increased their purchase amount and frequency, compared to customers who engaged in one type or neither. The study suggests hospitality firms should motivate customers to engage in mandatory and replaceable CP to enhance customer loyalty cost-effectively.     

An analysis of the disruptive impact of the entry of Free Mobile into the French mobile telecommunications market

The issue of disruptive operators has recently gained interest among researchers and regulators. From a regulator's perspective, disruptive operators can increase competitive rivalry in markets dominated by a handful of large companies, thereby allowing consumers to obtain more benefits in terms of price and quality. Largely overlooked in this discussion has been the impact that the specific identity, complementary assets of operators, and their strategies have on the marketplace dynamics. In this paper we explore the impact that one such operator – Free Mobile – has had on the French mobile telecommunications market. Drawing on a wide range of secondary sources, our analysis finds that the entry and subsequent growth of Free Mobile has had a complex and multi-faceted impact on the market. Their growth has been at the expense of the other three mobile network operators active in the French market, while their innovative business model, which enables it to compete on the basis of low costs, has been copied by its rivals. The specific characteristics of Free Mobile and of its strategy have contributed to a significantly alteration to how competition occurs in this market. This, in turn, triggers a strong incentive for restructuring, which is actually restrained by regulatory concerns.     

Determinants of mobile broadband use in developing economies: Evidence from Sub-Saharan Africa

Broadband is seen as a vector of economic growth and social development. In the developing world, mobile technologies are widely adopted and mobile broadband is progressively rolled-out with high expectations on its impact on the countries’ development. We highlight what the determinants of mobile broadband use are in four Sub-Saharan countries. Using micro-level data coming from household surveys over 5 years, from 2013 to 2017, we show that SIM card ownership and being part of an online social community has a strong positive impact on mobile broadband use. We also highlight a positive correlation between digital inclusion and financial inclusion as mobile money users and bank account users are found to be more inclined to use mobile broadband. However, beyond apparent similarities, mobile broadband is used in different ways according to countries specificities. For instance, among the non-mobile owners in Nigeria, the unemployed are the most likely to use mobile broadband, most probably for job search practices, while it is rather used by students for information gathering in other countries. Finally we show that those excluded from mobile broadband use are the eldest, those with the lowest level of education, and women.