Overconfidence, bill shock, and behavioral adjustment of telecom users

• Main Authors: Hsiao-Ya Fang, 方筱雅
• Other Authors: Hsiang-Hsun Wu
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/19841459277148263744

碩士 === 元智大學 === 經營管理碩士班(國際企業學程) === 103 === The main purpose of this research is to understand the behavior of consumers with overconfidence in situation of information overloading. And whether the consumer adjust behavior after a period of reaction time. This research is for telecommunications industry. The sample period is from April 2014 to September 2014. We assume that the users can be divided into three types based on behavior. First type is Internet heavy user, we assume this type of users are overconfidence. Second type is user who use internet or phone call moderately and rationally. The third type is user who use internet or phone call relatively disordered. The results show that internet heavy users with overconfidence would underestimate their usage of voice. They might expect less using in 4G plan. However, they would pay more since the more expensive fee rate of 4G. We also find that when the higher cost of voice caused by overconfidence may cause the user's mental shock. And it will let users greatly suppress voice using. I also verified argument the previous studies mentioned but didn’t confirm. As user understand charge of voice more clearly than data.