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Ursachen eines Flatrate-Bias — Systematisierung und Messung der Einflussfaktoren

Author

Listed:
  • Anja Lambrecht

    (UCLA Anderson School of Management)

  • Bernd Skiera

    (Johann Wolfgang Goethe-Universität Frankfurt)

Abstract

Zusammenfassung Konsumenten können für den Zugang zum Internet zwischen Pauschaltarifen („Flatrates“) und Tarifen mit nutzungsabhängiger Abrechnung wählen. Konsumenten, die ihre Konsumentenrente maximieren, sollten den Tarif wählen, in dem sie für die gewählte Nutzungsmenge den geringsten Rechnungsbetrag zahlen. Allerdings liegt häufig ein „Flatrate-Bias“ vor. Das heißt Konsumenten ziehen Flatrates nutzungsabhängigen Tarifen vor, selbst wenn der Rechnungsbetrag der Flatrate höher ist. Der Beitrag identifiziert mit Versicherungs-, Taxameter-, Bequemlichkeits- und Überschätzungseffekt mögliche Ursachen des Flatrate-Bias und entwickelt Skalen zu deren Messung. In zwei empirischen Studien werden diese Skalen validiert und der Einfluss der Effekte auf den Flatrate-Bias gemessen. Der Beitrag zeigt, dass Konsumenten auch bei Internetzugangstarifen Flatrates systematisch vorziehen und Versicherungs-, Taxameter- und Überschätzungseffekt dafür verantwortlich sind.

Suggested Citation

  • Anja Lambrecht & Bernd Skiera, 2006. "Ursachen eines Flatrate-Bias — Systematisierung und Messung der Einflussfaktoren," Schmalenbach Journal of Business Research, Springer, vol. 58(5), pages 588-617, August.
    • Handle: RePEc:spr:sjobre:v:58:y:2006:i:5:d:10.1007_bf03371668
    DOI: 10.1007/BF03371668
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    References listed on IDEAS

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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