消费者驱动的宽带标签设计与评估

IF 5.9 2区 管理学 Q1 COMMUNICATION Telecommunications Policy Pub Date : 2024-03-29 DOI:10.1016/j.telpol.2024.102717
Christopher Choy , Ellie Young , Megan Li , Lorrie Faith Cranor , Jon M. Peha
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引用次数: 0

摘要

本研究探讨了美国联邦通信委员会 (FCC) 规定的宽带消费者信息披露标签的内容和布局。通过对 2500 名宽带互联网消费者进行两阶段调查,我们的大规模用户研究确定了关键的消费者偏好和理解因素。调查结果显示,宽带标签得到了消费者的大力支持,但对联邦通信委员会 2016 年提出的标签并不满意。参与者普遍难以使用标签进行成本计算和计划比较。技术术语使参与者感到困惑,但通过对参与者进行简要教育,这些术语变得易于使用。参与者希望获得更多信息,包括可靠性、性能 "正常 "期间和性能远低于正常期间的速度测量、体验质量评级以及详细的网络管理实践。这些反馈意见为我们改进标签设计提供了依据,这些标签在理解性和偏好性方面都优于 2016 年的标签。总体而言,消费者看重的是清晰的定价和性能细节、全面的信息以及易于理解的计划比较格式。要求宽带服务提供商将机器可读的计划信息存入可公开访问的数据库,将使第三方能够进一步定制信息展示方式,以满足消费者的这些需求。我们的工作还强调了对标签进行用户研究以确保其满足消费者需求的必要性。
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Consumer-driven design and evaluation of broadband labels

This study examines the content and layout of the proposed broadband consumer disclosure labels mandated by the U.S. Federal Communications Commission (FCC). Our large-scale user study identifies key consumer preferences and comprehension factors through a two-phase survey of 2500 broadband internet consumers. Findings reveal strong support for broadband labels, but dissatisfaction with the FCC's proposed labels from 2016. Participants generally struggled to use the label for cost computations and plan comparisons. Technical terms confused participants, but providing participants with brief education made the terms useable. Participants desired additional information, including reliability, speed measures for both periods when performance is “normal” and periods when performance is much worse than normal, quality-of-experience ratings, and detailed network management practices. This feedback informed our improved label designs that outperformed the 2016 labels in comprehension and preference. Overall, consumers valued clear pricing and performance details, comprehensive information, and an easy-to-understand format for plan comparison. Requiring broadband service providers to deposit machine-readable plan information in a publicly accessible database would enable third parties to further customize how information is presented to meet these consumer needs. Our work additionally highlights the need for user studies of labels to ensure they meet consumer demands.

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来源期刊
Telecommunications Policy
Telecommunications Policy 工程技术-电信学
CiteScore
10.80
自引率
12.50%
发文量
122
审稿时长
38 days
期刊介绍: Telecommunications Policy is concerned with the impact of digitalization in the economy and society. The journal is multidisciplinary, encompassing conceptual, theoretical and empirical studies, quantitative as well as qualitative. The scope includes policy, regulation, and governance; big data, artificial intelligence and data science; new and traditional sectors encompassing new media and the platform economy; management, entrepreneurship, innovation and use. Contributions may explore these topics at national, regional and international levels, including issues confronting both developed and developing countries. The papers accepted by the journal meet high standards of analytical rigor and policy relevance.
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