What can people risk attitude tell us about people preference for multimedia quality?

摘要

Purpose - Multimedia content that is accessible through mobile devices has a larger size than other types of content (e.g. text, images). This may lead to higher prices for accessing the content via mobile devices, as mobile operators are capping mobile data billing plans in an effort to increase their revenues and prevent congestion. This poses problems for the users that are not willing/do not afford to pay the required price but still want to use multimedia content through the mobile networks. A price reduction for the user, as well as minimising bandwidth consumption can be obtained as a trade-off in multimedia quality. However, as previous research shows, not all people are willing to trade-off quality for a lower price; therefore, there is no straightforward approach to this problem. In this context, the purpose of this paper is to present a model of user willingness to pay for multimedia content quality as a function of the user risk attitude with the aim to provide personalised content depending on the user willingness to trade-off price for multimedia content quality.