As a first discrete choice experiment in Iran emerging telecommunication market, this paper studies consumer preferences for prepaid mobile internet packages with a combined software and paper-based interview. A two-stage Bayesian D-optimal design procedure is deployed to design choice sets of mobile internet packages from four main attributes. The utility structure and customers’ willingness-to-pay for mobile internet packages are analyzed. Findings/originality: The results indicate that even with a considerable price reduction, consumers avoid prepaying for data plans with commitment periods longer than six months and high traffic volume. Traffic volume and brand attributes are recognized as the two most influential factors on consumers’ behavior. Simulating the market demonstrates the competition between mobile internet operators in Iran market. The statistics express a significant effect of consumers’ current mobile operator on their preferences for the brand attribute.

中文翻译：

---

伊朗消费者对预付费移动互联网套餐的偏好分析：离散选择实验

作为伊朗新兴电信市场的第一离散选择实验，本文结合软件和纸质访谈研究了消费者对预付费移动互联网套餐的偏好。部署了两阶段贝叶斯 D 最优设计程序，以从四个主要属性设计移动互联网包的选择集。分析了移动互联网套餐的效用结构和消费者的支付意愿。调查结果/原创性：结果表明，即使价格大幅下降，消费者也避免为承诺期超过六个月且流量大的数据计划预付费。流量和品牌属性被认为是对消费者行为影响最大的两个因素。模拟市场展示了移动互联网运营商在伊朗市场的竞争。