Social bundling: A novel method to enhance consumers’ intention to purchase online bundles

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• 作者：Ahmed Doha^a ; ^{ahmed.doha@carleton.ca} ; Maryam Ghasemaghaei^b ; ^{ghasemm@mcmaster.ca} ; Khaled Hassanein^b ; ^{hassank@mcmaster.ca}
• 关键词：Bundling ; Consumer control ; Intention to purchase ; Field experiment
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2017
• 出版时间：March 2017
• 年：2017
• 卷：35
• 期：Complete
• 页码：106-117
• 全文大小：419 K
• 卷排序：35

文摘

Bundling in retail has been argued to improve sales volume and speed, which can improve retailers’ operation performance. However, recent research finds that the purchase quantity requirement in traditional bundling deters non-buyers from becoming buyers. This paper proposes “social bundling,” as a novel method that alleviates the quantity requirement while satisfying the bundling benefits for consumers and retailers. We empirically test a theoretical model that explains the advantages and disadvantages of social bundling vis-à-vis traditional bundling in influencing consumers’ intentions to purchase in bundles. We conclude that social bundling outperforms traditional bundling in driving intention to purchase in bundles.