CAJ | 학술논문

为揭示捆绑销售策略对消费者购买决策的影响机理,以联通iPhone合约销售计划为例,通过建立结构方程模型综合考察了经济状况、捆绑销售方式、定价形式、品牌和捆绑销售模式满意度等因素对消费者购买决策的影响。研究结果表明,上述各项因素对消费者的购买决策有着显著的正向影响,且品牌和捆绑销售模式满意度在定价策略影响购买决策的关系中起到了部分中介作用。
위게시곤방소수책략대소비자구매결책적영향궤리,이련통iPhone합약소수계화위례,통과건립결구방정모형종합고찰료경제상황、곤방소수방식、정개형식、품패화곤방소수모식만의도등인소대소비자구매결책적영향。연구결과표명,상술각항인소대소비자적구매결책유착현저적정향영향,차품패화곤방소수모식만의도재정개책략영향구매결책적관계중기도료부분중개작용。
As a prevalent marketing strategy, bundling has made a great influence on the consumers＇ buying decisions. To reveal the inner influence mechanism of bundling strategy, a structural equa- tion model is developed based on China Unicorn iPhone contract plans. Then the influence of economic conditions, bundling type, pricing, satisfaction of bundled brands and bundling strategy on consumers ＇buying decisions are analyzed. The results show that all the above mentioned factors have a remarkably positive influence on consumers＇ buying decisions. Moreover, satisfaction with bundled brands and bundling strategy serves as the intermediary between pricing strategy and buying decisions.