定制情景下混合捆绑模式对消费者购买决策的影响  

Impact of Mixed Bundling Model on Consumers' Purchasing Decisions Under the Customization Scenarios

作　　者：王琦[1] 张兴萍[1] 王琳[1] 张晓航[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《北京邮电大学学报（社会科学版）》2013年第2期70-78,共9页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

基　　金：国家自然科学基金项目(70901009);中央高校基本科研业务费专项资金项目(2012RC1001)

摘　　要：智能终端的普及和电信业务的繁多种类增加了消费者选择业务的决策难度,研究业务捆绑模式对消费者决策的影响成为企业关注的热点。本文通过消费者行为学及行为经济学理论,利用情景模拟实验探讨了混合业务捆绑模式对消费者的决策影响,分析混合捆绑中的显著性因素如折扣效应、对比效应对消费者选择决策的影响。研究结果表明,混合业务捆绑模式中的显著性因素能吸引更多消费者的选择,让消费者感受到更多的价值获得,从而对业务更加满意,同时为消费者提供更加全面的业务信息,使消费者更快地做出购买决策。The popularity of smart terminals and the diversification of telecom business have increased the diffi- culty of consumers＇ decision-making, which makes the study of mixed bundling on consumers＇ decisions-making become the focus of enterprises＇ attention. Situational simulations are used to explore the impact of the mixed bundling model on the consumers＇ decision-making through the theory of consumer behavior and behavioral eco- nomics, and further the influence of significant factors in the mixed bundling model such as discount effect, con- trast effect on the consumers＇ decision-making is analyzed. The results show that the significant factors in the mixed bundling model can attract more consumers＇ choices so that consumers can feel more value available and more satisfied. Meanwhile, the provision of more comprehensive business information can help customers make purchasing decisions more quickly with lower decision-making regret.

关 键 词：手机定制 混合捆绑 折扣效应 对比效应 购买决策 电信业务 

分 类 号：R626.12[医药卫生—整形外科] F713.55[医药卫生—外科学]