捆绑销售策略对消费者购买意愿的影响研究——以通信业为例  

Study on the Influence of Bundling Sales on Consumers’ Purchase Intention——Take the Communications Industry as an Example

作　　者：魏冉 喻言[1] WEI Ran;YU Yan(College of Economic, Hunan Agricultural University, Changsha 410128, China)

机构地区：[1]湖南农业大学经济学院

出　　处：《江科学术研究》2018年第4期57-62,共6页Academic Research Of JXUT

基　　金：国家社科基金青年项目“中间投入品价格歧视的反垄断规制研究”(NO.15CJY001);2017年湖南省教育厅优秀青年项目“反垄断经济学视阈下知识产权滥用行为的竞争效应及规制研究”(NO.17B131);2017年湖南省社科成果评审委员会课题“知识产权滥用与反垄断规制——基于产业组织理论视角的理论与实证”(NO.XSP17YBZC086)

摘　　要：以通信业为例研究捆绑销售对消费者购买意愿的影响,采用问卷调查法采集数据,从感知有用性、感知易用性、感知风险等7个方面,考虑通信业的捆绑销售与消费者购买意愿之间的关系,得出感知有用性、感知易用性、消费者口碑、新产品转移偏好与消费者购买意愿有显著的正相关关系,根据研究结果为通信业如何制定销售策略以更好的吸引消费者供了相关建议。This paper takes the communications industry as an example to study the effect of bundling sales on consumers'purchasing willingness.The data were collected by questionnaire.The relationship between the binding sales of communications and the purchasing intention of consumers is taken into account in seven aspects,such as perceived usefulness,perceived ease of use and perceived risk.The results show that perceived usefulness,perceived ease of use,consumer reputation and new products’transferred preference have significant and positive correlation with consumers'purchasing intention.According to the research results,this paper developed a sales strategy for the communications industry to attract consumers.

关 键 词：捆绑销售 消费者 购买意愿 通信业 

分 类 号：F830.51[经济管理—金融学]