The Effect of Time , Product Involvement and Asymmetric Message Framing on Price Bundling

• Main Authors: Hou Chiu Min, 侯秋敏
• Other Authors: 張重昭
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/00045241690621600010

碩士 === 國立臺灣大學 === 商學研究所 === 91 === Today, price bundling is becoming popular marketing strategy. Many manufacturers and retailers often offer single unit of multiple products or multiple units of the same product for one bundled price. For many enterprises, price bundling will help them to make consumers feel confused about real costs of products and to improve purchasing intentions. However, when consumers can’t correctly realize the real cost , they would reduce consumption intentions. And in the past there are a lot of literatures have studied the effects of price bundling on purchase behavior; in comparison, almost no research has proposed the effect of the price bundling on consumtion behavior. Due to the lack of relevant researches, Soman and Gouville(2001) argue that ticket format of products can affect the likelihood of product consumption. Although the research suggests an interesting point of view to make extra profit for enterprises, it still leaves some direction to discuss. First, the interval between payment and consumption is a very important factor to affect the likelihood of product consumption. Second, it does not consider whether or not product involvement is an intervening variable between ticket format and consumption behavior. Focusing on those two questions, my research asserts for the followings: First , when the interval becomes longer , it would depreciate imputed cost and reduce the consumption intention. Second, consumers in high involvement will not easily be influenced by ticket formats. On the contrary, different way of message framing would influence imputed cost and consumption intention for consumers in low involvement.