Examining The Effects of Product Bundling and Price Subsidy on Consumers’ Perceived Saving and Contract Retention：The Case of Taiwan Mobile Corporation

• Main Authors: Wei-Chu Liao, 廖偉初
• Other Authors: Shih-Tung Shu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/97667423363681674663

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 97 === In the 90s'', when the Chunghwa Telecom monopolized the Taiwan''s mobile communication product market, mobile subscribers had to wait in a long queue. Today the total mobile phone subscription number of 2G and 3G has increased to 24.45millions by the end of April 2009. The penetration rate reaches more than 106 percent in Taiwan. Competitions among these mobile communications are highly intense. The mobile phone number tie-in sale with the handset has become the way of main promotion way. Past studies about mobile phone bundling mainly focused on “mobile phone number tie-in sale with the handset” or “mobile phone number tie-in with airtime charge”. Fewer studies concentrated on the non-complementary product bundling. In addition, telecommunication service providers develop mobile phone rate plan and price subsidy in accordance with different call demands. Telecommunication service providers tend to give higher price subsidy to low monthly fixed rate user and to offer lower price subsidy to high monthly fixed rate user. Does this practice really invoke subscribers’ perception of saving? The answer to this question forms the second objective of the research. The results of this study indicate that: (1) Under the highly competitive market of mobile communications, consumer’s perceived saving from the non-complementary product bundling tie-in sale will be higher than the complementary product bundling tie-in sale. (2) Under the different schemes of price subsidy, comparing with the high monthly fixed rate user, the low monthly fixed rate user did not perceive higher saving. (3) The interaction effect of product bundling and price subsidy on consumer’s perceived saving is partially significant. (4) The higher the mobile phone subscribers’ perceived saving is, the stronger their retention intention.