捆绑销售商品购买决策的影响因素研究
Influencing Factors of Consumer Decisions in Buying Bundled Goods: Taking China Unicom iPhone Contract Plans for Example

摘要 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。
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 equation model is developed based on China Unicom 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