The Influences of Price Bundling Promotion Types on Online Impulsive Purchase Behavior-An Example of Women’s underwear

• Main Authors: Chang, Yung-Chu, 張詠筑
• Other Authors: Liaw, Guo-Fong
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/37698619599879974772

碩士 === 輔仁大學 === 織品服裝學系 === 98 === Price bundling promotion is one of the marketing strategies for retailers. By price bundling promotion consumer tends to either buy more or be more willing to make the decision of buying. While consumers find the real price is lower than the perceived one in the purchasing process, consumers are more willing to buy. Therefore, consumer’s perceived saving due to the price gap between the price bundling price and the original price tag would in turn lead to impulse buying behavior. The entire process plays a deciding factor in the success of the price bundling strategies. Hence, understanding consumer’s inclination for the content of price bundling makes successful marketing business. In the past, there were researches of the influences on impulse buying due to price bundling, but most of the researches were limited to break-and- stores and there were only few on the virtual stores. Therefore, our focus will be on the deciding factors in the links between perceived saving and impulse buying. The deciding factors include the combination of the products (replacement or complement), product messages (sensibility or rationality), and price gap (large or small). This article tries to verify the links among all the factors through the build up of the theoretical models and the analysis on case studies, and can be used as a reference of marketing strategies for the retailers in the future.