Consumer-related determinants in product bundling: an empirical study
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Berlin
ESCP Europe Wirtschaftshochschule
2009
|
| Schriftenreihe: | ESCP Europe working paper
49 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | V, 47 Bl. graph. Darst. |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text |
III
Contents
CONTENTS.
HI
FIGURES
.
V
1
INTRODUCTION
.1
1.1
Problem statement
.1
1.2
Structure of the paper
.2
2
BASIC PRINCIPLES OF BUNDLING
.3
2.1
Definitions of bundling
.3
2.2
price bundling versus product bundling
.4
2.3
types of bundling strategies
.6
3
LITERATURE REVIEW
.8
3.1
Strategic objectives of bundling
.8
3.1.1
Added value of bundling from a company's perspective
.8
3.1.2
Added value of bundling
f
rom
a consumer'
s
perspective
.11
3.2
Behavioural research on bundling
.14
3.2.1
Prospect theory and mental accounting
.14
3.2.2
Consumer evaluation process of bundles
.16
4
STRUCTURE OF THE EMPIRICAL STUDY
.19
4.1
Conceptual model and development of research hypotheses
.19
4.1.1
Development of hypothesis
1:
The chain "involvement-convenience-purchase intention"
.19
4.1.1.1
Involvement and purchase intention for bundles
.19
4.1.1.2
Need for convenience as a mediator between involvement and purchase intention for bundles
.20
4.1.2
Development of hypothesis
2:
The chain "product familiarity-risk-purchase intention"
.21
4.1.2.1
Product familiarity and purchase intention for bundles
.21
4.1.2.2
Perceived purchase risk as a mediator between product familiarity and purchase intention for bundles
22
4.2
Research method
.24
4.2.1
Survey design
.24
4.2.2
Procedure and sample selection
.26
5
RESULTS OF THE EMPIRICAL STUDY
.28
5.1
Sample description
.28
5.2
Survey results
.28
5.2.1
General procedure with respect to the statistical analyses
.28
5.2.2
Results with respect to hypothesis
1.30
5.2.2.1
Involvement and purchase intention for bundles
.30
IV
5.2.2.2
Convenience as a mediator between involvement and purchase intention for bundles
.32
5.2.3
Results with respect to hypothesis
2.34
5.2.3.1
Product familiarity and purchase intention for bundles
.34
5.2.3.2
Perceived purchase risk as mediator between product familiarity and purchase intention for bundles
36
6
CONCLUSION AND DIRECTIONS FOR FUTURE RESEARCH
--------------------------------------38
6.1
Managerial implications
.38
6.2
Limitations
.40
6.3
Directions for future research
.42
REFERENCES
.44 |
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| author | Alexander, Julia Wilken, Robert |
| author_GND | (DE-588)141679328 (DE-588)133067513 |
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| bvnumber | BV036545581 |
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| indexdate | 2024-12-13T11:11:50Z |
| institution | BVB |
| language | English |
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| publishDate | 2009 |
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| publisher | ESCP Europe Wirtschaftshochschule |
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| series | ESCP Europe working paper |
| series2 | ESCP Europe working paper |
| spelling | Alexander, Julia Verfasser (DE-588)141679328 aut Consumer-related determinants in product bundling an empirical study Julia Alexander ; Robert Wilken Berlin ESCP Europe Wirtschaftshochschule 2009 V, 47 Bl. graph. Darst. txt rdacontent n rdamedia nc rdacarrier ESCP Europe working paper 49 Kombination (DE-588)4319923-9 gnd rswk-swf Produkt (DE-588)4139399-5 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Nachfrageverhalten (DE-588)4200451-2 gnd rswk-swf Produkt (DE-588)4139399-5 s Kombination (DE-588)4319923-9 s Marketingstrategie (DE-588)4120697-6 s Nachfrageverhalten (DE-588)4200451-2 s b DE-604 Wilken, Robert Verfasser (DE-588)133067513 aut ESCP Europe working paper 49 (DE-604)BV036545541 49 Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020467276&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Alexander, Julia Wilken, Robert Consumer-related determinants in product bundling an empirical study ESCP Europe working paper Kombination (DE-588)4319923-9 gnd Produkt (DE-588)4139399-5 gnd Marketingstrategie (DE-588)4120697-6 gnd Nachfrageverhalten (DE-588)4200451-2 gnd |
| subject_GND | (DE-588)4319923-9 (DE-588)4139399-5 (DE-588)4120697-6 (DE-588)4200451-2 |
| title | Consumer-related determinants in product bundling an empirical study |
| title_auth | Consumer-related determinants in product bundling an empirical study |
| title_exact_search | Consumer-related determinants in product bundling an empirical study |
| title_full | Consumer-related determinants in product bundling an empirical study Julia Alexander ; Robert Wilken |
| title_fullStr | Consumer-related determinants in product bundling an empirical study Julia Alexander ; Robert Wilken |
| title_full_unstemmed | Consumer-related determinants in product bundling an empirical study Julia Alexander ; Robert Wilken |
| title_short | Consumer-related determinants in product bundling |
| title_sort | consumer related determinants in product bundling an empirical study |
| title_sub | an empirical study |
| topic | Kombination (DE-588)4319923-9 gnd Produkt (DE-588)4139399-5 gnd Marketingstrategie (DE-588)4120697-6 gnd Nachfrageverhalten (DE-588)4200451-2 gnd |
| topic_facet | Kombination Produkt Marketingstrategie Nachfrageverhalten |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020467276&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV036545541 |
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