欢迎您！东篱公司
退出
-
申报数据库
-
立项数据库
-
成果数据库
-
项目获奖数据库
中文摘要：
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。
英文摘要：
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 equa- tion model is developed based on China Unicorn 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.
同期刊论文项目
同项目期刊论文
期刊信息
位置：