The Influence of Communication Services Bundling on Colleges Consumption Decision Based on Mental Account

摘要：

Using the bundling is one of the effective methods for factories to increase sales. In order to explore the influence of bundling on the consumption decision, this article conducts a survey on college students, basing on the mental account theory. This article explores the preference differences of customers between bundling and unbundling under the same price. It turns out that, compared with single product sales, consumers prefer to bundling; Relative to separate pricing, consumers prefer combination price.

关键词： Communication Services Mental Account Consumption Decision Value Function Bundling

作者: Yang Li Qu Chen Junfang Zhao Qi Wang

作者单位: Beijing University of Posts and Telecommunications, Beijing, China

会议类型: 国际会议

会议名称: 2012 International Conference on Future Communication and Computer Technology(2012未来通信与计算机技术国际会议ICFCCT 2012)

会议地点: 哈尔滨

会议语种:英文

页码: 301-306

在线出版日期: 2012-05-19（万方平台首次上网日期，不代表论文的发表时间）