系統識別號 U0026-0307201313221700
論文名稱(中文) 產品間價格等級差異是否減損組合產品之評價?以互補性功能及參考價格做為干擾
論文名稱(英文) Does Devaluation Effect Happen When Bundling in Different Price Tiers? A Moderating Role of Complementary Function and Reference Price
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 101
學期 2
出版年 102
研究生(中文) 陳亦宣
研究生(英文) Yi-Hsuan Chen
學號 R96001031
學位類別 碩士
語文別 英文
論文頁數 64頁
口試委員 口試委員-陳勁甫
中文關鍵字 搭售  價格等級  互補性功能  參考價格  減損效果  願付價格 
英文關鍵字 Bundle  Price Tier  Complementary Function  Reference Price  devaluation effect  Willingness to Pay 
中文摘要 在手機用戶數逐漸飽和造成的高度競爭市場之中,電信業者試著將手機以搭售的策略吸引既有客戶續約,並且吸引其他電信業者的用戶轉約至其電信服務。然而,過去針對組合產品的眾多研究中,學者們提出了許多不一致的論點,並且認為搭售策略並非總是能對收益帶來正向的效果。在電信市場裡,與智慧型手機搭售的產品可能是具有高或低的品牌知名度,而搭售品的品牌知名度則會使消費者形成高或低的價格等級認知,再與智慧型手機的價格等級比較,進一步造成組合產品內的價格等級差異,而本研究即欲探討此一價格等級差異是否會影響消費者對組合產品的評價。另外,互補性功能與參考價格經常被使用在組合產品的廣告之中,因此本研究亦探討此兩個構面在消費者評估組合產品時,是否具有干擾效果。
英文摘要 Under the highly competitive market caused by a gradually saturated customer base of mobile phone subscribers, mobile operators adopt bundling strategy to retain its existent mobile service subscribers and attract new subscribers from other operators. However, bundling strategy cannot always benefit the revenues according to the controversial arguments on bundle evaluations from prior research. In the mobile market, the tie-in product which is bundled with a smartphone can be branded or unbranded, and it leads to the difference of price tiers in a bundle. Therefore, this study examines whether the price tiers will influence the evaluation of the bundle. And we also verify two moderating effects---complementary function and reference price which are usually used in the bundle’s advertisement on the bundle evaluation.
After reviewing the literature and developing the research framework, we conduct an experiment by randomly assigned participants to one of the eight groups. Then, a total of 167 effective samples are collected and analyzed by ANOVA. The major findings of this study are as follows:
1.When bundling with a lower price tier’s product, the value of the bundle will be detracted comparing with the higher price tier’s product is considered alone.
2.The complementary function of the products in the bundle does not influence the devaluation effect under different price tiers.
3.To mark the reference price of the more expensive product in the bundle does not influence the devaluation effect under different price tiers.
論文目次 Chapter 1 Introduction 1
1.1 Background 1
1.2 Motivation 2
1.3 Objectives 3
1.4 Research Procedure 4
Chapter 2 Literature Review 6
2.1 Bundles 6
2.1.1 The Definition of Bundles 6
2.1.2 The Selection of Products in a Bundle 7
2.2 The Evaluation of Bundles 7
2.3 The Devaluation Effect on Bundles 9
2.3.1 Price Tiers of Products in the Bundle 9
2.3.2 Categorical Reasoning Process 10
2.4 Complementary Function 12
2.4.1 The Definition of Complementary Function 12
2.4.2 The Moderating Role of Complementary Function 13
2.5 Reference Price 13
2.5.1 The Definition of Reference Price 14
2.5.2 The Moderating Role of Reference Price 14
Chapter 3 Methodology 17
3.1 Research Framework and Hypotheses 17
3.2 Research Design 18
3.2.1 Experimental Design 18
3.2.2 Subject 19
3.3 Stimuli and Measurement 19
3.4 Pretest 22
3.5 Procedure of the Experiment 25
3.6 Data Analysis 26
Chapter 4 Analyses and Results 27
4.1 Sample Characteristics 27
4.2 Reliability Analysis 29
4.3 Manipulation Check 30
4.4 Hypotheses Testing 31
4.4.1 The Influence of Price tiers on Devaluation Effect 33
4.4.2 The Moderating Effect of Complementary Function 34
4.4.3 The Moderating Effect of Reference Price 35
4.4.4 Hypotheses Testing Summary 36
Chapter 5 Conclusion 37
5.1 Research Findings 37
5.2 General Discussion 38
5.2.1 Theoretical Implications 39
5.2.2 Managerial Implications 40
5.3 Limitations and Future Direction 41
References 43
Appendix A The Questionnaires of Pretest 47
Appendix B The Questionnaires of Experiment 58
參考文獻 ABI Reaserch (2012), “Mobile Handset Accessories.” https://www.abiresearch.com/
Adams, William J. and Yellen, Janet L.(1976), “Commodity Bundling and the Burden of Monopoly,” Quarterly Journal of Economics, 90 (Aug), 475-98.
Anderson, Norman H. (1981), “Foundations of Information Integration Theory,” New York: Academic Press.
Biswas, Abhijit and Edward A. Blair (1991), “Contextual Effects of Reference Prices in Retail Advertisements,” Journal of Marketing, 55 (Jul), 1- 12.
Bitran, Gabriel R. and Juan-Carlos Ferrer (2007), “On Pricing and Composition of Bundles,” Production and Operations Management, 16 (1), 93–108.
Bitta, D., Albert J., Kent B. Monroe, and John M. McGinnis.(1981), “Consumer Perceptions of Comparative Price Advertisements,” Journal of Marketing Research, 18 (Nov), 416-27.
Briesch, R. A., Lakshman, K., Tridib, M., and Raj, S.P. (1997), “A Comparative Analysis of Reference Price Models,” Journal of Consumer Research, 24 (2), 202-214.
Brough, AaronR., Chernev, Alexander (2012), ”When Opposites Detract: Categorical Reasoning and Subtractive Valuations of Product Combinations,” Journal of Consumer Research, 39(2), 399-414.
Calder, B. J., Lynn W. Phillips and Alice M. Tybout.(1981), “Designing research for application,” Journial of Consumer Research, 8 (Sep), 197-207.
Cameron, Trudy A. and Michelle D. James (1987), “Estimating Willingness to Pay from Survey Data: An Alternative Pre-Test- Market Evaluation Procedure,” Journal of Marketing Research, 24 (Nov), 389-95.
Cooke, Alan D. J., Claude Pecheux, and Elise Chandon (2005), “Subadditive Bundle Preferences and the Value of Variety,” Working Paper, Marketing Department, Warrington College of Business Administration, University of Florida, Gainesville, FL 32611.

Erat, S. and Bhaskaran, Sreekumar R.(2012), “Consumer Mental Accounts and Implications to Selling Base Products and Add-ons,” Marketing Science, 31 (Sep/Oct), 801-818.
Estelami, Hooman (1999), “Consumer Savings in Complementary Product Bundles,” Journal of Marketing Theory and Practice, 7 (3), 107–114.
Gaeth Gary J., Irwin P. Levin, Goutam Chakraborty, and Aron M. Levin (1990), “Consumer Evaluation of Multi-product Bundles: An Information Integration Analysis,” Marketing Letters, 1(Jan), 47-57.
Gale, Ian (1990), “A Multiple-Object Auction with Superadditive Values,” Economics Letters, 34 (4), 323-328.
Grewal, Dhruv, Kent B. Monroe, and R. Krishnan (1998), “The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions,” Journal of Marketing, 62 (April), 46-59.
Guiltinan, Joseph P. (1987), “The Price Bundling of Services: A Normative Framework,” Journal of Marketing, 51:2 (Apr), 74-85.
Gutman, Jonathan (1982), “A Means-End Chain Model Based on Consumer Categorization Processes,” Journal of Marketing, 46 (Spring), 60-72.
Hanson, Ward A. and R. Kipp Martin (1990), “Optimal Bundle Pricing,” Management Science, 36 (Feb), 155-174.
Harlam, Bari A. and Leonard M. Lodish (1995), “Modeling Consumers' Choices of Multiple Items,” Journal of Marketing Research, 32 (Nov), 392-403.
Heeler, Roger M., Adam Nguyen, and Cheryl Buff (2007), “Bundles=Discount? Revisiting Complex Theories of Bundle Effects,” Journal of Product and Brand Management, 16 (7), 492–500.
Helson, H. (1964), Adaptation level theory: An experimental and systematic approach to behavior. New York: Harper & Row.
Homburg, Christian, Nicole Koschate, and Wayne D. Hoyer (2005), “Do Satisfied Customers Really Pay More? A Study of the Relationship between Customer Satisfaction and Willingness to Pay,” Journal of Marketing, 69 (Apr), 84-97.
International Telecommunication Union (2013), “The World in 2013: ICT Facts and Figures.” http://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures
Kamins, Michael A., Valerie S. Folkes, Alexander Fedorikhin (2009), “Promotional Bundles and Consumers’ Price Judgments: When the Best Things in Life Are Not Free,” Journal of Consumer Research, 36 (Dec), 660-670.
Kalyanaram, G. and Russell S. Winer (1995), “Empirical Generalizations from Reference Price Research,” Marketing Science, 14 (3:2), 161-179.
Krishna, A. (1991), “Effect of Dealing Patterns on Consumer Perceptions of Deal Frequency and Willingness to Pay,” Journal of Marketing Research, 28 (Nov), 441-451.
Lichtenstein, Donald R. and William O. Bearden (1989), “Contextual Influences on Perceptions of Merchant-Supplied Reference Prices,” Journal of Consumer Research, 15 (Sep), 55-66.
Lopes, Lola, L.(1982), “Toward a Procedural Theory of Judgment,” Working Paper 17, Wisconsin Human Processing Program, Department of Psychology, University of Wisconsin, Madison.
Monroe,Kent B. (1990). Pricing: Making Profitable Decisions, (2^nded.), McGraw-Hill, New York.
Popkowski Leszczyc, P. T. L., G. Haubl. (2010), “To bundle or not to bundle: Determinants of the profitability of multi-item auctions,” Journal of Marketing, 74(4), 110-124.
Putler, D. (1992), “Incorporating Reference Price Effects into a Theory of Consumer Choice,” Marketing Science, 11 (Summer), 287-309.
Schmalensee, Richard (1982), “Commodity Bundling by Single-Product Monopolies,” Journal of Law and Economics, 25 (1), 67-71.
Schmalensee, Richard (1984), “Gaussian Demand and Commodity Bundling,” Journal of Business, 57 (1), 211–230.
Sheikhzadehng, Mehdi and Elahi, Ehsan (2013), “Product Bundling: Impacts of Product Heterogeneity and Risk Considerations,” International Journal of Production Economics, available on 13 Mar.
Sheng, S. and Pan, Y. (2009), “Bundling as a New Product Introduction Strategy: The Role of Brand Image and Bundle Features,” Journal of Retailing and Consumer Services, 16 (Sep), 367–376.
Sheng, S., Parker, A.M. and Nakamoto, K.(2007), “The effects of price discount and product complementarity on consumer evaluations of bundle components,” Journal of Marketing Theory and Practice, 15 (1), 53-64.
Soman, Dilip, and Gourville, John T. (2001), “Transaction Decoupling: How Price Bundling Affects the Decision to Consume,” Journal of Marketing Research, 38 (1), 30–44.
Telser, L G. (1979), “A Theory of Monopoly of Complementary Goods,” The Journal of Business, 52.2 (Apr), 211-230.
Troutman, C. Michael and Shanteau , J. (1976), “Do Consumers Evaluate Products by Adding or Averaging Attribute Information,” Journal of Consumer Research, 3 (Dec), 101-106.
Tversky, A. and Kahneman , D. (1974), “Judgment under Uncertainty: Heuristics and Biases,” Science, 185 (Sep), 1124-1131.
Varadarajan, P.R., (1986), “Horizontal cooperative sales promotion: a framework for classification and additional perspective,” Journal of Marketing, 50 (April), 61-73.
Yadav, Manjit S. (1994), “How Buyers Evaluate Product Bundles: A Model of Anchoring and Adjustment,” Journal of Consumer Research, 21.2 (Sep), 342-353.
Youngblood, J. and Himmelfarb, S. (1972) “The Effects of Prior Neutral Messages on Resistance to Evaluative Communications,” Psychonomic Science, 29 (6A), (Dec), 348-350.
  • 同意授權校內瀏覽/列印電子全文服務,於2018-07-08起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2018-07-08起公開。

  • 如您有疑問,請聯絡圖書館