Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5111392 | Journal of Retailing and Consumer Services | 2017 | 12 Pages |
Abstract
Bundling in retail has been argued to improve sales volume and speed, which can improve retailers' operation performance. However, recent research finds that the purchase quantity requirement in traditional bundling deters non-buyers from becoming buyers. This paper proposes “social bundling,” as a novel method that alleviates the quantity requirement while satisfying the bundling benefits for consumers and retailers. We empirically test a theoretical model that explains the advantages and disadvantages of social bundling vis-Ã -vis traditional bundling in influencing consumers' intentions to purchase in bundles. We conclude that social bundling outperforms traditional bundling in driving intention to purchase in bundles.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Ahmed Doha, Maryam Ghasemaghaei, Khaled Hassanein,