• International Journal of Internet, Broadcasting and Communication
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• v.15 no.4
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• pp.100-106
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• 2023

Bundling has become a general promotion strategy in mobile shopping context. Previous research on bundling has mostly focused on bundle frame or price frame. Even though consumers are searching and purchasing the product in mobile channels, little research has investigated the effects of bundling in mobile shopping. The objectives of this study is to examine how different product image of bundle affects consumer's perception and purchase intention differently, and how brand familiarity moderate this influence. A sample of 140 subjects participated in a within-subjects experiment. A bundling composed of two different product image (a single product vs. bundled products) was evaluated by individuals. Brand familiarity (familiar brand vs. unfamiliar brand) were manipulated to test a set of hypotheses. We found that the effectiveness of bundling does not depend on the type of product image and brand familiarity. The findings of our study provide some implications for researchers and marketers. Although there have been studies on the effects of bundle framing on consumer behavior, we suggest new insights regarding bundling based on product image and mobile shopping context.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.32 no.3B
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• pp.161-167
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• 2007

In this paper, we evaluate the capacity of voice over internet protocol (VoIP) services over high-speed downlink packet access (HSDPA), in which frame-bundling (FB) is incorporated to reduce the effect of relatively large headers in the IP/UDP/RTP layers. Also, a modified proportional pair (PF) packet scheduler design supporting for VoIP service is provided. The main focus of this work is the effect of FB on system outage based on delay budget in radio access networks. Simulation results show that VoIP system performance with FB scheme is highly sensitive to delay budget. We also conclude that HSDPA is attractive for transmission of VoIP if compared to the circuit switched (CS) voice that is used in WCDMA (Release'99).

• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.181-185
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• 2024

The purpose of this research is to investigate how purchase cycle of a product and bundle frame influence consumers' responses to the bundle promotion. In order to test hypotheses of this study, we conducted an experimental study that was a 2(Purchase cyle: Long vs. Short) X 2(Bundle frame: 1+1 vs. Buy2 and 50% off) between-subjects design. The reseults of this study showed the interaction effects of purchase cycle of product and bundle frame on perceived level of discount and product attitude. Based on the results, we provide theoretical implcations to extent the existing research regarding bundling promotion. Moreover, the results of this study suggest some practical implications and a new aspect about bunle promotions.