• International Journal of Internet, Broadcasting and Communication
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• 제15권4호
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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.

• 유통과학연구
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• 제13권10호
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• pp.15-21
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• 2015

Purpose - This study examines a bundling effect on production and distribution in a patent-protected industry. Despite the heavy use of bundling strategies in the information and technology industry, literature has paid scant attention to bundling of intellectual property rights. This study examines a theoretical exploration of the bundling effect on licensing behavior. Research design, data, and methodology - To address this behavior, we build a simplified model consisting of three stages: 1) bundling decision, 2) licensing agreement, and 3) competition. The subgame perfect Nash equilibrium is applied to the model. Results - A single-patent holder with superior technology grants its own license to the multiple-patent firm, thereby leaving the market. Anticipating the single right holder's licensing strategy, the multiple-patent firm offers a bundle, making the single-right holder's bargaining position weaker. Conclusions - Bundling is an effective business strategy, resulting in multiple products for a firm as it faces other firms with single-product lines in each market. Taking advantage of the multi-patent or multi-product lines, the firm utilizes the bundling strategy obtaining better technology from the standalone single-patent firms.

• 경영과학
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• 제25권1호
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• pp.169-191
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• 2008

In this paper, we examined the difference of the effects of buying factors in two consumer segments divided by the innovative behavior for digital convergence products, and developed relevant managerial implications. As the digital convergence product could be understood as a innovative bundling product, the buying factors of the digital convergence products were clustered in 3 groups : common innovation-bundling factors, innovation factors and bundling factors. Tests for the difference of regression coefficients of the purchasing factors in the two markets show that (1) the early market is affected by both of the common innovation-bundling factors and the innovation factors, while the mainstream market is affected by all of the common innovation-bundling factors. the innovation factors and the bundling factors, (2) the early market is more affected by the technical benefit, while the mainstream market is more affected by the pragmatic benefit, and (3) both of the two markets are affected by the compatibility and the message communicability. The relevant managerial implications for the successive diffusion of the digital convergence products can include (1) in the entire period of the diffusion. enhancing the compatibility between consumer and product concept, performing constant and differentiated marketing communication activities, (2) in the early market of the diffusion, introducing unique innovative product which provides obvious and differential synergy through the convergence, appealing to the technical benefit, and (3) in the mainstream market of the diffusion, improving the qualities and features of individual products for the digital convergence product, appealing to the pragmatic benefit, reducing the complexity of product.

• 지능정보연구
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• 제12권2호
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• pp.49-65
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• 2006

본 논문에서는 유비쿼터스 환경에서 유동 소비자에 대한 서비스 이용의 유동성을 보장할 수 있는 지능형 여행정보서비스를 제안하고자 한다. 본 시스템은 유비쿼터스 환경에서 여행자가 필요로 하는 다양한 정보 획득을 돕기 위해 단일상품 묶음을 통한 복합상품 구성과 시맨틱 웹 서비스에 기반한 정보의 구조적 표현을 목적으로 설계되었다. 여행정보시스템에 연관된 상품들은 호텔, 항공사. 자동차대여, 여행지 정보, 음식점 및 Business Trip 등으로 여행자의 요구 및 상황의 변화에 맞게 연관상품의 복합상품구성을 위한 지능형 여행 최적 정보시스템의 연구가 요구된다. 이를 위해 털 연구에서는 여행서비스 지원을 위해, 첫째 여행자의 요구에 따른 단일상품의 복합상품화를 위한 방법론(Product bundling and modification)을 제안하였다. 둘째, 복합상품을 구성하기 위해 개별 정보시스템에 이질적인 형태로 저장되어있는 단일상품에 대한 정보를 공유하기 위해 시맨틱 웹 기반 정보의 구조적 표현에 관하여 제안한다. 이에 본 논문에서는 OWL 기반의 온톨로지를 구축하였다. 따라서 온톨로지 기반의 여행정보시스템은 향후 시맨틱 웹서비스 기반의 지능형 여행정보시스템 구축을 위한 초석으로 활용될 것이다.

• Asia pacific journal of information systems
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• 제20권2호
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• pp.39-62
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• 2010

As an engineered product, a software package has multiple dimensions that must be designed judiciously to enhance its competitive viability. Functionality, reliability and price are three such common dimensions. However, many software products are sold as bundles of individual components and the competitive impact of bundling has received less attention in the research literature. In this paper, we examine the implications of software vendors using bundling as an element of competitive strategy. A game theoretic model of the actions of an incumbent and a new entrant is developed and the impact on vendor and consumer welfare is analyzed. Numerical experiments with the model show that (i) increasing bundle size is an effective strategy for the incumbent to increase its payoff at the cost of the entrant's payoff and consumer surplus, especially when the entrant's quality is low (ii) in the presence of bundling, the entrant can still increase its own payoff and consumer surplus at the cost of the incumbent's payoff, by increasing product quality up to the level that best segments market demand with the incumbent and (iii) an increase in bundle size by the incumbent, or an increase in quality by the entrant, can both result in an increase of total surplus. Similar results are observed in a related case where the entrant offers free software bundles. Our results provide insights into how software vendors may strategically use bundling and quality as additional product dimensions in order to stay competitive in the market. These results also inform the competing vendors of the impact of bundling related public policy actions on their respective payoffs.

• 한국IT서비스학회지
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• 제13권4호
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• pp.19-43
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• 2014

Categorization means the process labeling or identifying an object based on what people already know or its similarity for people to be easily perceptible in external environment. If it is categorized, it is schematically conjectured from typical characteristic of the category. In this sense, the categorization of new products has an important effect upon the market performance. Nevertheless, the categorization of innovative new products is not easy and occasionally very ambiguous. In this study, we discuss how to strengthen the categorization strategy of new hybrid IT products through complementary bundling. The model of this study is based on Technology Acceptance Model (TAM) with resistance variable and verifies the statistical significance by undertaking a survey on consumers' awareness. In addition, we review the moderating effects of prior knowledge in the adoption process of complementary bundling. Through this analysis, we find out the structural relationship among the factors affecting adoption of complementary bundling. Also, it show that the influence of prior knowledge in respect of the adoption process is greater than others in case that there exists significant heterogeneity among strategic categories and complements. In conclusion, these findings suggest the following managerial implication. The categorization strategy of new hybrid IT product can be enhanced by complementary bundling, but the suitability among strategic category and complements should be evaluated exhaustively.

• 한국지능정보시스템학회:학술대회논문집
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• 한국지능정보시스템학회 2005년도 공동추계학술대회
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• pp.369-378
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• 2005

본 논문에서는 유비쿼터스 환경에서 유동 소비자가 서비스의 유동성을 보장받을 수 있는 지능형 여행정보서비스를 제안하고자 한다. 본 시스템은 유비쿼터스 환경에서 여행자가 필요로 하는 정보획득을 돕기 위해 다양한 상품제안, 그 상품들 간의 연계를 통한 맞춤제안을 목적으로 설계되었다 여행정보시스템에 연관된 상품들은 호텔, 비행사, 자동차, 여행지 정보, 음식점 및 Business Trip 등이다. 따라서 여행자의 요구 및 상황의 변화에 맞게 연관상품의 Schedule 맞춤을 위한 지능형 여행 최적정보시스템의 연구가 요구된다. 이를 위해 본 연구에서는 Traveling Service 지원을 위해 첫째 여행자의 요구에 따른 단일상품의 복합상품화(Product bundling)를 위한 방법론을 제안하였다. 둘째, 복합상품을 구성하기 위해 필수적인, 개별정보시스템에 이질적인 형태로 저장되어있는 단일상품에 대한 정보를 공유하기 위해, 여행상품과 온톨로지의 구축이 요구된다. 이에 본 논문에서는 OWL 기반의 온톨로지를 구축하였다. 온톨로지 기반의 여행정보시스템은 향후 시맨틱 웹서비 기반의 지능형 여행정보시스템 구축을 위한 초석으로 활요될 것이다.

• 아태비즈니스연구
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• 제5권2호
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• pp.51-64
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• 2014

Strategic bundling of Human Resource Management (HRM) practices among themselves works together as an entire HRM system rather than individual HRM practices to achieve organizational objectives. The bundles of HR practices support the effectiveness of one another assuming the effectiveness of any practice depends on other practices in place. It is said that the greater the total degree of bundling among the various components of HRM policies and practices, the more will be the organizational outcomes. Realizing these facts, this study aimed to explore the level of strategic bundling and examined the impact of such bundling on organizational performance to the publicly listed companies of Nepal. This empirical study is based on description and exploratory design for which data collected through the questionnaire based on 5-point liker scale. Total population of the study at the time of data collection are 234 organizations publicly listed in Stock Exchange of Nepal. Questionnaire is distributed to all organizations listed, response received from 105 organizations, as a unit of analysis, which is fairly good response. The study of strategic bundling of HRM practices perhaps the first study in Nepal, found that only 32 percent organizations have followed high bundling HR practices and these high bundling organizations are significantly different with low bundling organizations. Business organizations are trying to practice being close association of HRM policies and practices within them except labor relation with employee participation and business strategies. Supporting to the international literature, strategic bundling of HRM practices among themselves shows statistically significant effects on quality of product or services, labor productivity, financial performance, employee satisfaction, rate of innovation, employee commitment and market share.

• 경영과학
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• 제31권4호
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• pp.75-92
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• 2014

Broadcast-telecommunication bundling services provide customized services and reduce household telecommunication costs, contributing to the improvement of users' welfare. However, following the recent fierce competition of broadcast-telecommunication providers, the Korea Communications Commission, an organization that regulates promotional gifts and fee-reduction benefits to attract subscribers, has imposed a series of regulations. The excessive offering of promotional gifts can distort fair market competition and damage users. Yet if all bundling services are regulated uniformly, some benefits for users may be reduced, and the autonomous marketing competition of service providers may be restricted, thereby shrinking the entire communications market. Therefore, this study attempts to investigate domestic and foreign regulations on promotional gifts and other offerings related to broadcast-telecommunication bundling services, to analyze problems with respect to the current regulations and to propose an improvement plan. The study asserts that it is necessary to improve the violation decision criteria of the Korea Communications Commission and its regulations on broadcast-telecommunication service providers' promotional gifts in order to regulate the bundling services reasonably. In addition, it proposes a proper regulation of the OTS(Olleh TV Skylife) product, a new service emerging in the evolution of the bundling service type.

• 국제지역연구
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• 제16권1호
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• pp.53-74
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• 2012

묶음판매(bundling) 전략이란 2개 이상의 제품이나 서비스를 단일 가격으로 판매하는 마케팅 방법으로 여행사들은 적은 비용으로 많은 상품을 판매하위 위한 수단으로 여행 패키지라는 묶음판매 전략을 사용하고 있다. 본 논문은 여행 패키지의 묶음판매(bundling) 전략에 관하여 연구하였다. 이를 위해 美 북동부와 캐나다를 10일간 여행하는 여행 패키지 상품을 상정하였다. 연구자들은 여행 패키지를 2(pure bundling vs. mixed bundling) ${\times}$ 3(0% lower than sum, 10% lower than sum, 20% lower than sum) ${\times}$ 3(not at all related, somewhat related, very related)의 54개의 여행 패키지로 디자인 하였다. 조사 자료에 대한 분석방법은 변수들의 신뢰도와 타당도를 검증하기 위해 실뢰도 계수인 Cronbach's ${\alpha}$ 계수와 요인분석을 이용하였고 가설검증을 위하여 t-test와 ANOVA를 사용하여 실증분석 하였다. 실증 분석결과 연구자들의 예상대로 여행 패키지를 구성하는 개별적인 여행 구성상품들의 개수와 구성상품들의 할인율 그리고 여행 패키지 구성상품들 사이의 기능적인(functional) 관계가 관광객들의 인식에 차이를 미쳤다. 결과적으로 관광객들은 할인율의 폭이 크던 작던 일정 정도의 여행 패키지에 대한 할인을 기대하였으며, 여행 패키지를 구성하는 개별상품들의 개수가 많아지는 방향을 선호하였다. 또한 여행 패키지를 구성하는 개별상품들 간의 관계가 이질적인 여행 패키지를 선호하는 것으로 밝혀졌다.