• 융합경영연구
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• 제10권1호
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• pp.27-37
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• 2022

Purpose: This study investigates how to successfully promote the smart product bundle by exploring (1) how consumers' adoption intention toward a smart product bundle differs by the complementarity level of the bundled items and (2) how the ad appeal type influences the effect of complementarity level on adoption intention via goal fluency. Research design, data and methodology: This study was a 2 (complementarity level: low vs. high) × 2 (ad appeal type: attribute vs. benefit) between-subjects experiment. The proposed hypotheses were verified using analysis of variance (ANOVA) and bootstrap analysis using PROCESS. Results: This research demonstrated that adoption intention toward smart products increases when the complementarity level of bundled smart items is high. Goal fluency underlies this relationship. Further, attribute versus benefit appeal type moderates the relationship between the complementarity level and goal fluency. Conclusions: Compared with the attribute appeal, benefit appeal leads to higher goal fluency when the complementarity level of the bundled items is low. However, there was no differential impact of appeal type on goal fluency when the complementarity level of bundled items is high. Finally, goal fluency mediated the interaction of complementarity level × ad appeal type on adoption intention.

• 유통과학연구
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• 제18권5호
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• pp.15-23
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• 2020

Purpose: This research focused on the fact that the Internet platform is integral to IoT products such as Smart home and studied consumer buying decisions when products are sold bundled with internet service. Contrary to the sales strategies of telecommunication companies, some companies sell IoT products alone, for example Google, Kakao, and Naver. In this market situation, the sales strategies of Korean telecommunication companies were analyzed with bundling theory and technology acceptance model, then it was conducted to figure out which sales and distribution strategies could affect consumers' purchase behavior. Research design, data, methodology: Data was collected by149 questionnaires from groups who are familiar with IoT smart home systems, then exploratory factor analysis and regression were used to analyze the research model. Results: The results revealed that the perceived ease of use and the perceived usefulness affect the purchase intention of IoT-based products; however, this effect was not found in the case of bundled products. In other words, it is found that selling and distributing Internet services and IoT products together does not affect consumers' purchases. Conclusion: It is suggested that Korean telecommunications companies' existing sales and distribution strategies for IoT products need to be changed according to its characteristics.

• 유통과학연구
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• 제15권7호
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• pp.35-41
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• 2017

Purpose - A product bundling is a marketing approach where multiple products or components are packaged together into one bundle solution. This paper aims to introduce an optimal bundle search problem (hereinafter called "OBSP") which may be embedded with online recommendation system to provide an optimized service considering pairwise discount and delivery cost. Research design, data, and methodology - Online retailers have their own discount policy and it is time consuming for online shoppers to find an optimal bundle. Unlike an online system recommending one item for each search, the OBSP considers multiple items for each search. We propose a mathematical formulation with numerical example for the OBSP and analyzed the complexity of the problem. Results - We provide two results from the complexity analysis. In general case, the OBSP belongs to strongly NP-Hard which means the difficulty of the problem while the special case of OBSP can be solved within polynomial time by transforming the OBSP into the minimum weighted perfect matching problem. Conclusions - In this paper, we propose the OBSP to provide a customized service considering bundling price and delivery cost. The results of research will be embedded with an online recommendation system to help customers for easy and smart online shopping.