Effect Mechanism Of The Mixed Price Bundling Frame

Combined with the practical marketing problems in e-commerce retail,based on prospect theory,mental accounting theory,framing effect and heuristic systematic information processing model,with two scenario experiments,the paper compares the effects of joint segregated bundling and leader bundling on the perceived quality of bundled products,the perceived transaction value of the bundle,the perceived acquisition value of the bundle and purchase intention,and proves that gender is a mediated moderator of these effects.Further,for male consumers,the paper explores the mediating roles of perceived quality of the tie-in product,perceived quality of the focal product,perceived transaction value of the bundle,perceived acquisition value of the bundle on the impact of bundle frame on purchase intention of the bundle.The results of the two experiments show that gender moderates the impact of mixed price bundling frame on the perceived quality of the tie-in product,so gender further moderates the impacts of bundle frame on the perceived quality of the focal product and the perceived acquisition value of the bundle,respectively.And the moderating effect of gender on the impact of bundling frame on the purchase intention for the bundle is successively mediated by the perceived quality of the tie-in item and the perceived acquisition value of the bundle.Because male consumers tend to use the heuristic information processing mode,while female consumers prefer to deal with promotion information systematically and comprehensively,the mixed price bundling frame effects are only established among male consumers.For male consumers,bundling frame influences their purchase intention for the bundle through the sequential continuous mediation of the perceived quality of the tie-in item and the perceived acquisition value of the bundle.In addition,the perceived transaction value of the bundle mediates the effect of bundling frame on the purchase intention,and the perceived transaction value of the bundle significantly positively affects the perceived acquisition value.The paper complements and deepens related research by exploring of the mechanism and boundary conditions of the mixed price bundling frame effects.Based on the research conclusions,this paper also provides practical suggestions to help marketers solve the existing marketing problems in e-commerce retail.