Group Bundling Versus Traditional Bundling in e-Commerce: A Field Experiment

@article{Doha2016GroupBV,
  title={Group Bundling Versus Traditional Bundling in e-Commerce: A Field Experiment},
  author={A. Doha and Maryam Ghasemaghaei and K. Hassanein},
  journal={2016 49th Hawaii International Conference on System Sciences (HICSS)},
  year={2016},
  pages={919-928}
}
Selling in bundles has been argued to lead to more and earlier sales in promotion and clearance campaigns, which could improve inventory turnover, capacity utilization, and profitability. [...] Key Result The results of a field experiment we conducted on the e-commerce operation of a gym suggests that group bundling does have a relative advantage in driving consumers' intention to buy online bundles.Expand

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