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

  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)},
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

Figures, Tables, and Topics from this paper


Shopper Response to Bundle Promotions for Packaged Goods
The authors develop incidence, quantity, and choice models that incorporate the intricate bundle mechanisms, and they use simulations to contrast the sales impact of bundle and traditional per-unit promotions. Expand
Bundle evaluation in different market segments: The effects of discount framing and buyers’ preference heterogeneity
Heterogeneity of buyers’ preferences has played a significant role in the earlier economic analyses of bundling and continues to be important in the recent investigations initiated by marketing andExpand
The Price Bundling of Services: A Normative Framework
As product lines have broadened in many industries (particularly service industries), the use of mixed price bundling has increased. In mixed price bundling, a firm offers its customers the choice ofExpand
To Bundle or Not to Bundle: Determinants of the Profitability of Multi-Item Auctions
This article introduces and empirically tests a conceptual model of the key determinants of the profitability of bundling in auction markets. The model encapsulates hypotheses about how sellerExpand
The Decomposition of Promotional Response: An Empirical Generalization
Price promotions are used extensively in marketing for one simple reason-consumers respond. The sales increase for a brand on promotion could be due to consumers accelerating their purchases i.e.,Expand
Strategic Use of Bundling for Reducing Consumers’ Perceived Risk Associated with the Purchase of New High-Tech Products
Consumers’ perceived risk is a significant barrier to the adoption of new high-tech products. Based on a review of the marketing, consumer behavior and psychology literatures, a theoretical frameworkExpand
An Electronic Clearance Marketplace Leveraging Collaborations in Supplier and Buyer Communities: A Design Science Research Study
This research-in-progress paper proposes an innovative electronic clearance marketplace (clearance e-marketplace) based on novel design principles, namely, shared bundle purchasing and shared customer pooling, which arguably leads to more effective results than traditional clearance methods. Expand
Consumer preference for product bundles: The role of reduced search costs
Most prior research on bundling from a consumer perspective has focused on how bundles are processed, particularly from a prospect theory or mental accounting perspective. In contrast, relativelyExpand
Simultaneous vs. Sequential Group-Buying Mechanisms
The analysis shows that the sequential mechanism leads to higher deal success rates and larger expected consumer surpluses and this result holds for a multiperiod extension and when the firm offers a price discount schedule with multiple breakpoints. Expand
Simultaneous versus Sequential Group-Buying Mechanisms
This paper studies the design of group-buying mechanisms in a two-period game where cohorts of consumers arrive at a deal and make sign-up decisions sequentially. A firm can adopt either a sequentialExpand