Strategic price bundling for online retail platforms considering consumer behavior of valuation discount
研究了消费者因捆绑折扣而对单个产品估值降低的现象如何影响在线零售平台的捆绑定价策略，发现混合主导捆绑在特定条件下优于混合联合捆绑，且当单个产品潜在消费者池都很大时，混合联合捆绑甚至不如不捆绑。
Bundling has become an important operational tool for online retail platforms to attract consumers. Nevertheless, published empirical results on consumer behavior show that a bundle discount negatively influences the consumers’ perceived value of individual component products. We investigate how valuation discounts like these influence the online retail platforms’ decision optimization in bundling. Optimization models for mixed-joint and mixed-leader bundling are developed to analyze this effect. Based on the benchmark model of no-bundling, insightful implications are provided by comparing these three models. It is found that, in specified conditions, mixed-leader bundling outperforms mixed-joint bundling due to the negative effects of valuation discounts. Moreover, when the potential consumer pools of individual components are both large, mixed-joint bundling, which common knowledge considers the most profitable strategy, performs worse than the no-bundling strategy when valuation discounts are taken into account.