Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Business and Policy Studies
Series Vol. 8 , 13 September 2023
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Access | Article
The Impact of Bundling Strategy on Consumer Psychology of E-commerce in the Era of Big Data
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Abstract
With the informatization of versatile platforms, e-commerce has become the most popular promotional channel. As the key element of the marketing mix, price strategy plays an almost decisive role in a consumer’s willingness to pay and consumer satisfaction. Thus, this study will explore the impact of bundling strategy on consumer psychology in big data e-commerce. The result shows that the bundling strategy can take advantage of big data to maximize product value perception and consumer satisfaction. Through the previous literature, the article finds many complex psychological aspects of consumers in bundle pricing under big data e-commerce. However, there are few studies on the specific elements and degree of impact on consumer psychology. Therefore, future studies can focus on using qualitative analysis to explore the influence of bundling strategy on consumer psychology in big data E-commerce and focus on one of the e-commerce platforms.
Keywords
bundling strategy, consumer psychology, consumer behavior, e-commerce, big data
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-915371-43-0
- ISBN (Online)
- 978-1-915371-44-7
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/8/20230269
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited