| dc.description.abstract | In this paper, we investigated if price framing and heterogeneity make difference to consumer’s satisfaction and perceived value on bundle product. We examined twenty hypotheses on two experimental designs, namely service bundle product and physical bundle product.
In this research, we presumed that a group of consumers has bought bundle products at a given price and have used the product partially. Looking back, he has some reactions to the package. We want to measure his reactions to make some conclusions related to our study objectives – namely how should a bundle product be priced and how should it be packaged? We want to know if he is satisfied with the bundle product for the price that he bought and for the product component that it contains. Does the value that he perceived of the package before he bought actually diminish or enhance?
Study One was designed to evaluate the impacts of service bundle product price framing and heterogeneity on consumer’s satisfaction and perceived value.
The effects of service bundle product on price framing to consumer’s satisfaction and perceived value are as followed:
1. Price framing should have effect on consumer’s satisfaction. Freebie 2, consumers buy one low value product at a single price and get other high value goods for free, it had provided consumers the highest satisfaction in the six price framings.
2. Price framing should have effect on the minimum offer to others. Freebie 2 had provided the biggest consumer’s perceived value in the six price framings.
The effects of social value orientation on service bundle product to consumer’s satisfaction and perceived value are as followed:
1. Social value orientation should have effect on consumer’s satisfaction. The selfish had reported higher satisfaction than the pro-social.
2. When consumer is in the condition of positive emotion, social value orientation should have effect on consumer’s satisfaction. The selfish had reported higher satisfaction than the pro-social.
The impacts of heterogeneity on service bundle product to consumer’s satisfaction and perceived value are as followed:
1. Heterogeneity should have effect on consumer’s satisfaction. The consumers had reported higher satisfaction on the low heterogeneity bundle product than the high heterogeneity.
2. When consumer in the condition of positive emotion, heterogeneity should have effect on consumer’s satisfaction. The consumers had reported higher satisfaction on the low heterogeneity bundle product than the high heterogeneity.
3. When consumer in the condition of negative emotion, heterogeneity should have effect on consumer’s satisfaction. The consumers had reported higher satisfaction on the low heterogeneity bundle product than the high heterogeneity.
The impacts of gender on service bundle product to consumer’s satisfaction and perceived value are as followed:
1. Gender should have effect on consumer’s satisfaction in all three emotions: in the condition of neutral, positive, and negative emotions. The male consumers had reported higher satisfaction than the female.
2. Gender should have effect on consumer’s perceived value in varied relationships: personal evaluation, minimum offer to a friend, and minimum offer to others. The female consumers had replied higher perceived value than the male in those three criterions.
3. Gender should have effect on consumer’s perceived value difference between minimum offer to a friend and minimum offer to others. The female consumers had replied higher perceived value difference than the male.
The study then examined if individual variables such as gender, age, social value orientation, and profession have interaction with price framing and heterogeneity on dependent variables. The major results are as followed:
1. Price framing and gender should have interaction on dependent variables is partially supported.
2. Price framing and age have interaction on dependent variables is partially supported.
3. Price framing and profession have interaction on dependent variables is partially supported.
4. Heterogeneity and gender have interaction on dependent variables is partially supported.
5. Heterogeneity and age have interaction on dependent variables is partially supported.
6. Heterogeneity and social value orientation have interaction on dependent variables is partially supported.
7. Heterogeneity and profession have interaction on dependent variables is partially supported
Study Two had examined the effects of physical bundle product on price framing and heterogeneity to consumer’s satisfaction and perceived value.
The effect of physical bundle product on price framing to consumer’s satisfaction and perceived value is: price framing should have effect on perceived value difference between personal evaluation and minimum offer to others. Freebie 2 had reported the highest cognition to the consumers on perceived value difference by its mean value.
The effects of social value orientation on physical bundle product to consumer’s satisfaction and perceived value are as followed:
1. When consumer is in the condition of positive emotion, social value orientation should effect on consumer’s satisfaction. The selfish had replied higher satisfaction by the mean value.
2. When consumer is in the condition of negative emotion, social value orientation should have effect on consumer’s satisfaction. The selfish had replied higher satisfaction by the mean value.
The impacts of heterogeneity on physical bundle product to consumer’s satisfaction and perceived value are as followed:
1. Heterogeneity should have effect on minimum offer to a friend. The low heterogeneity had been reported with bigger perceived value than the high heterogeneity by the mean value.
2. Heterogeneity should have effect on perceived value difference between personal evaluation and minimum offer to a friend. The low heterogeneity had reported with bigger perceived value then the high heterogeneity by the mean value.
The impacts of gender effect on physical bundle product to consumer’s satisfaction and perceived value are as followed:
1. Gender should have effect on consumer’s satisfaction. The male consumers had replied higher satisfaction than the female by the mean value.
2. Gender should have effect on minimum offer to others. The female consumers had replied higher perceived value than the male by the mean value.
When we reviewed the interaction relationships, it was found that price framing have effect on physical bundle product only. Major findings are as followed:
1. Price framing and gender have interaction on dependent variables is partially supported.
2. Price framing and age have interaction on dependent variables is partially supported.
We believe when people overall review service bundle product, they care for both price framing and heterogeneity. When the consumers evaluate physical bundle product in total, they care more for price framing, however. The product composition had been pre-configured by the consumers before or in the moment when they take the purchase decision. | en_US |