묶음가격 제품의 유사성 인식이 소비자 구매의도에 미치는 영향: 혼합선도 묶음가격 전략을 중심으로

This study empirically verified the effect of bundle price on consumer purchase intention. Specifically, in this study, the information processing process for bundle prices was examined in that the similarity of bundle products affects purchase intention. In particular, a psychological mechanism of integrated treatment and perception of gain was suggested in that the perception of similarity for mixed-leader bundled products affects purchase intention. As a result of the analysis, it was found that when the similarity of the bundled product was highly recognized, the respondents integrated the bundled price product. And respondents found that bundle price products had a positive effect on the perception of gains. In addition, when respondents integrated the bundle price, the perception of gain was perceived higher. In addition, it was found that integrated processing and perception of gains had a significant effect on purchase intention. As a result, these researchers confirmed the mediating role of integrated processing and gain perception in the relationship between recognition of similarity and purchase intention for bundled products. This mediating effect was confirmed through bootstrapping analysis. This study has theoretical implications in that it presented the mechanism of bundled products with a focus on mixed-leader bundling among mixed bundled price methods. In addition, the empirical verification of the mechanism for integrated processing differs from previous studies.