The Influence of Communication Services Bundling on Colleges' Consumption Decision Based on Mental Account

摘要

Using the bundling is one of the effective methods for factories to increase sales. In order to explore the influence of bundling on the consumption decision, this article conducts a survey on college students, basing on the mental account theory. This article explores the preference differences of customers between bundling and unbundling under the same price. It turns out that, compared with single product sales, consumers prefer to bundling; Relative to separate pricing, consumers prefer combination price.