網路商品搭配銷售之實證研究

An Empirical Study of Bundled Sales in Online Shopping Websites

商品的價格是網路購物者購物前思考的一個重要因素。廠商常運用搭配銷售方式來吸引消費者。但是購買搭配銷售商品，消費者是否真能獲得成本上的節省？搭配銷售組中所包含的商品項數越多，消費者是否可以節省更多的成本？因此本研究以購物網站上搜集的商品價格資料做為研究樣本；並以單一個別商品價格資料為基礎，另外以含有搭配銷售的商品價格資料來做比較。研究結果發現：高達93.91%的搭配銷售組，在成本上消費者並未獲得節省，另外搭配銷售組中所含的商品項數增加時，雖然研究結果未達顯著差異，但是消費者並沒有因購買更多搭配商品獲得更多的成本節省，購物網站業者若經營策略如此，值得消費者省思。

Online consumers consider product price a vital factor in purchasingproducts, and vendors frequently use bundled sales to attract customers.However, whether consumers save money by purchasing bundled saleproducts, and whether consumers can expend less cost when multipleproducts are included in bundled sales, remains unclear. This study usedproduct prices on online shopping websites as the research sample to compareindividual unit prices of products with product prices that are relatedto bundled sales. The empirical results showed that 93.91% of bundledsale sets did not result in savings for consumers in Taiwan. Furthermore,consumers did not save more money when the number of products in thebundled sale sets increased. However, this result did not exhibit significantdifferences.