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Impact of Bundled Price Presentation the Online Consumers’ Impulsive Buyer Behavior - Empirical Analysis Based on Variance Analysis

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International Conference on Applications and Techniques in Cyber Intelligence ATCI 2019 (ATCI 2019)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1017))

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Abstract

This paper makes an empirical study of the impact of bundled price presentation of new products on consumers’ impulsive purchasing, based on domestic and foreign scholars’ research on impulsive purchasing. In this article, questionnaire survey is adopted to define the separate pricing, co-pricing and free pricing of the common bundled prices on the FMCG end on the current e-commerce platform. Based on the background conditions of everyday consumption, the impact on consumers’ impulse purchase is studied. The results of empirical research are as follows: Different methods of rendering bundled rate consumer impulse stimulation is different; Gender did not significantly stimulate impulse buying, nevertheless female were more emotional than male.

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Author information

Authors and Affiliations

  1. Economics and Management Department, Zhixing College Hubei University, Wuhan, China

    Feng Gong, Xiawei Yang & Mengwei Liu

Authors
  1. Feng Gong
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  2. Xiawei Yang
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  3. Mengwei Liu
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Corresponding author

Correspondence to Feng Gong .

Editor information

Editors and Affiliations

  1. Faculty of Science, Deakin University, Geelong, VIC, Australia

    Jemal H. Abawajy

  2. Department of Information Systems and Cyber Security, The University of Texas at San Antonio, San Antonio, TX, USA

    Kim-Kwang Raymond Choo

  3. School of Computing and Mathematics, Charles Sturt University, Albury, NSW, Australia

    Rafiqul Islam

  4. Shanghai University, Shanghai, China

    Zheng Xu

  5. School of Computer Science, University of Oklahoma, Norman, OK, USA

    Mohammed Atiquzzaman

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Gong, F., Yang, X., Liu, M. (2020). Impact of Bundled Price Presentation the Online Consumers’ Impulsive Buyer Behavior - Empirical Analysis Based on Variance Analysis. In: Abawajy, J., Choo, KK., Islam, R., Xu, Z., Atiquzzaman, M. (eds) International Conference on Applications and Techniques in Cyber Intelligence ATCI 2019. ATCI 2019. Advances in Intelligent Systems and Computing, vol 1017. Springer, Cham. https://doi.org/10.1007/978-3-030-25128-4_49

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