Abstract:

The popularity of smart terminals and the diversification of telecom business have increased the difficulty of consumers’ decision-making, which makes the study of mixed bundling on consumers’ decisions-making become the focus of enterprises’ attention. Situational simulations are used to explore the impact of the mixed bundling model on the consumers’ decision-making through the theory of consumer behavior and behavioral economics, and further the influence of significant factors in the mixed bundling model such as discount effect, contrast effect on the consumers’ decision-making is analyzed. The results show that the significant factors in the mixed bundling model can attract more consumers’ choices so that consumers can feel more value available and more satisfied. Meanwhile, the provision of more comprehensive business information can help customers make purchasing decisions more quickly with lower decision-making regret.

Key words: mobile phone customization, mixed bundling, discount effect, contrast effect, purchasing decisions;telecom business