The Impact of Bundling Strategy on Consumer Psychology of E-commerce in the Era of Big Data

Abstract

With the informatization of versatile platforms, e-commerce has become the most popular promotional channel. As the key element of the marketing mix, price strategy plays an almost decisive role in a consumers willingness to pay and consumer satisfaction. Thus, this study will explore the impact of bundling strategy on consumer psychology in big data e-commerce. The result shows that the bundling strategy can take advantage of big data to maximize product value perception and consumer satisfaction. Through the previous literature, the article finds many complex psychological aspects of consumers in bundle pricing under big data e-commerce. However, there are few studies on the specific elements and degree of impact on consumer psychology. Therefore, future studies can focus on using qualitative analysis to explore the influence of bundling strategy on consumer psychology in big data E-commerce and focus on one of the e-commerce platforms.