복수상품 거래비용 절감을 위한 묶음가격조정에 관한 연구

Recent research has examined how changing a buyer's purchasing policy can improve the efficiency of buyer-seller transactions for a single product. This paper extends the analysis to consider transactions involving multiple products. We show that under certain conditions, coordinating purchases across products is more efficient for the buyer and the seller than maximizing transctions efficiency for each separate product. In contrast to the single product case, the original prices of the products sometimes can support efficient, coordinated transactions across products. Mechanisms like quantity discounts, which are necessary to enforce efficient transactions for a single product, are therefore not always necessary for efficient, coordinated transactions of multiple products. When such mechanisms are required, we show that product bundling by the seller can be used to maximize transactions efficiency across products.