• Journal of the Korea Institute of Information and Communication Engineering
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• v.13 no.2
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• pp.207-214
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• 2009

This paper provides the analysis of economic theories about bundling in telecommunications service. First, the negative aspect of bundling is discussed. Second, the competitively neutral aspect of bundling which is counter response of negative effect is analyzed. Third, some variables affecting the bundling is investigated and the corresponding effect of bundling is discussed. The bundling can increase the social welfare under some circumstance while it sometimes decreases economic efficiency by detering the entry of competitive firms. Finally, regulatory approaches on bundling such as the criteria of bundling provision, the requirement of equal access, the discounting scheme ad a price control, ex anti regulation vs. ex post regulation, and the criteria of predatory pricing are provided.

• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.181-185
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• 2024

The purpose of this research is to investigate how purchase cycle of a product and bundle frame influence consumers' responses to the bundle promotion. In order to test hypotheses of this study, we conducted an experimental study that was a 2(Purchase cyle: Long vs. Short) X 2(Bundle frame: 1+1 vs. Buy2 and 50% off) between-subjects design. The reseults of this study showed the interaction effects of purchase cycle of product and bundle frame on perceived level of discount and product attitude. Based on the results, we provide theoretical implcations to extent the existing research regarding bundling promotion. Moreover, the results of this study suggest some practical implications and a new aspect about bunle promotions.

• Journal of Digital Convergence
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• v.12 no.7
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• pp.11-20
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• 2014

This paper finds that the ultimate source of problems facing Korean mobile telecommunications such as excessive subsidies of handsets, waste of resources, and a vicious circle of expensive handsets and high prices for services, is bundling of handset and subscription. The analysis suggests that bundling causes consumers to confuse about prices of handsets and services, and firms focus on handset subsidy competition rather than on upgrading service qualities and lowering prices due to anti-competitive effects of bundling. Because most of the cost of bundling is passed on to consumers, the welfare of consumers decline. In particular, equality among consumers worsens due to price discriminations. To resolve these problems, unbundling of handset and subscription is a necessity. Mixed bundling allowing separate selling of handsets under bundling does not seem to work as a cure because bundling tends to be a dominant strategy. The best regulatory policy is a complete separation of handset and subscription.

• The Journal of the Korea Contents Association
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• v.12 no.4
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• pp.216-224
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• 2012

Usually, bundled software is unwittingly packaged with a user's PC when purchased it. A reason of provides it is for manufacturers to increase the value of the product. However, almost users cannot recognize bundled SW. Paradoxically, sometimes the bundled SW may complain to the user. Eventually these symptoms negatively affect the product. As a result, the SW bundle could not reflect user needs. This study for installed bundled SW on users laptop and we would like to know the understanding and acceptance it of the user. Finally, how can we provides it more effectiveness and looking for ways to make was conducted. From a user perspective, these study four major countries (USA, Germany, China, South Korea) laptop users to perform a total 3,000 people were surveyed. A method of investigation was the quantitative evaluation survey and was conducted online survey approach. Through this study was an analysis to awareness of users by different ages, gender, and usage patterns. Bundle SW through the study of the laptop to the user, effectively providing a way to be confirmed. And right through bundle SW distribution is expected to increase the manufacturer's worth.

• 한국정보통신설비학회:학술대회논문집
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• 2005.08a
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• pp.377-381
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• 2005

각종 서비스와 망의 통합화 추세에 따라, 기존의 수익성 있고 인기 있는 서비스를 통합하여 새로운 부가서비스를 창출할 수 있는 번들링 서비스에 대한 요구가 늘어나고 있다. 이러한 번들링 서비스는 다양한 서비스의 통합으로 이루어질 수 있으며 기 진행 중인 서비스에 영향을 주지 않으면서 고객이 원하는 통합 효과를 얻을 수 있는 데이터 관점에서의 통합이 효과적이다. 여기서는 각 서비스에서 발생한 데이터 변화가 서비스를 대표하는 소프트웨어 에이젼트를 통하여 타 서비스의 에이젼트에 영향을 주어 고객이 원하는 서비스 통합을 가능하게 하는 에이젼트 기반 소프트웨어 플랫폼인 SPAS(Service Peering and Aggregation Server)에 대해서 기술한다. SPAS는 각 서비스들의 구조를 변경시키지 않고 표준적인 통신 규격에 따라 인터넷 환경에서 핵심적인 역할을 수행하고 있는 중요 서비스들(메신져, 인터넷폰, 아웃룩 일정관리)을 결합시는데 성공하였다. 현재 개발된 플랫폼은 인터넷망의 사용에 한정되어 있으나, 추후 연동 G/W를 이용하여 유선과, 무선 그리고, 각종 멀티미디어 콘텐츠 제공서비스에까지 확대될 수 있을 것이다.

• Asia Marketing Journal
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• v.13 no.3
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• pp.55-77
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• 2011

This study investigate the interaction effects of bundle price discount framing and message framing on consumer's attitude of bundle component. Although each effect of bundle price discount framing and message framing has been explored individually, few attempts have been made to invest them jointly. This study tests the interaction effects of bundle price discount framing and message framing on consumer's evaluation of bundle component. Moreover, this research focuses on consumer's evaluation of individual bundle component while the existing research on bundling primarily focused on consumer's evaluation of the bundle. Prior research suggests that consumers are sensitive to the framing of prices and discounts in the presentation of the bundle offer. For example, there is considerable evidence that partitioning or consolidating the prices of a bundle can influence the attractiveness of the bundle offer. Similarly, there is evidence that an equivalent price reduction to the overall bundle, one of the individual products in the bundle, or distributed among the individual products in the bundle can alter the perceived attractiveness of the offer (e.g. Chakravarti, Krish, Paul, and Srivastava 2002; Hamilton and Srivastava 2008; Janiszewski and Cunha 2004; Johnson, Herrmann and Bauer 1999; ; Morwitz, Greenleaf, and Johnson 1998; Yadav 1994; 1995). In line with these earlier research, this research suggests that the bundle type can influence the consumer's evaluation of bundle component. There are two types of bundle - mixed-leader bundle and mixed-joint bundle. In mixed-leader bundling, the price of one of the two products is discounted when the other product is purchased at the regular price. In mixed-joint bundling, a single price is set when the two product are purchased jointly. This study supposes that the teeth whitening product is the leader product in a mixed-leader bundle. So bundle price discount framing is manipulated such as "Buy the teeth whitening product (regular price \80,000) and get 50% discount on the functional toothpaste(regular price \40,000), special set price \100,000" or "Buy the functional toothpaste and the teeth whitening product as a set and get discount for the set, special set price \60,000". Message framing is manipulated through the product claims described in an advertising bill. The positive framing presents that "Over 95% of users achieved the expected 2-3 shades of improvement in two weeks" where as the negative framing presents "less than 5% of users did not achieve the expected 2-3 shades of improvement in two weeks". This study uses hypothetical brand name of the teeth whitening product and the functional toothpaste This study is based on a 2x2 factorial design with bundle discount framing (mixed-leader bundle vs. mixed-joint bundle) and massage framing (positive vs. negative). The dependant variables are consumer's perceived quality and attitude of the teeth whitening product The data reveals that two dependant variables are correlated, so the data is analyzed with two-way MANOVA. This research explores the significant interaction effect of bundle discount framing and message framing on consumer's perceived quality and attitude of the teeth whitening product. When the message framing is positive, consumer's perceived quality and attitude of the teeth whitening product is higher in mixed-leader bundle than mixed-joint bundle condition. However, when the message framing is negative, consumer's evaluation is higher in mixed-joint bundle than mixed-leader bundle. The author explains this result by stating that consumers are less likely to use heuristics such as price-quality association and value discounting hypothesis(Raghubir 2004) in the negative message framing condition. Additionally, consumer's perceived risk of the teeth whitening product in the negative message framing condition can be more reduced by the bundle partner(e.g. the toothpaste) in mixed-joint bundle than mixed-leader bundle. Based on the results, marketing managers are advised to use different bundle type based on message framing of their product.

• Journal of the Korean Society of Surveying, Geodesy, Photogrammetry and Cartography
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• v.9 no.1
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• pp.47-54
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• 1991

In this study, the accuracy of three dimensional location was improved by self calibration bundle method with additional parameter, which is to correct systematic error through detection and elimination of the gross error from updated reference variance for observation values in photogram-metry. In this study, with the result of comparing accuracy of each method, correcting systematic error is more effective after gross error detection and when observation values are contained more than two gross error the point with maximum correlation value is detected by masking effect of least square adjustment.

• Journal of the Institute of Electronics Engineers of Korea CI
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• v.42 no.5
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• pp.41-48
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• 2005

OSGi(Open Service Gateway Initiative) offers a unique opportunity for pervasive computing as a potential framework for achieving interoperability between various sensors, home appliances, and networked devices. The OSGi framework supports a remote installation of a bundle, which is a unit that installs and deploys services. However, in order for the bundle in execution to migrate, a specific form of bundle such a mobile agent, is needed one which is able to move through a heterogeneous network. This paper proposes a method that can manage bundles like these dynamic agents, in order to ensure the mobility of entities in multiple OSGi framework environments. For our purposes, we have designed the mobile agent management system for managing the lifecycle and mobility of agents in the OSGi framework. The mobile agent management system we are proposing implements a bundle form which can perform in an OSGi framework as well as manage autonomous mobile services. As a result, mobility in a pervasive environment will be supported more efficiently.

• Asia Marketing Journal
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• v.14 no.1
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• pp.53-81
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• 2012

Constructing attractive bundle offers depends on more than an understanding of the distribution of consumer preferences. Consumers are also sensitive to the framing of price information in a bundle offer. In classical economic theory, consumers' utility should not change as long as the total price paid stays same. However, even when total prices are identical, consumers' preferences toward a bundle product could be different depending on the format of price presentation and the locus of price discount. A weighted additive model predicts that the impact of a price discount on the overall evaluation of the bundle will be greater when the discount is assigned to the more important product in the bundle(Yadav 1995). Meanwhile, a reference dependent model asserts that it is better to assign a price discount to a tie-in component that has a negative valuation at its current offer price than to a focal product that has a positive valuation at its current offer price(Janiszewski and Cunha 2004). This paper has expanded previous research regarding price discount presentation format, investigating the reasons for mixed results of prior research and presenting new mechanisms for price discount framing effect. Prior research has hypothesized that bundling is used to sell a tie-in component with an offer price above the consumer's reference price plus a focal product of the same offer price with reference price(e.g., Janiszewski and Cunha 2004). However, this study suggests that bundling strategy can be used for increasing product's attractiveness through the synergy between components even when offer prices of bundle components are the same with reference prices. In this context, this study employed various realistic bundle sets with same price between offer price and reference price in the experiment. Hamilton and Srivastava(2008) demonstrated that when evaluating different partitions of the same total price, consumers prefer partitions in which the price of the high-benefit component is higher. This study determined that their mechanism can be applied to price discount presentation formats. This study hypothesized that price discount framing effect depends not on the negative perception of tie-in component with offer price above reference price but rather on the consumers' perceived consumption benefit in bundle product. This research also hypothesized that preference for low-benefit discount mechanism is that perceived consumption benefit reduces price sensitivity. Furthermore, this study investigated how consumers' concern for quality in a price discount--a factor not considered in previous research--influences price discount framing. Yadav(1995)'s experiment used only one magazine bundle of relatively low quality uncertainty and could not show the influence of perceived uncertainty of quality. This study assumed that as perceived uncertainty of quality increases, the price sensitivity mechanism for assigning the discount to low-benefit will increase. Further, this research investigated the moderating effect of uncertainty of quality in price discount framing. The results of the experiment showed that when evaluating different partitions of the same total price and the same amount of discounts, the partition that discounts in the price of low benefit component is preferred to the partition that decreases the price of high benefit component. This implies that price discount framing effect depends on the perceived consumption benefit. The results also demonstrated that consumers are more price sensitive to low benefit component and less price sensitive to high benefit component. Furthermore, the results showed that the influence of price discount presentation format on the evaluation of bundle product varies with the perceived uncertainty of quality in high consumption benefit. As perceived uncertainty of quality gradually increases, the preference for discounts in the price of low consumption benefit decreases. Besides, the results demonstrate that as perceived uncertainty of quality gradually increases, the effect of price sensitivity in consumption benefit also increases. This paper integrated prior research by using a new mechanism of perceived consumption benefit and moderating effect of perceived quality uncertainty, thus providing a clearer explanation for price discount framing effect.

• Proceedings of the KAIS Fall Conference
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• 2011.12a
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• pp.223-226
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• 2011

본 논문에서는 인적자원관리 활동이 성과에 미치는 연구를 수행함에 있어, 인적자원관리 개별관행이 어떻게 경영성과에 기여하는 지를 밝혀내는 두 가지 접근방법을 비교하고자 한다. 즉, 각 개별관행별로 각각 경영성과에 미치는 영향을 보는 방법과 이를 총합적으로 보는 방법 두 가지가 과연 차이가 있는지를 비교할 수 있는 모형을 제시하고자 한다.