The presence of emotional factors: An empirical exploration of bundle purchasing process

While the telecommunications industry is in the process of introducing bundles that cover pricing, services, and content, several risks remain to be clarified and avoided. In this paper, we reviewed the literature on the motives behind the consumer׳s decision to purchase a bundle and found that holistic frameworks of purchasing factors, especially in bundle purchasing, are rare. To reach a more comprehensive framework, we examined the bundle purchasing process through an empirical study that incorporates old and new elements in the purchasing of bundled services. Starting with the customer׳s concerns in the purchasing process, we widened the scope to include considerations of usage convenience and life-cycle costs related to bundles, and we covered various other potential open question specific to bundling. By means of exploratory factor analysis, following the K–1 rule, we extracted eight factors and gave them preliminary names. Moreover, we conducted a linear regression analysis on how these eight factors influence the customer׳s willingness to buy a bundle service. Therefore, these factors can serve as a framework for further studies on the bundle purchasing process.