The Impact of Social Bundling on Consumers' Encouragement to Purchase Online Packages (The Case of Hamrah Avval Internet Packages)

In social bundling, consumers do not have to buy anything more than their basic needs for a discount. With the growth in the trading industry and the increasing trend in prevalent social business tendencies, social bundling can be a promising way to reduce the barriers of purchasing from which traditional bundling consumers are suffering. This study seeks to develop methods for controlling the consumer, and then a bundling potential for more and faster purchases. Therefore, the purpose of this research is to investigate the effect of social bundling practices on consumer willingness for purchasing Hamrah Avval online packages. This research is applied in terms of purpose and it is descriptive-survey and also correlational in terms of the method. The statistical population of this research includes all consumers of the Hamrah Avval Company who used the services of this company in November 2018. About 384 people were selected as sample of the study. In this research, library and field studies were used to collect data. The main tool for collecting data was a questionnaire. Data analysis was performed using structural equation modeling technique using LISREL and SPSS software. The results show that social bundling has a positive effect on perceived control, perceived value, and perceived uncertainty. Perceived control has a positive effect on perceived value and intention to purchase. Perceived uncertainty has no negative effect on perceived value and perceived value has a positive effect on the intention to purchase. Also, perceived uncertainty has a negative effect on the intention to purchase.