This study, based on a real problem in the industrial gas business, examines product bundling under B2B relations with two unique customer behavioral characteristics: (i) customers’ discount expectation on products increases with the magnitude of the business offered to the seller and (ii) they are loss averse and require an itemized price of each product in the bundle. To model the discount expectation, we introduce a concept in which the reservation price of each component in a bundle diminishes from its stand-alone value by a factor that is proportional to the value of the bundle. For the second characteristic, we define a utility function corresponding to gains or losses experienced on reservation prices for each product in the bundle. The two features are incorporated into the special case of a two-product bundle and mathematical models for four variants of the classical pure bundling are proposed. Results indicate that both discount expectation and loss aversion negatively impact the economies of pure bundling.

本研究基于工业气体业务中的一个实际问题，研究了 B2B 关系下具有两个独特客户行为特征的产品捆绑：(i) 客户对产品的折扣期望随着提供给卖方的业务规模而增加；(ii) ）他们是损失厌恶的，并且需要捆绑中每个产品的逐项价格。为了对折扣期望进行建模，我们引入了一个概念，其中捆绑中每个组件的保留价格从其独立价值减去一个与捆绑价值成正比的因子。对于第二个特征，我们定义了一个效用函数，对应于捆绑中每个产品的保留价格所经历的收益或损失。这两个特征被合并到一个二乘积捆绑的特例中，并提出了经典纯捆绑的四个变体的数学模型。结果表明，折扣预期和损失厌恶都会对纯捆绑经济产生负面影响。