在手機用戶數逐漸飽和造成的高度競爭市場之中，電信業者試著將手機以搭售的策略吸引既有客戶續約，並且吸引其他電信業者的用戶轉約至其電信服務。然而，過去針對組合產品的眾多研究中，學者們提出了許多不一致的論點，並且認為搭售策略並非總是能對收益帶來正向的效果。在電信市場裡，與智慧型手機搭售的產品可能是具有高或低的品牌知名度，而搭售品的品牌知名度則會使消費者形成高或低的價格等級認知，再與智慧型手機的價格等級比較，進一步造成組合產品內的價格等級差異，而本研究即欲探討此一價格等級差異是否會影響消費者對組合產品的評價。另外，互補性功能與參考價格經常被使用在組合產品的廣告之中，因此本研究亦探討此兩個構面在消費者評估組合產品時，是否具有干擾效果。
本研究經由文獻回顧並發展出研究架構之後，以實驗的方式將受測者隨機分配至八種情境之一，最後共獲得有效樣本167份，以ANOVA分析之後，得出之主要發現如下：
1.高價格等級的產品與低價格等級的產品搭售時，組合產品的價值會因為價格等級差異而減損，並低於高價格等級的產品單獨販售的時候。
2.具有價格等級差異的組合產品中，產品間的互補性功能並不會影響減損效果。
3.具有價格等級差異的組合產品中，給與高價格等級產品的參考價格，並不會影響減損效果。

Under the highly competitive market caused by a gradually saturated customer base of mobile phone subscribers, mobile operators adopt bundling strategy to retain its existent mobile service subscribers and attract new subscribers from other operators. However, bundling strategy cannot always benefit the revenues according to the controversial arguments on bundle evaluations from prior research. In the mobile market, the tie-in product which is bundled with a smartphone can be branded or unbranded, and it leads to the difference of price tiers in a bundle. Therefore, this study examines whether the price tiers will influence the evaluation of the bundle. And we also verify two moderating effects---complementary function and reference price which are usually used in the bundle’s advertisement on the bundle evaluation.
After reviewing the literature and developing the research framework, we conduct an experiment by randomly assigned participants to one of the eight groups. Then, a total of 167 effective samples are collected and analyzed by ANOVA. The major findings of this study are as follows:
1.When bundling with a lower price tier’s product, the value of the bundle will be detracted comparing with the higher price tier’s product is considered alone.
2.The complementary function of the products in the bundle does not influence the devaluation effect under different price tiers.
3.To mark the reference price of the more expensive product in the bundle does not influence the devaluation effect under different price tiers.

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