Recently, as consumers' purchasing desires and demands have diversified, the method of product planning presented by retailers is also changing. For example, a bundle product or a bundling strategy is encountered, which presents several products that can generate synergy at the same time, and verification of their effectiveness is becoming very important in practice with the increase in rational choices of consumers. However, academically, sufficient research has not been conducted on bundled products and bundling strategies related to consumption. In theory, since bundle products or bundling strategies are based on the complementarity of products, it can be seen that the approach and roots to the complementary concept of products handled by other institutions other than business administration are the same. Economics comprehensively approaches the concept of complementarity for opposite situations of alternatives because the relationship between two different products uses a classification system such as complementary goods or substitutes. In other words, even if the two products have complementarity, a systematic approach to the degree or type of complement is insufficient. To overcome these limitations, this study aims to divide the relationship between bundled products or two products included in the bundling strategy into essential supplement and selective supplement concepts, and confirm their effectiveness. In other words, the effect of subjective evaluation of newly classified essential and selective complementary products on purchase intention was investigated, and whether the practical consumption value and hedonic consumption value evaluation of these products regulate these relationships. As a result of the questionnaire on the presented experiment, it was found that the subjective evaluation of the attributes of essential and selective complementary goods had a significant effect on the purchase intention, respectively. In addition, the correction effect of both practical and hedonic consumption value was significant in the relationship between the weekly evaluation of essential complementary product properties and the purchase intention. Finally, academic and practical implications were presented and discussed based on the analysis results, and limitations of this study and future research directions were proposed.