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73
臺大管理論叢
2016/6
第
26
卷第
2
期
73-106
DOI: 10.6226/NTUMR.2016.SEP.A102-066
九尾數定價效果在不同評估模式中的侷限：分
別、聯合與依序評估
The Boundary Conditions of the Nine-Ending Pricing Effect in
Different Evaluation Modes: Separate, Joint and Sequential
摘 要
基於捷思－系統雙元訊息處理模型，當九尾數與零尾數的價格以分別、聯合與依序進行
評估時，此研究藉此確認九尾數定價效果的有限性。研究一證實九尾數定價效果會出現
在分別評估模式，但不會出現於聯合評估模式。研究二增加了依序評估模式並在購買預
算的條件下衡量實際購買數量。結果與研究一相符，且驗證在分別評估模式時，有不同
最左端數字的九尾數與零尾數之知覺價格差異大於在聯合評估模式。研究四操弄了任務
複雜度且結果發現因為較高任務複雜度造成認知能力超過人們負荷時，九尾數效果將消
失。
【關鍵字】
九尾數定價效果、評估模式、捷思－系統雙元訊息處理模型
Abstract
This paper, which is based on a heuristic-systematic dual-process model, identifies the
boundary conditions of the nine-ending pricing effect when nine-ending and zero-ending
prices are separately, jointly, and sequentially evaluated. Study 1 proves the occurrence of
the nine-ending effect in separate, but not joint, evaluation conditions. Study 2 adds an extra
sequential evaluation mode to Study 1 and measures actual quantitative estimations with a
shopping budget. The results are consistent with those from Study 1. The results of Study 3
demonstrate that the perceived price difference between nine- and zero-ending digits with
different leftmost digits is greater in the separate-evaluation mode than it is in the joint-
evaluation mode. In Study 4, task complexity is manipulated and the results show that no
nine-ending effect is observed when cognitive capacity, which is induced by greater task
complexity, exceeds the capabilities that people possess.
【
Keywords
】
nine-ending pricing effect, evaluation modes, heuristic-systematic model
鄭尹惠
/
國立臺中教育大學國際企業學系副教授
Yin-Hui Cheng
, Associate Professor, Department of International Business, National Taichung University
of Education
莊世杰
/
國立中正大學企業管理學系教授
Shih-Chieh Chuang
, Professor, Department of Business Administration, National Chung Cheng
University
張佳榮
/
國立臺灣師範大學企業管理學系助理教授
Chia-Jung Chang
, Assistant Professor, Department of Business Administration, National Taiwan Normal
University
鄭為遠
/
國立中正大學行銷管理研究所碩士
Wei-Yun Cheng
, Master, Graduate Institute of Marketing Management, National Chung Cheng University
Received 2013/10, Final revision received 2014/9