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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
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manipulated to have nine-ending prices with lower values in the leftmost digits ($1.99,
$2.99, $6.99), whereas the prices of the K-branded nail clippers, battery, and baseball cap
were manipulated to have zero-ending prices with higher values in the leftmost digits ($2.00,
$3.00, $7.00). The participants were randomly divided into three subgroups, each of which
was randomly assigned to one of three conditions: SE of nine-ending prices, SE of zero-
ending prices, and JE of both ending prices. In the SE condition, the participants saw only
one kind of price, either a nine-ending or zero-ending one. By contrast, in the JE condition,
they saw both kinds of prices side by side at the same time.
The participants were informed that they needed to shop for three products: nail
clippers, a battery, and a baseball cap. Within each product category, there were two brands:
S and K. Three types of questionnaires, which included product descriptions (brand name
and price) and pictures, were prepared. Each participant received one of the three alternative
questionnaires, which inquired into the three S-brand products, three K-brand products, or
three products from both brands. In the first two conditions, the participants saw only one
product of a specific brand on one page, whereas those in the third condition saw products of
the same category from both brands on one page.
3.1.2 Dependent Variable
Based on the studies of Coulter and Coulter (2007), and Thomas and Morwitz (2005),
Study 1 had participants answer questions regarding pricing perception by responding to the
following two statements: “The product price of S-/K-brand is expensive/high-priced” for
each product on two five-point Likert scales (1 = very disagreeable, 5 = very aggreable).
3.1.3 Results
An ANOVA was performed for perceived price magnitude. The evaluation condition by
nine-ending price was significant (
F
(3,187) = 3.08,
p
< 0.05; nail clippers:
F
(1,189) = 4.12,
p
< 0.05; battery:
F
(1,189) = 4.26,
p
< 0.05; baseball cap:
F
(1,189) = 4.41,
p
< 0.05). In the SE
condition, the mean magnitude perception of nine-ending prices was lower than that of zero-
ending prices for the nail clippers (
M
0
= 3.32 vs.
M
9
= 2.63,
t
= 3.39,
p
< .001); battery (
M
0
=
3.70 vs.
M
9
= 3.06,
t
= 3.59,
p
< .001); and baseball cap (
M
0
= 3.64 vs.
M
9
= 2.94,
t
= 3.36,
p
< .001). However, in the JE condition, the difference in mean magnitude perception between
nine-ending and zero-ending prices was not significant for the nail clippers (
M
0
= 2.98 vs.
M
9
= 2.85,
t
= .68,
p
> 0.1); battery (
M
0
= 3.47 vs.
M
9
= 3.38,
t
= 0.42,
p
> 0.1); or baseball cap
(
M
0
= 3.09 vs.
M
9
= 2.98,
t
= .58,
p
> 0.1). In conclusion, the nine-ending pricing effect
increased the perceived magnitude of the difference between nine-ending and zero-ending
prices in the SE condition, but not the JE condition. Hence, H1 was supported.