臺大管理論叢 NTU Management Review VOL.26 NO.2

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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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SQE, and JE modes between nine- and zero-ending digits, proved that people would be
influenced by nine-ending effect only in SE condition, but not in SQE and JE modes (Nail
clipper: Difference ACCU-SE = 39%, Difference ACCU-SQE = 19%, Difference ACCU-JE = 8%; Baseball
cap: DifferenceACCU-SE = 36%, DifferenceACCU-SQE = 13%, DifferenceACCU-JE = 11%). Besides, the
results of the zero-ending digits with drop-off error were similar to the results of accuracy
rate that the percentage of drop-off error in zero-ending digits was almost the same in SE,
SQE, and JE modes (Nail clipper: Drop-off-error SE = 11% vs. Drop-off-errorSQE = 13% vs.
Drop-off-error JE = 15%; Baseball cap: Drop-off-errorSE = 15% vs. Drop-off-error SQE = 25%
vs. Drop-off-errorJE = 15%). Conversely, the percentage of drop-off error in nine-ending
digits was greatest in the SE condition, followed by the SQE and the JE condition for of the
nail clippers and baseball caps (Nail clipper: Drop-off-errorSE = 50% vs. Drop-off-errorSQE =
28% vs. Drop-off-errorJE = 22%; Baseball cap: Drop-off-error SE = 50% vs. Drop-off-errorSQE
= 30% vs. Drop-off-errorJE = 20%).
Combined with the difference between nine- and zero-ending digits, the findings
showed that the influence of the drop-off mechanism was greatest in SE mode, but with less
influence in SQE and JE modes as H2 and H3 predicted (Nail clipper: Difference Drop-SE = 39%,
Difference Drop-SQE = 15%, DifferenceDrop-JE = 7%; Baseball cap: DifferenceDrop-SE = 35%,
DifferenceDrop-SQE = 5%, DifferenceDrop-JE = 5%).
Table 1 Results in Study 2
Mean of Perceived Quantitative Estimations Interaction a
9-Ending Price 0-Ending Price Difference F(2,231) P-value
Nail clipper
SE 24.17 22.42 1.75
SQE 23.55 22.85 0.70 2.44 0.084*
JE 23.15 22.56 0.59
Battery
SE 14.29 13.90 0.39
SQE 14.85 14.73 0.12 0.53 0.950
JE 14.69 14.59 0.10
Baseball Cap
SE 36.00 32.45 3.55
SQE 34.33 33.85 0.48 2.52 0.082*
JE 33.54 33.18 0.36
* Significant at 0.1 significance level.
a Interaction: Interaction of the difference between nine- and zero-ending price magnitude among SE,
SQE, and JE modes.