213 /304
213
臺大管理論叢
2018/4
第
28
卷第
1
期
213-254
DOI:10.6226/NTUMR.201804_28(1).0006
消費者情緒在九尾數定價效果的影響
The Effects of Consumer Emotion on Nine-Ending Prices
摘 要
過去的研究忽視了情緒處理對九尾數定價效果的影響。在流暢理論的基礎上，研究
1a
，
1b
和研究
2
探討情緒對九尾數定價水準和意象效應的影響，以及在流暢程度做
為中介變數的情況下，情緒對以九尾數定價產品之意象效應的影響。研究結果顯示，
相對於感到悲傷的消費者而言，感到快樂的消費者對於九尾數定價的商品具有較高
的購買意向。研究
3
將情緒的確定性和不確定性對購買九尾數定價物品的數量的影
響進行區分。研究
4
顯示，相對於在單獨評估模式下的消費者，在聯合評估模式下
的消費者受到九尾數定價的影響較小。在情緒與流暢程度對九尾數定價影響的觀點
上，本研究提供了重要的見解。
【關鍵字】
流暢、情緒、九尾數定價
Abstract
Previous research has ignored the influence of emotional processing on nine-ending price
effect. Building on the theory of fluency, Studies 1a, 1b and 2 investigate the influence of
incidental emotion on the level and image effects of nine-ending prices and on the effect
such prices have on product image under the mediating role of processing fluency. The
empirical results of Studies 1a, 1b and 2 demonstrate that consumers who feel happy have
higher purchase intention with respect to items with nine-ending prices than do consumers
who feel sad. Study 3 distinguishes between the influences of incidental emotional
certainty and uncertainty on the quantity of nine-ending priced items purchased. Study 4
shows that consumers are less affected by nine-ending prices under the joint evaluation
mode than they are under the separate evaluation mode. These findings provide important
insights into the perspectives of incidental emotion and processing fluency on the nine-
ending prices.
【
Keywords
】
fluency, emotion, nine-ending price
鄭尹惠
/
國立台中教育大學國際企業學系教授
Yin-Hui Cheng
, 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
黃千容
/
真理大學休閒遊憩事業學系副教授
Molly Chien-Jung Huang
, Associate Professor, Department of Leisure and Recreation Studies,
Aletheia University
Received 2013/10, Final revision received 2015/9