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magnitude of the ending-price and purchase intention. Certainty in one’s emotions gives
consumers a high level of processing fluency, whereas uncertainty in one’s emotions
induces a low level of processing fluency in consumers. According to the argument
outlined above, this study predicted that a more significant nine-ending price effect would
emerge when consumers were more certain of their emotional state than when they were
more uncertain of their emotions.
H3: Nine-ending price will trigger a greater purchase intention than zero-ending
prices among people in a certain emotional state, compared to those in an
uncertain emotional state.
2.4 Evaluation Modes, Emotions, and Nine-ending Price Effect
Although previous research support for the effect of nine-ending prices on purchase
intention, the results are based solely on the separate evaluation of nine-ending and zero-
ending prices, and whether the nine-ending pricing effect exists among other conditions
remains unknown. Hence, based on Hsee’s (1996) evaluability hypothesis, separate and
joint evaluations are utilized herein for further analysis of this effect.
The evidence of the effectiveness of nine-ending pricing from prior studies has
significant experimental value; however, the models used are inconsistent with real-life
consumer evaluation settings. In the real world, the target prices of two products are more
often directly compared side by side (e.g., product prices printed on direct mail [DM],
displayed on in-store shelves, and disseminated on the Internet). Nine-ending and zero-
ending prices are mostly evaluated separately in experimental designs, whereas they are
generally evaluated side by side by consumers during actual in-store purchasing. This
difference in the form of evaluation creates a gap between theoretical results and reality.
Moreover, the realistic mean of an evaluation model is commonly excluded from
experimental models. The use of different evaluation modes might therefore help clarify
the nature of the relationship between emotions and the nine-ending price effect in the real
world. Consequently, it become important that the development of new evaluation models
that examines the nine-ending pricing effect from a practical purchasing perspective.
Separate evaluation (SE) refers to the condition where two stimulus options are
separately presented and evaluated, while joint evaluation (JE) refers to the condition
where two stimulus options are presented and evaluated side by side at the same time
(Goldstein and Einhorn, 1987). These evaluations are utilized to argue against normative
decision theories, which suggest that, regardless of the way preferences are elicited,