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消費者情緒在九尾數定價效果的影響
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F
(2, 114) = 21.22,
p
< .01), there was no significant interaction or main effect among
incidental emotions and the levels of happiness, the price-ending digits, and the four
products (all
F
values < 1.29, all
p
values > .26). That is, there was no confounding effect
between incidental emotions and nine-ending digits, and the results confirmed the
effectiveness of the induction of different emotional states.
This research hypothesized that the purchase intention differential between a nine-
ending price and a zero-ending price would be greater for individuals in a positive
emotional state than for individuals in a negative emotional state. A two-way ANOVA was
employed to investigate the effects of nine-ending prices and emotion on purchase
intention. Among the results for the four products shown in Table 2, I explained only those
for batteries in which the main effect was the nine-ending price effect (
F
(2, 237) = 5.56,
p
< .05), indicating that the nine-ending price induced a greater purchase intention (
M
=
4.29, SD = 1.35) than did the zero-ending price (
M
= 3.95, SD = .92). This finding is
consistent with previous evidence of the nine-ending price effect (Schindler and Kirby,
1997; Stiving and Winer, 1997; Thomas and Morwitz, 2005).
Moreover, the analysis revealed a significant interaction effect between incidental
emotion and the nine-ending price (
F
(2, 234) = 6.91,
p
< .01). That is, H1 was supported
by evidence from participants in the first emotion induction condition. Planned contrasts
showed that the nine-ending price had a greater effect (
M
= 5.54, SD = .76) on purchase
intention than that exerted by the zero-ending price (
M
= 4.61, SD = .62) (
t
= 4.97,
p
<
.01) for participants in the positive emotional condition, with similar results for those in
the neutral emotional condition (
M
= 4.30, SD = 1.09 versus
M
= 3.61, SD = .91,
respectively;
t
= 3.14,
p
< .01). In contrast, the negative emotional condition resulted in
the nine-ending price having less of an effect (
M
= 3.03, SD = .86) on purchase intention
than that exerted by the zero-ending price (
M
= 3.63, SD= .94) (
t
= 2.02,
p
< .05). It is
therefore likely that the nine-ending price effect is stronger when the consumer is in a
positive emotional state and is weaker when the consumer is in a negative emotional state.
Discussion
The experimental results support our hypothesis that consumer perceptions of nine-
ending prices are a function of incidental emotion, as happy consumers had a higher
purchase intention than sad ones.
3.1.2 Study 1b
To extend the generalizability of our findings to the influence of emotion on the nine-
ending price effect, Study 1b first explored the leftmost digit and its effect on the