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臺大管理論叢
第
28
卷第
1
期
Results
A one-way ANOVA showed the emotion induction procedure significantly influenced
the respondents’ ratings of their happiness based on the average of the two manipulation
check items (α = .83) (
F
(2, 234) = 36.51,
p
< .01). The participants in the positive
emotional condition group were happier than those in the control group (
M
= 5.07, SD =
1.01 versus
M
= 4.11, SD = .79, respectively;
t
= 6.20,
p
< .01), who in turn were happier
than those in the negative emotional condition group (
M
= 4.11, SD = .79 versus
M
= 3.35,
SD = .69, respectively;
t
= 4.23,
p
< .01). There were significant differences in the level of
happiness among the participants in the three groups (
F
(2, 234) = 45.22,
p
< .01). Apart
from a simple main effect whereby emotion induction significantly influenced the
respondents’ ratings of their happiness (
F
(2, 237) = 30.61,
p
< .01), there was no
significant interaction or main effect between incidental emotion and the level of
happiness and price-ending digits (all
F
values < 2.12, all
p
values > .12). These results
confirmed the effectiveness of the induction of different emotional states.
The results reported in Table 2 also show that the main effect was the nine-ending
price effect (
F
(1, 118) = 9.62,
p
< .01), indicating that the nine-ending price (
M
= 4.43, SD
= 1.09) induced a greater purchase intention than did the zero-ending price (
M
= 3.91, SD
= .87). Moreover, the analysis revealed a significant interaction effect between incidental
emotion and the nine-ending price (
F
(2, 234) = 7.20,
p
< .01). Planned contrasts showed
that the nine-ending price had a greater effect (
M
= 5.49, SD = .89) on purchase intention
than the zero-ending price (
M
= 4.45, SD = .62) (
t
= 4.92,
p
< .01) for participants in the
positive emotional condition, with similar results for those in the neutral emotional
condition (
M
= 4.39, SD = .96 versus
M
= 3.49, SD = .79, respectively;
t
= 3.42,
p
< .01).
In contrast, the negative emotional condition resulted in the nine-ending price having less
of an effect (
M
= 3.07, SD = .80) on purchase intention than that exerted by the zero-
ending price (
M
= 3.67, SD= .94) (
t
= 2.12,
p
< .05). Therefore, all the results showed that
the nine-ending price effect might be strengthened by a positive emotional state and
weakened by a negative emotional state.
Mediation Analysis
A mediation analysis based on both procedures employed by Baron and Kenny
(1986) and Zhao, Lynch, and Chen (2010) and the Sobel (1982) test was undertaken as
part of this study to examine the mediating role of processing fluency. Three regression
analyses were first performed according to the methods employed by Baron and Kenny
(1986) and Zhao et al. (2010). The significant effect of emotion on purchase intention