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消費者情緒在九尾數定價效果的影響
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reported in the preceding section supported the first condition (β = .622,
t
= 7.27,
p
< .01).
Emotion was a significant predictor of processing fluency (β = .802,
t
= 13.75,
p
< .01).
The dependent variable was regressed on both emotion and processing fluency, and
processing fluency remained a significant predictor (β = .645,
t
= 8.87,
p
< .01), whereas
the effect of emotion on purchase intention became insignificant (β = .105,
t
= .66,
p
> .1).
A Sobel test also confirmed that processing fluency mediated the effect of emotion on
purchase intention (z = 3.66,
p
< .01). That is, both of the results supported H2.
Discussion
Compared with the results of Study 1a, the two emotion induction methods employed
in this study both confirmed our prediction regarding the influence of incidental emotion
on the nine-ending price effect. The results demonstrated that participants experiencing
positive emotions had a greater intention to purchase items with nine-ending prices than to
purchase those with a zero-ending prices, whereas participants in a negative emotional
state had a lower purchase intention with respect to items with a nine-ending price than for
those with a zero-ending price. Moreover, the nine-ending price effects were the same for
leftmost-digit and rightmost-digit numbers, indicating the influence of emotion on the
nine-ending price effect is found not only in the rightmost-digit, but also in the leftmost-
digit format.
The results of Study 1b also supported H2 predicting that processing fluency
mediates the impact of emotion on the nine-ending price effect. They also indicated that
consumers with positive emotions and a strong intention to purchase have a high level of
processing fluency, whereas consumers experiencing negative emotions and low purchase
intention have a low level of processing fluency.
3.2 Study 2
Studies 1a and 1b explored the relationship among the rightmost and leftmost digit
price effects and emotions by employing two different emotion induction procedures. The
results demonstrated that a positive emotional state among consumers induces a high level
of processing fluency leading to a significant nine-ending price effect, whereas a negative
emotional state induces a low level of processing fluency resulting in the absence of a
nine-ending price effect. To test H1 in more depth, this study investigated whether
emotion influences the image effect whereby respondents use nine-ending price
information as an indicator of monetary gain (the price image effect) or quality loss (the
quality image effect); that is, whether the image effect is a function of consumer emotion.