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235
臺大管理論叢
第
28
卷第
1
期
As shown in Table 2 and Figure 1, a three-way ANOVA showed a significant
interaction among the nine-ending price, emotion, and processing fluency (
F
(2,228) =
38.61,
p
< .01). To clarify the direction of the results, further planned paired contrasts on
the nine-ending price revealed a significant interaction effect among positive, neutral and
negative emotions for participants whose emotions were manipulated to induce a high
level of processing fluency (
F
(2, 117) = 18.77,
p
< .01). The nine-ending price had a
greater effect (
M
= 5.49, SD = .78) on purchase intention than that exerted by the zero-
ending price (
M
= 4.21, SD = .63) (
t
= 6.65,
p
< .01) for participants in the positive
emotional condition, with similar results also being derived for those in the neutral
emotional condition (
M
= 4.41, SD = 1.03 versus
M
= 3.72, SD = .89, respectively;
t
=
3.19,
p
< .01). In contrast, the negative emotion induction resulted in the nine-ending price
having less of an effect (
M
= 2.95, SD = .70) on purchase intention than the zero-ending
price (
M
= 3.61, SD= .88) (
t
= 2.42,
p
< .05). However, the analysis indicated an
insignificant pattern for those induced to experience a low level of processing fluency
(
F
(2, 117) = 2.11,
p
> 0.1). These results all provided support for the prediction that
processing fluency mediates the relation between incidental emotion and the nine-ending
price effect.
5.49
4.41
2.95
4.86
4.44
3.33
4.21
3.72 3.61
4.31
3.99
3.53
9-ending 0-ending
no-fluency-positive
no-fluency-neutral
no-fluency-negative
fluency-positive
fluency-neutral
fluency-negative
Figure 1 The Results of Study 2