臺灣博碩士論文加值系統

零售商在外在環境景氣不佳，面臨競爭者眾多的情況下，很多都打出「便宜」的口號來吸引消費者。當翻閲這些廣告DM或廣告傳單時，幾乎都會發現其中有特價的標示。
特價標示對於現在零售商而言，可說是一種最直接也最常使用的價格定價方式。若仔細觀察會發現DM上的商品價格常以數字0、5、8、9做為尾數，其中又以數字9出現的頻率最高。
到底這些廣告DM上刻意安排的價格資訊，在消費者翻閱的同時是否有注意到？而且消費者對這些價格資訊是否有進一步的處理？這對零售商而言將攸關競爭定價策略的有效與否，對他們而言是一個非常重要的議題。因此本研究運用眼動儀來取得消費者眼球所觀看的資訊，並以事後訪談方式來了解受測者觀看DM的模式，且進一步探討其後續購買選擇時的決策行為。
研究結果顯示：（1）受測者對尾數9的商品價格，比尾數0的商品價格獲得更多的注意力；（2）具有特價標示的商品確實能獲得較多的注意力；（3）價格尾數搭配特價標示一起呈現，價格尾數其實會比特價標示獲得更多的注意力；（4）最後將受測者觀看DM的方式，歸類為四種不同的決策模式：價格導向決策模式、個人偏好導向決策模式、反特價導向決策模式，和整數導向決策模式。

Most retailers proposed a slogan of cheapest price to attract consumers due to the recession of environment and facing to the competitors. While reading these advertisements or DMs, consumers could almost find out some “sale” cues.
As a retailer, the “sale” cue is the most directive way and often used to set a price. Moreover, if consumers carefully observe the DMs, the digit of price of product often use 0, 5, 8 and 9 to be the last digit of price. Among these numbers, the most appeared number was 9 on DMs.
Whether the intentionally arranged price information in DMs would be noticed by consumers or not, when consumers read these DMs? And, would the customers deal with these price information further? Whether the competitive pricing strategy was effective or not, it became an essential issue to the retailers. Therefore, in this research, it utilizes the eye-trace instrument to capture the information from consumers’ observations, then interview with the subject to realize the mode of viewing DMs of subject. And further discuss the decision behaviors of purchasing.
The result of research shows: (1) Subject get more attention to the product price with 9-ending than the one with 0-ending; (2) The products with “sale” cue actually get more attention from consumers; (3) Under the interaction between price ending and “sale” cue, the price ending gets more attention than “sale” cue. (4) Finally, it divides four different kinds of decision modes in the way of viewing DMs by subject:price oriented decision mode, personal preference oriented decision mode, anti-promotion decision mode and integer oriented decision mod

摘要 iv
Abstract v
謝辭 vi
目次 vii
表目錄 x
圖目錄 xii
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 6
1.4 研究流程 6
第二章 文獻探討 8
2.1 價格尾數 8
2.1.1 價格尾數定義和來源 9
2.1.2 價格尾數9的含義 10
2.1.3 價格尾數9的符碼效果 11
2.2 價格尾數9的價格形象認知作用 12
2.2.1 價格尾數9的低估方式 13
2.2.2 價格尾數9─忽略最右邊的數字 14
2.2.3 價格尾數9─最左邊數字的作用 15
2.3 特價標示 16
2.4 注意力 18
2.4.1 注意力的定義 18
2.4.2 視覺與注意 22
2.4.3 注意力的測量 23
2.5 眼球追蹤技術及相關研究 24
2.5.1 眼動追蹤儀器的特性 24
2.5.2 眼球追蹤相關研究 25
2.5.3 眼球追蹤觀察重要指標 26
2.6 時間壓力 27
第三章 研究方法 29
3.1 研究架構 29
3.2 研究變數與操作定義 30
3.2.1 自變數 30
3.2.2 依變數 31
3.2.3 干擾變數 31
3.2.4 變數衡量指標 32
3.3 研究假設 33
3.4 實驗設計 35
3.5 實驗方法 36
3.5.1 受測者 36
3.5.2 儀器 36
3.5.3 實驗材料及設計 41
3.5.4 前測後修改 42
3.5.5 實驗程序 43
第四章 資料分析 47
4.1 受測者描述 47
4.2 不分時間壓力下注意力分析 52
4.2.1 不分時間壓力下價格尾數呈現方式與注意力的關係 54
4.2.2 不分時間壓力下特價標示呈現方式與注意力的關係 55
4.2.3 不分時間壓力下特價標示搭配價格尾數9同時呈現對注意力的關係 57
4.2.4 不分時間壓力下特價標示搭配價格尾數0同時呈現對注意力的關係 58
4.3 無時間壓力下注意力分析 60
4.3.1 無時間壓力下價格尾數呈現方式與注意力的關係 60
4.3.2 無時間壓力下特價標示呈現方式與注意力的關係 62
4.3.3 無時間壓力下特價標示搭配價格尾數9同時呈現對注意力的關係 63
4.3.4 無時間壓力下特價標示搭配價格尾數0同時呈現對注意力的關係 65
4.4 有時間壓力下眼睛注視落點分析 67
4.4.1 有時間壓力下價格尾數呈現方式與注意力的關係 67
4.4.2 有時間壓力下特價標示呈現方式與注意力的關係 69
4.4.3 有時間壓力下特價標示搭配價格尾數9同時呈現對注意力的關係 70
4.4.4 有時間壓力下特價標示搭配價格尾數0同時呈現對注意力的關係 72
4.5 口述（Recurrent Protocol）資料分析 74
4.5.1 價格導向決策模式 74
4.5.2 個人偏好導向決策模式 76
4.5.3 反特價導向決策模式 79
4.5.4 整數導向決策模式 80
4.6 統計結果 81
第五章 結論與建議 83
5.1 研究結論 83
5.2 實務貢獻及建議 86
5.3 研究限制 88
5.4 未來研究方向 89
參考文獻 91
附錄 98

1.方音，Effects of Nine-Ending Prices on Store Image - A Case of Restaurant Image，國立中央大學資訊管理研究所未出版碩士論文，民國94年。
2.王昭國，如何發揮廣告效果，大展出版社印行，民國74年。
3.林建煌，消費者行為，智勝文化事業有限公司，民國91年。
4.邱上芬，商品陳列位置與注意力之關係研究，南台科技大學行銷與流通管理研究所未出版碩士論文，民國92年。
5.馬嘉駿，浮水印廣告設計因子與使用者認知風格類型對注意力之影響，大同大學工業設計研究所未出版碩士論文，民國94年。
6.張一岑 ，人因工程學，揚智文化，民國86年。
7.張春興，現代心理學：現代人研究自身問題的科學，東華書局股份有限公司，民國80年。
8.張媛媛，藝術治療對國小學習障礙兒裡提升注意力的輔導效果，台中師範學院國民教育研究所未出版碩士論文，民國90年。.
9.陳君如，國小學生注意力訓練方案之實驗研究，台北市立師範學院國民教育研究所未出版碩士論文，民國94年。
10.陳怡安，價格尾數、特價及新產品標示對消費者行為之影響，國立政治大學企業管理研究所未出版碩士論文，民國93年。
11.陳俊瑋，認知風格與使用者介面設計對注意力影響之研究，國立成功大學工業設計學系研究所未出版碩士論文，民國88年。
12.陳俊輝，以眼球運動軌跡探討裝辨識的視覺歷程與效果評估，中國文化大學資詖傳播研究所未出版碩士論文，民國94年。
13.榮泰生，消費者行為，五南書局出版公司印行，民國88年。
14.樓永堅，價格尾數的符碼式意義之研究─奇數定價之分析，華太文化事業股份有限公司，民國88年。
15.簡貞玉，消費者行為學，五南書局出版公司印行，民國85年。
16.Anderson, E. T. and Simester, D. I., Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments, Quantitative Marketing and Economics, 1(1), 93-110, 2003.
17.Bader, L. and Weinland, J. D., Do Odd Price Earn Money?, Journal of Retailing, 8(January), 102-104, 1932.
18.Bizer, G. Y. and Petty, R. E., Psychological Mechanisms of the Odd-Pricing Effect, 2001 Convention of the Association for Consumer Research, Austin, Texas, 1-5, 2001.
19.Bizer, G. Y. and Schindler, R. M., Direct Evidence for Ending-Digit Drop-Off in Price Information Processing, Psychology & Marketing, 22(October), 771-783, 2005.
20.Blatiberg, R. C. and Wisniewski, K. J., Price-Induced Patterns of Competition, Marketing Science, 8(Fall), 291-309, 1989.
21.Coulter, K. S., Odd-Ending Price Understimation: An Experimental Examination of Left-to Right Processing Effects, Journal of Product and Brand Management, 10(5), 276-292, 2001.
22.Davenport, T. H. and Beck, J. C., The Attention Economy Cambridge, HA: Harvard Business, 2002.
23.Dehaene, S., The Number Sense, New Yourk: Oxford, 1997.
24.Dhar, R. and Nowlis, S. M., The Effect of Time Pressure on Consumer Choice Deferral, Journal of Consumer Research, 25(March), 369-384, 1999.
25.Duchowski, A. T., Eye Tracking Methodology: Theory and Practice: Springer-Verlag New York, Inc., 2003.
26.Engel, J. F., Blackwell, R. D. and W., M. P., Consumer Behavior, New York: Me Dryden Press, 1986.
27.Gabor, A. and Granger, C., Price Sensitivity of the Consumer, Journal of Advertising Research, 4(December), 40-44, 1964.
28.Gedenk, K. and Sattler, H., The Impact of Price Thresholds on Profit Contribution - Should Retailers Set 9 Ending Prices?, Journal of Retailing, 75(1), 33-57, 1999.
29.Ginzberg, E., Gustomary Prices, The American Economic Review, 26(2), 296, 1936.
30.Goldberg, J. H. and Kotval, X. P., Eye Movement-Based Evaluation of the Computer Interface, Advances in Occupational Ergonomics and Safety, 529-532, 1998.
31.Hess, E. H. and Polt, J. M., Pupil Size as Related to Interest Value of Visual Stimuli, Science, 132, 349-350, 1960.
32.Hinrichs, J. V., Berie, J. L. and Mosell, M. K., Place Information in Multidigit Number Comparison, Mem Cognit, 10(5), 487-495, 1982.
33.Hower, R. M., History of Macy's of New York: 1858-1919, Cambridge: Harvard University Press, 1943.
34.Inman, J. J., McAlister, L. and Hoyer, W. D., Promotion Signal: Proxy for A Price Cut ?, Journal of Consumer Research, 17, 74-81, 1990.
35.Iyer, E. S., Unplanned Purchasing: Knowledge of Shopping Environment and Time Pressure, Journal of Retailing, 65(Spring), 40-57, 1989.
36.Jacob, R. J. K. and Karn, K. S., Eye Tracking in Human-Computer Interaction and usability Research: Ready to Deliver the Promises, Amsterdam: Elsevier, 2003.
37.Jacoby, J., Jaccard, J. J., Currim, I., Kuss, A., Ansai, A. and Troutman, T., Tracing the Impact of Item-by Item Information Accessing on Uncertainty Reduction, Journal of Consumer Research, 21(September), 291-303, 1994.
38.Just, M. A. and Carpenter, P. A., Eye Fixations and Cognitive Processes, Cognitive Psychology, 8(4), 441-480, 1976.
39.Kalyanam, K. and Shively, T. S., Estimating Inegular Priceing Effects: A Stochastic Spline Regression Approach, Journal of Marketing Research, 35(February), 16-29, 1998.
40.Kreul, L. M., Magic Numbers: Psychological Aspects of Menu Priceing, Cornell Hotel and Restaurant Administration Quarterly, 23(August), 70-75, 1982.
41.Krishna, A., Briesch, R., Lehmann, D. R. and Yuan, H., A Meta-Analysis of the Impact of Price Presentation on Perceived Savings, Journal of Retailing, 78, 101-118, 2002.
42.Lambert, Z. V., Perceived Prices as Related to Odd and Even Price Endings, Journal of Retailing, 51(Fall), 13-22, 1975.
43.Megaw, E. D. and Richardson, J., Target uncertainty and visual scanning strategies, Human Factor, 21(4), 302-315, 1979.
44.Mueller, P. U., Cavegn, D., D'Ydewalle, G. and Groner, R., A Comparison of A New Limbus Tracker, Corneal Reflection Technique, Purkinge Eye Tracking and Electro-Oculography: North-Holland Elsevier Science Publishers B.V., 1993.
45.Mulhern, F. J., Retail Marketing: From Distribution to Integration, International Journal of Research in Marketing, 14(2), 103-124, 1997.
46.Naipaul, S. and Parsa, H. G., Menu price endings that communicate value and quality, Cornell Hotel and Restaurant Administration Quarterly, 42(1), 26-37, 2001.
47.Palmer, J., Ames, C. T. and Lindsey, D. T., Measuring the effects of attention on simple visual search, Journal of Experimental Psychology: Human Perception and Performance, 19, 108-130, 1993.
48.Payne, J. W., Bettman, J. R. and Johnson, E. J., The Adaptive Decision Maker, Cambridge: Cambridge University Press, 1993.
49.Poltrock, S. E. and Schwartz, D. R., Comparative Judgements of Multidigit Numbers, Journal of Experimental Psychology: Learning, Memory, and Cognition, 10(1), 32-45, 1984.
50.Rayner, K., Eye Movements in Reading and Information Processing: 20 Years of Research, Psychological Bulletin, 124(3), 372-422, 1998.
51.Rayner, K., Rottello, C. M., Stewart, A. J., Keir, J. and Duffy, S. A., Integrating Text and Pictorial Information: Eye Movements When Looking at Print Advertisements, Journal of Experimental Psychology: Applied, 7, 219-226, 2001.
52.Salmon, W. J. and Ortmeyer, G. K., Duncan Department Stores: Harvard Business School Publishing, 1993.
53.Sanders, M. S. and McCormick, E., J. , Human Factors in Engineering and Design, New York: McGraw-Hill, 1992.
54.Schindler, R. M., Symbolic Meanings of A Price Ending, Advances in Consumer Research, 18, 794-801, 1991.
55.Schindler, R. M., The 99 price ending as a signal of a low-price appeal Journal of Retailing, 82(1), 71-77, 2006.
56.Schindler, R. M. and Bizer, G. Y., Direct Evidence of Ending-Digit Drop-Off in Price Information Processing, Psychology & Marketing, 22(10), 771-783, 2005.
57.Schindler, R. M. and Chandrashekaran, R., Influence of Price Endings on Price Recall: A By-Digit Analysis, Journal of Product and Brand Management, 13(7), 514-524, 2004.
58.Schindler, R. M. and Kibarian, T., Testing for Perceptual Underestimation of 9-Ending Prices, Consumer Research, Provo, UT: Association for Consumer Research, 580-585, 1993.
59.Schindler, R. M. and Kibarian, T., Increased Consumer Sales Response Through Use of 99-Ending Prices, Journal of Retailing, 72(Summer), 187-199, 1996.
60.Schindler, R. M. and Kibarian, T. M., Image Communicated by the Use of 99 Endings in Advertised Prices, Journal of Advertising, 30(4), 95-99, 2001.
61.Schindler, R. M. and Kirby, P. N., Patterns of Rightmost Digits Used in Advertised Prices: Implications for Nine-Ending Effects, Journal of Consumer Research, 24(2), 192-201, 1997.
62.Schindler, R. M. and Wiman, A. R., Effect of Odd Pricing on Price Recall, Journal of Business Research, 19(November), 165-177, 1989.
63.Simmons, L. C. and Schindler, R. M., Cultural Superstitions and the Price Endings Used in Chinese Advertising, Journal of International Marketing, 11(2), 101-111, 2003.
64.Smith, J. F., Mitchell, T. R. and Beach, L. R., A Cost-Benefit Mechanism for Selecting Problem-Solving Strategies: Some Extension and Empirical Tests, Organizational Behavior and Human Performance, 29(June), 370-396, 1982.
65.Sprott, D. E. and Miyazaki, A. D., Gift Purchasing In A Retail Setting: An empirical examination, AMA Winter Educators' Conference, 1-19, 1995.
66.Stiving, M., Price-Endings When Prices Signal Quality, Management Science, 46(December), 1617-1629, 2000.
67.Stiving, M. and Winer, R. S., An Empirical Analysis of Price Ending with Canner Data, Journal of Consumer Research, 24, 57-67, 1997.
68.Sevenson, L., Edland, A. and Slovic, P., Choices and Judgments of Incompletely Described Decision Alternatives under Time Pressure, Acta Psychologica, 75, 153-169, 1990.
69.Svenson, O. and Edland, A., Judgment and Decision Making Under Time Pressure: Studies and Findings, In: Svenson, O. and Maule, A. M. (eds), Time Pressure and Stress in Human Judgment and Decision Making, New York: Plenum Press, 27-40 , 1993.
70.Svensson, G., A Firm's Driving Force to Implement and Incorporate a Business Philosophy into its Current Business Activities: The Case of ECR, European Business Review, 14(1), 20-29, 2002.
71.Thomas, M. and Morwitz, V., Penny Wise and Pound Foolish: The Left-Digit Effect in Price Cognition, Journal of Consumer Research, 32(1), 54-64, 2005.
72.Whalen, B. R., Strategic Mix of Odd, Even Prices Can Lead to Increased Retail Profits, Marketing News, 13(24), 1980.
73.Wickens, C. D., Attention, Pursue Aviation Research Laboratory: University of Illinois, 1987.
74.Wickens, C. D., Engineering Psychology and Human Performance: HarperCollins Publisher, 1992.