左数效果及消费者人格特质对于消费品价格认知的影响.DOC

左數效果及消費者人格特質對於消費品價格認知的影響 The effects of left-digit phenomenon and consumer characteristics on the perception of prices for consumption goods 龔昶元 朝陽科技大學Abstract In order to increase their sales, companies endeavor to lure and stimulate consumers to purchase products through promotional activities, particularly monetary promotions. However, not all monetary promotions influence consumers to purchase products because differences in consumer characteristics, such as need for cognition (NFC), create different attitudes toward promotions. The question of whether consumers treat a nine-ending price to be cheaper than a zero-ending price has been discussed for long. Recent researches indicate that the left-digit effect has a significant impact on the revenue of firms. A number of researchers suggest that prices with left-digit effects increase the revenues of companies. Although monetary promotions such as left-digit effect and nine-ending prices influence consumers to purchase more, NFC may be one of the important elements that affect the purchase decision of consumers. NFC as one of the elements that affect the purchase decision of consumers has been robustly discussed; this study involves a further research of the question of whether NFC influences consumers who are affected by the left-digit effect. Consumers with high and low NFC exhibit different purchasing behaviors. In other words, different levels of NFC cause consumers to select different products. Different considerations and attitudes toward consumption can be classified into high and low price cognition. This research investigates the viewpoint that different monetary promotions cause different perceptions of price because of different levels of NFC among consumers. For the purpose of this study, the questionnaire survey method is employed. Four hundred and fifty nine undergraduate university students, 135 males and 314 females in the age group of 17 to 25, from the Department of Business Adminis