| Summary: | 本研究由消費者認知的角度，在價格位數和特價符號的調節作用下，針對九尾數價格對商店形象之影響進行研究，並以餐廳形象作為商店形象之範例。
本研究採2（九尾數、零尾數） x 2（短價格位數、長價格位數） x 2（有特價符號、無特價符號）之研究設計。經由前測的確認，本研究設計共八份虛擬菜單，作為價格尾數、價格位數、與特價符號之操弄。樣本為兩百五十八位大學生，採組間設計的實驗法，每位受測者在閱讀一份菜單後，依照個人感覺填答有關商店形象的問卷。
透過因素分析得知七個商店形象構面，包括－價值、食物品質、顧客、服務、信譽、便利、隨時/可靠。價格尾數、價格位數、和特價符號對個別商店形象構面之影響則是以Three-Way MANOVA進行分析。研究結果顯示，價格位數對價值、食物品質、顧客、服務、便利等構面具有顯著影響，而特價符號對於食物品質、顧客、和信譽等構面亦具有顯著影響。換言之，當餐廳價格為長位數時，顧客會感受到相對於短位數餐廳較差的價值及較佳的食物品質、顧客、服務、和便利。另外，當餐廳使用特價符號時，顧客會感受到相對於無特價符號餐廳較差的食物品質、顧客、和信譽。本研究結果指出，價格位數與特價符號對於消費者在商店形象的認知上，具有比九尾數價格更顯著的影響。
本研究結論與過去的九尾數價格之研究發現有所差異，而可能造成的原因除了產業別的差異之外，亦包括文化差異、消費者習慣程度、所得差異等因素。因此，有關九尾數價格對商店形象的影響仍值得後續研究進一步探討。
=== This study examined the effects of 9-ending prices on consumers’ perception of store image with the moderators of price digit length and discount sign by taking restaurant image as a case of store image.
The research method employed a 2 (9-ending, 0-ending) x 2 (short digit length, long digit length) x 2 (with discount signs, without discount signs) factorial design. Eight types of fictitious restaurant menus were designed with the confirmation of pretest to manipulate the independent variables of price ending, price digit length, and discount sign. A total of 253 undergraduate students participated in this study by reading one type of the menus first and responding to the store image questionnaires according to their perception.
The statistical analysis of factor analysis extracted seven store image dimensions of value, quality, clientele, service, reputation, convenience, and anytime/reliability. The effects of price ending, price digit length, and discount sign on each store image dimensions were examined by Three-Way MANOVA. The results indicated that price digit length had significant effects on value, food quality, clientele, service, and convenience, and discount sign had significant influence over food quality, clientele, and reputation. In other words, consumers will perceive inferior value, superior food quality, clientele, service, and convenience for the long digit length restaurants than for the short digit length restaurants. In addition, consumers will perceive inferior good quality, clientele, and reputation for those restaurants that use discount signs in the menus than for those restaurants that do not use discount signs in the menus. These findings suggested that price digit length and discount signs have greater influence over consumers’ perception of store image than 9-ending prices.
In fact, this study presented results that were different from the previous studies about 9-ending prices. Possible reasons included industry difference, cultural difference, income difference, and consumers’ level of familiarity. Therefore, the effects of 9-ending prices on store image still require further investigation by future studies.
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