| Summary: | 碩士 === 國立政治大學 === 企業管理研究所 === 93 === 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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