| Summary: | 碩士 === 實踐大學 === 企業管理學系碩士班 === 96 === The endowment effect refers to the gap between the price that buyers are willing to pay in order to acquire an object and the price that sellers are willing to accept to part with this object. Past empirical evidences exhibited that some variables would affect the endowment effect (e.g. transaction demand, emotion, perception of traded item..), but rarely discussed the variable about attitude. This study proposed that the relating attitude variable, attitudinal ambivalence, might moderate the endowment effect. This study examined the moderating role of attitudinal ambivalence in the observed disparity between buying and selling prices for the same endowed object. The study conducted a 2 (transaction role：buyer vs. seller) x 2 (attitudinal ambivalence：high vs. low) between-subjects design. Three hundred undergraduate students in a Taipei university participated in this study (N=175) fully completed. Respondents were randomly allocated to either a group completing questionnaires concerning a buyer role (N=90) or a group completing questionnaires concerning a sell role (N=85). The results showed that high attitudinal ambivalence would attenuate the relationship between transaction role and price setting behavior. Oppositely, there would be increasing influence with low attitudinal ambivalence. Implications of these results, as well as limitations and suggestions for future research, were discussed.
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