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.

Chinese References

林財添（民82年），便利商店價格策略教戰守則3，流通世界，10月，頁72-74。

洪順慶（民90年），「行銷管理－第二版」，台北市：新陸書局股份有限公司。

樓永堅 (民88年)，「價格尾數的符碼式意義之研究－奇數訂價之分析」，台北市：
華泰文化事業股份有限公司。

English References

Aaker, Jennifer L. (1997). “Dimensions of Brand Personality,” Journal of Marketing
Research, 34 (August), 347-56.

Amirani, Shahrzad and Roger Gates (1993). “An Attribute-anchored Conjoint
Approach to Measuring Store Image,” International Journal of Retail & Distribution Management, 21 (5), 30-9.

Arons, L. (1961). “Does Television Viewing Influence Store Image and Shopping
Frequency?” Journal of Retailing, 37 (Fall), 1-13.

Bizer, George Y. and Richard E. Petty (2001). “Psychological Mechanisms of the
Odd-Pricing Effect,” working paper presented at the 2001 convention of the Association for Consumer Research in Austin, Texas, 1-5.

Boulding, William and Amna Kirmani (1993). “A Consumer-Side Experimental
Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality?” Journal of Consumer Research, 20 (June), 111-23.

Burke, Marian C. and Leonard L. Berry (1974-1975). “Do Social Actions of a
Corporation Influence Store Image and Profits?” Journal of Retailing, 50 (4), 62-72.

Burt, Steve and Jose Carralero-Encinas (2000). “The Role of Store Image in Retail
Internationalisation,” International Marketing Review, 17 (4/5), 433-53.

Darden, William R. and Barry J. Babin (1994). “Exploring the Concept of Affective
Quality: Expanding the Concept of Retail Personality,” Journal of Business Research, 29 (2), 101-9.

Darley, William K. and Jeen-Su Lim (1999). “Effects of Store Image and Attitude
toward Secondhand Stores on Shopping Frequency and Distance Traveled,”
International Journal of Retail & Distribution Management, 27 (8), 311-8.

Dichter, E. (1988). “What’s in an Image?” Journal of Consumer Marketing, 2
(Winter), 75-81.

Doyle, P. and Ian Fenwick (1974). “How Store Image Affects Shopping Habits in
Grocery Chains,” Journal of Retailing, 50 (Winter), 39-52.

Engel, J. F. and Roger D. Blackwell (1982). Consumer Behavior, Dryden Press,
New York, NY.

Erevelles, Sunil, Abhik Roy and Leslie S. C. Yip (2001). “The Universality of the
Signal Theory for Products and Services,” Journal of Business Research, 52 (2), 175-87.

Estes, Sian (2001). “Pricing Power,” GCI, December, 74.

Gabor, Andre and C. W. J. Granger (1964). “Price Sensitivity of the Consumer,”
Journal of Advertising Research, 4 (December), 40-4.

Hawkins, Del I., Gerald Albaum, and Roger Best (1975-1976). “Reliability of Retail
Store Images as Measured by the Stapel Scale,” Journal of Retailing, 52 (4), 31-8, 92-3.

Hawkins, Scott A. and Stephen J. Hoch (1992). “Low-Involvement Learning:
Memory Without Evaluation,” Journal of Consumer Research, 19 (September), 212-25.

“Higher Learning,” Promo Magazine, April 2002.

Hinrichs, James V., Janis L. Berie, and Molaan K. Moselle (1982). “Place
Information in Multidigit Number Comparison,” Memory and Cognition, 10 (5), 487-95.

Hirschman, E. (1981). “Retail Research and Theory,” in Enis, B. M. and Boering,
K. J. (Eds), Review of Marketing, American Marketing Association, Chicago, IL.

Hirschman, Elizabeth C. and Barnett Greenberg (1978). “The Intermarket
Reliability of Retail Image Research: An Empirical Examination,” Journal of Retailing, 54 (1), 3-12.

Jacoby, Jacob and David Mazursky (1984). “Linking Brand and Retailer Images –
Do the Potential Risks Outweigh the Potential Benefits?” Journal of Retailing, 60 (2), 105-22.

Jain, Arun K. and Michael Etgar (1976-1977). “Measuring Store Image through
Multidimensional Scaling of Free Response Data,” Journal of Retailing, 52 (4), 61-70, 95-6.

James, Don L., Richard M. Durand, and Robert A. Dreves (1976). “The Use of a
Multi-Attribute Attitude Model in a Store Image Study,” Journal of Retailing, 52 (2), 23-32.

Jap, Andy (1995). “Do Consumers Underestimate 9-Ending Prices?” Stores, 77 (1),
RR10-1.

Joyce, Mary L. and David R. Lambert (1996). “Memories of the Way Stores were
and Retail Store Image,” International Journal of Retail & Distribution Management, 24 (1), 24-33.

Kahneman, Daniel and Amos Tversky (1979). “Prospect Theory: An Analysis of
Decision Under Risk,” Econometrica, 47 (March), 263-91.

Kirmani, Amna and Akshay R. Rao (2000). “No Pain, No Gain: A Critical Review
of the Literature on Signaling Unobservable Product Quality,” Journal of Marketing, 64 (April), 66-79.

Kotler, Philip (2003). Marketing Management, 11th Ed. (pp. 470-502), New Jersey:
Prentice Hall, Inc.

Kunkel, John H. and Leonard L. Berry (1968). “A Behavioral Conception of Retail
Image,” Journal of Marketing, 32 (October), 21-7.

Lessig, V. Parker (1973). “Consumer Store Images and Store Loyalties,” Journal of
Marketing, 37 (4), 72-4.

Levy, Haim and Esther Lazarovich-Porat (1995). “Signaling Theory and Risk
Perception: An Experimental Study,” Journal of Economics and Business, 47 (1), 39-56.

Lindquist, Jay D. (1974-1975). “Meaning of Image,” Journal of Retailing, 50 (4),
29-38, 116.

Marks, Ronald B. (1976). “Operationalizing the Concept of Store Image,” Journal
of Retailing, 52 (3), 37-46.

Martineau, Pierre (1958). “The Personality of the Retail Store,” Harvard Business
Review, 36 (January-February), 47-55.

Mazursky, David and Jacob Jacoby (1986). “Exploring the Development of Store
Images,” Journal of Retailing, 62 (2), 145-65.

McDougall, G. H. G. and J. N. Fry (1974-1975). “Combining Two Methods of
Image Measurement,” Journal of Retailing, 50 (4), 53-61.

Menezes Dennis and Norbert F. Elbert (1979). “Alternative Semantic Scaling
Formats for Measuring Store Image: An Evaluation,” Journal of Marketing Research, 16 (February), 80-7.

Miller, Ross M. and Charles R. Plott (1985). “Product Quality Signaling in
Experimental Markets,” Econometrica, 53 (4), 837-72.

Mulhern, Francis J. (1997). “Retail Marketing: From Distribution to Integration,”
International Journal of Research in Marketing, 14 (May), 103-24.

Naipaul, Sandra and H. G. Parsa (2001). “Menu Price Endings That Communicate
Value and Quality,” Cornell Hotel and Restaurant Administration Quarterly (February), 26-37.

Ohanian, Roobina (1992). “Consumers’ Shopping Effort and Evaluation of Store
Image Attributes: the Roles of Purchasing Involvement and Recreational Shopping Interest,” Journal of Applied Business Research, 8 (4), 40-9.

Oppewal, Harmen and Harry Timmermans (1997). “Retailer Self-Perceived Store
Image and Competitive Position,” The International Review of Retail, Distribution and Consumer Research, 7 (January), 41-59.

Pathak, Dev S., William J. E. Crissy, and Robert W. Sweitzer (1974-1975).
“Customer Image Versus the Retailer’s Anticipated Image,” Journal of Retailing, 50 (4), 21-8, 116.

Pessemier, Edgar A. (1980). “Store Image and Positioning,” Journal of Retailing, 56
(1), 94-106.

Poltrock, Steven E. and David R. Schwartz, (1984). “Comparative Judements of
Multidigit Numbers,” Journal of Experimental Psychology: Learning, Memory, and Cognition, 10 (1), 32-45.

Postman, L. (1964). “Short-Term Memory and Incidental Learning,” in Arthur W.
Melton (Ed.), Categories of Human Learning. New York: Academic Press.

Reardon, James, Chip E. Miller, Barbara Coe (1994). “Applied Scale Development:
Measurement of Store Image,” Journal of Applied Business Research, 11 (4), 85-93.

Schindler, Robert M (1991). “Symbolic Meanings of a Price Ending,” Advances in
Consumer Research, 18, 794-801.

Schindler, Robert M. and Patrick N. Kirby (1997). “Patterns of Rightmost Digits
Used in Advertised Prices: Implications for Nine-Ending Effects,” Journal of Consumer Research, 24 (September), 192-201.

Schindler, Robert M. and Thomas M. Kibarian (1996). “Increased Consumer Sales
Response Though Use of 99-Ending Prices,” Journal of Retailing, 72 (2),
187-99.

Schindler, Robert M. and Thomas M. Kibarian (2001). “Image Communicated by
the Use of 99 Endings in Advertised Prices,” Journal of Advertising, 30 (4),
95-9.

Skinner, B. F. (1953). Science and Human Behavior, 1st Ed. (p.91-128). New
York: Free Press.

Solomon, Michael R. (2002). Consumer Behavior: Buying, Having, and Being, 5th
Ed., (p.77-80). New Jersey: Prentice-Hall, Inc.

Steenkamp, Jan-Benedict E. M. and Michel Wedel (1991). “Segmenting Retail
Markets on Store Image Using a Consumer-Based Methodology,” Journal of Retailing, 67 (3), 300-20.

Stiving, Mark (2000). “Price-Endings When Prices Signal Quality,” Management
Science, 46 (December), 1617-29.

Thaler, Richard (1985). “Mental Accounting and Consumer Choice,” Marketing
Science, 4 (3), 199-214.

Walters, G. G. (1978). Consumer Behavior: Theory and Practice, Richard D. Irwin,
Homewood, IL.

Wyckham, R. G. (1967). “Aggregate Department Store Image: Social and
Experimental Factors,” Proceedings of the American Marketing Association Conference, American Marketing Association, Chicago, IL, 333-7.

Zeithamel, Valarie A (1988). “Consumer Perceptions of Price, Quality, and Value: A
Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52 (July), 2-22.

Zimmer, Mary R. and Linda L. Golden (1988). “Impressions of Retail Stores: A
Content Analysis of Consumer Images,” Journal of Retailing, 64 (3), 265-93.