本研究以行為經濟學觀點出發，探討商品屬性與價格策略對於跨類別捆綁組合購買意願的影響。根據 Khan & Dhar (2010)，享樂商品若搭配折扣，能降低消費者罪惡感並提升其購買意願。因此本研究以折扣位置為享樂商品或實用商品以及結合 9 結尾的額外效果作為實驗主軸，目的為探討策略對於購買意願及反應時間的影響。結果顯示同時有折扣及 9 結尾在享樂商品上最能夠提升捆綁組合的購買意願上有顯著的效果；而僅有 9 結尾在實用商品上則是提升購買意願效果最弱的策略。此外，本研究還探討左位數效應與次位數效應的差異，Thomas&Morwitz(2005) 的研究發現，9結尾的效果僅存在於左位數效應發生時，若 9 結尾搭配次位數效應則無法顯著提升購買意願。本研究得到相近的結果，並首次呈現於捆綁商品的應用。價格策略並非單純數字設計，而是不同的折扣方式、折扣位置可以引導消費者的認知過程，進而產生提升購買意願的效果。

This study adopted a behavioral economics perspective to design and conduct a series of behavioral experiments with recruited participants. The goal is to investigate how product type and different pricing strategies influence purchase intention in cross-category product bundles. According to Khan & Dhar (2010), consumers often feel guilt and conflict when deciding to buy hedonic products. If a discount is offered on the hedonic product, it can help consumers justify the purchase, thus increasing their willingness to buy the bundle. This study focuses on whether the discount is applied to the hedonic or utilitarian product, and whether a price ending in "9" is used, creating six different pricing strategies. It examines the impact of each strategy on purchase intention and reaction time. The results show that having both a discount and a price ending in "9" on the hedonic product most effectively increases purchase intention. On the other hand, using only a "9" ending on the utilitarian product is the least effective. The study also explores the difference between the left-digit effect and the second-digit effect. Based on Thomas & Morwitz (2005), the "9-ending" effect only works when the left-digit changes (e.g., $5.00 → $4.99), but not when only the second digits change. This study confirms their findings and is the first to apply them in the context of bundled products. Pricing strategies are not just about numbers—they influence how consumers think, and the way discounts are designed and placed can significantly shape their purchase decisions.

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周思穎 (2021)。道德許可的行為與心智歷程。國立成功大學經濟學系研究所，台南市。