近年來，廠商會為了鼓勵消費者去預測各項比賽的結果，而特地架設網路平台，以供消費者們投票或是討論。研究發現，讓消費者在事前對未發生的結果先做預測，的確對消費者在觀賞賽事的進行及在事後對事件結果發生的愉悅程度有所影響。但是不確定性的存在同時也成為影響預測與愉悅程度之間的調節變數，所以本研究欲探討在不同風險程度下，對於參與過程愉悅程度的影響，以及消費者在不同信心程度下做預測，對於參與過程愉悅程度的影響。此外，我們在和別人一同預測時，別人選的答案和預測是否正確，也會影響我們對參與過程的愉悅程度，還有對自己選的答案的信心，所以本研究欲探討資訊揭露順序，是否顯著影響參與過程的愉悅程度，還有當面臨預測錯誤的情況，風險程度和結果的呈現方式是否會影響消費者的後悔情緒。 本研究發現： 一、消費者在「適度」的風險情境下，參與過程的愉悅程度最高。 二、消費者在高信心下參與預測，參與過程的愉悅程度最高；並且在高不確定性下，高信心的消費者對下注金額會有顯著提高。 三、消費者在「先猜後看」且當所預測的答案與別人是不相同時，在高不確定性下的愉悅程度是顯著高於低不確定性下的愉悅程度；消費者在「先看後猜」且預測的答案與別人不同時，在低不確定性下的愉悅程度是顯著高於高不確定性下的愉悅程度。 Nowadays, many firms encourage consumers to make predictions about the outcome of an upcoming event. They encourage consumers to make an advance prediction of the likely winner by establishing their Web sites. Prior research suggests that consumers who make an advance prediction will influence the enjoyment of experience. The degree of uncertainty about the outcome of an event will moderate the effect of making a prediction about the outcome of the event on the enjoyment of watching the event. In this article, we aim to test the level of uncertainty about the outcome of the event in determining how predictions might affect enjoyment. Furthermore, we often make predictions with others at the same time. People who choose different answers will not only affect the enjoyment of experience but also affect the confidence on answer. We examine whether knowing others’ answers before or after making our own decision will affect the enjoyment of experience as well as if uncertainty and the presentation of results influence our experienced regret when making an incorrect prediction. In our studies, we find that (1) Consumers who make prediction in「medium」level uncertainty have the highest enjoyment of experience. (2) Consumers who make prediction with high confidence have higher enjoyment of experience, and consumers who make prediction in high uncertainty with high confidence will bet more money in the gamble. (3) Consumers who make predictions in advance and see another’s options are different from ours, the enjoyment of experience in high uncertainty significantly higher than the enjoyment of experience in low uncertainty; Consumers who watch other’s options first and choose the answer different from others, the enjoyment of experience in low uncertainty significantly higher than the enjoyment of experience in high uncertainty.
