過去的研究指出，消費者在高不確定性下做預測會產生較低的愉悅感，而在低不確定性下做預測，愉悅程度不會減低。因此，我們欲探索消費者在中度不確性下做預測，能否產生最高的愉悅感？並以高中低這三種不同程度的不確定性為架構，加入其他干擾變數，找出影響消費者愉悅程度的因素。本計畫以三年的時間，運用實驗設計方法進行系統性的研究，希望能找出影響消費者愉悅感的變數。第一年，探索不確定性,信心及社群影響對消費者愉悅程度的效應。第二年，探討調節焦點,喜樂與實用產品的交互作用如何影響消費者的愉悅程度。第三年，進一步探討獎品的獲得方式如何讓消費者產生不同的愉悅感，並藉由操弄消費者的心情，深測人們在下賭金時是否會受到心情的影響。最後，希望這三年的研究成果，期望能夠對學術界在後續研究與實務界有所貢獻。 Prior researches have pointed out that consumers will experience less enjoyment when making a prediction at the degree of high uncertainty. While the enjoyment will not decrease when they make predictions in low uncertainty. Thus, we are interested in exploring that whether consumers can experience the most enjoyment in situations involving a medium degree of uncertainty. Based on the framework of high, medium and low uncertainty, we add moderators to find the factors that influence the enjoyment of consumers. This plan aims to explore the moderators that affect enjoyment when consumers make predictions. We shall employ the method of experimental design to conduct a systematic research during the next three years. In the first year, we will examine the effect of enjoyment in terms of uncertainty, confidence and social influence. In the second year, we will verify how the interaction of regulatory focus and hedonic/utilitarian product affect enjoyment. In the third year, we will further test how the different acquisition way of prize influence consumers’ enjoyment. Additionally, we will investigate whether mood can have an impact on people’s willingness to bet, by means of manipulating their mood. Hopefully, this plan can have contributions to academic further research and marketing practice. 研究期間：10008 ~ 10107
