本論文探討在不確定性狀況下做預測,哪些因素會影響消費者之愉悅感，這些因素包括主效果的影響及交互作用的影響。本研究採實驗設計法，362位受測者參與4個實驗並用ANOVA分析結果。研究發現資訊呈現方式是一個重要的影響因素，當情境在低度及中度不確定時，獎品以圖片方式呈現會帶給參與者較高的愉悅感。值得注意的是，當提供的獎品是實用性獎品時，以圖片方式呈現相較於以文字方式呈現，會帶給參與者較高的愉悅感；而歡樂性獎品帶給參與者的愉悅程度與資訊呈現方式無關。 本論文同時發現，調節焦點及產品類別對參與者愉悅感也會產生顯著影響。此外，我們也證實社群影響及不確定性對參與者在做預測時的愉悅程度有交互作用；在低度不確定性時做預測，有接觸到社群資訊的參與者會有較高的愉悅感。另外，我們也發現心情對於參與者在做預測時的愉悅程度也會有影響，參與者在心情好的時候下賭金且輸錢，會有較高的愉悅感；本研究同時證實，參與者在低度不確定性且心情差時所下的賭金會有顯著增加。最後，希望本論文之研究成果能夠對學術界在後續研究以及實務界之應用有所貢獻。;This dissertation investigates how consumer enjoyment is influenced by multiple factors when making predictions under various degrees of uncertainty. We recruited 362 participants (mean age: 21.5 years) to participate in 4 experiments and analysed the experimental data by using analysis of variance. The results of Study 1 indicate that regulatory focus affected the level of enjoyment that the participants experienced when making a prediction. Furthermore, hedonic prizes increased their enjoyment levels when they made correct predictions. In Study 2, this dissertation shows that the information presentation type can also affect the level of enjoyment that people experience. Moreover, an interaction was observed between the information presentation type and the degree of uncertainty; specifically, prizes that were presented pictorially (vs. written) increased the participants’ enjoyment when making predictions under low- and medium-uncertainty conditions. Furthermore, there was an interaction between the information presentation type and product type on enjoyment; the participants experienced more enjoyment when prize information was presented pictorially rather than in a written form, under the condition of receiving a utilitarian prize. The results of Study 3 show that the presence of social influence enhanced the participants’ enjoyment, indicating that under low uncertainty conditions, participants experience more enjoyment making predictions in the presence of social influence than they do in the absence of social influence. Study 4 shows that when losing bets, participants who were in a happy mood while gambling exhibited greater enjoyment than those who were in a sad mood. Furthermore, mood and the degree of uncertainty have an interaction effect on the amount that they are prepared to bet. Under conditions of low uncertainty, people who were in a sad mood bet significantly more than those in a happy mood did. Finally, this dissertation discusses the theoretical and practical implications of the findings and provides suggestions for future research.
