研究期間：10208~10307;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.
