Can Mood and Uncertainty Affect Consumers' Amount of Bet?

心情與不確定性能否影響消費者之賭注金額？

洪慧喜(Hui-Hsi Hung)；林建煌(Chien-Huang Lin)

mood ； amount of bet ； uncertainty ； enjoyment ； 心情 ； 賭金 ； 不確定性 ； 愉悅感

行銷評論

15卷1期（2018 / 03 / 01）

53 - 66

英文

This study gave support to our proposition regarding the effect of enjoyment on the amount of bets consumers may make, and how this is influenced by different levels of uncertainty and mood states. We recruited 362 participants to participate in an experiment and analyzed the data by using analysis of variance. We found that consumers reported greater enjoyment when gambling in a happy mood, and even when they lost their bets they still reported a higher rating of enjoyment, compared to those in a sad mood. More importantly, consumers in a sad mood, under the condition of low uncertainty, increased significantly the amount of their bets, compared to those in a happy mood.

消費者的行為及決策經常會受到心情及其他因素的影響。本研究主要在探討消費者在不同程度的不確定性狀況下做預測，愉悅感及消費者所下的賭金金額是否會受到心情的影響。本研究採實驗設計法，362位受測者參與實驗並用ANOVA分析結果。研究發現心情對於消費者在做預測時的愉悅程度會有影響，消費者在心情好的時候下賭金且輸錢時，會有較高的愉悅感；此外，本研究進一步發現消費者在低度不確定性且心情差時，所下的賭金金額會比心情好時有顯著增加；而在中度及高度不確定性時，心情好壞對消費者所下的賭金金額並沒有顯著影響。最後，希望本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。

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