消費者自信心是影響消費者購買的心理因素，過去雖有研究證實其對於購買決策的過程會造成影響，但並未討論是否會對於價格敏感度形成影響。本研究共計抽樣295位消費者，研究其消費者自信心對價格敏感度的影響效果。結果發現在消費者自信心的六個因素中，僅有資訊的取得與個人的結果會對價格敏感度造成影響。同時，性別會對消費者自信心與價格敏感度的關係產生干擾的效果，男性消費者中，資訊的取得、個人的結果與說服的知識會影響價格敏感度；而女性消費者則只有資訊的取得與個人的結果會影響價格敏感度。
The consumer self-confidence is the psychological factor which will affect the consumer's purchasing behavior. Although some researchers have investigated its reaction to the purchasing decision, there is no research discussing the relationship with the self-confidence and the price sensitivity. We survey 295 subjects. The results indicated that: (1) Only the information acquisition and personal outcomes had significant effect on price sensitivity. (2) Gender had significant moderate effect on the relationship between consumer self-confidence and price sensitivity For males, information acquisition, the personal outcomes and persuasion knowledge had significant effect on price sensitivity, and for females, only information acquisition and personal outcomes had significant effect on price sensitivity.
