本研究探討當企業提高產品價格時，所提供漲價理由之可控制程度 ( 高度 vs. 中度 vs. 低 度 ) 如何影響消費者對漲價行為的態度；其次，以顧客關係類型 ( 共有關係 vs. 交換關係 ) 為干擾變數，分析企業和顧客間的關係類型如何影響消費者之漲價態度。 研究結果顯示：( 一 ) 當消費者面臨產品價格提高時，企業主動提供漲價的理由，相對 於不提供任何理由，會使消費者有較好的態度。( 二 ) 消費者對於企業提供低度與中度 可控制程度的理由，相較於高度可控制理由，有較佳之態度。( 三 ) 在漲價理由屬於高 度及低度可控制情形下，兩種關係類型的消費者態度無顯著差異。( 四 ) 中度可控制程 度的漲價理由時，共有關係的消費者對於漲價行為的態度，顯著優於交換關係的消費者。

The objectives of this research are: (1) to investigate how the controllability of the reasons for price increase may affect consumers’ attitudes, and (2) to explore how the type of customers’ relationships with the companies may moderate the relationship between controllability of reasons for price increase and consumers’ attitudes. The results from an experimental design are listed as follow: (1) When firms raise the price of their products or service, consumers have better attitude if firms provide price increase reasons; (2) Consumers have better attitude and higher acceptance when the firms’ controllability degree of these price increase reasons are low and medium; (3) Under the condition of high and low degree of controllable price increase reasons, attitude and acceptance toward firms’ price increase show no difference between customers who are of communal relationship and exchange relationship with the firms; (4) Under the condition of medium degree controllability price increase reason, communal customers have better attitude and higher acceptance toward firms’ price increase behavior than exchange customers do.