Consumers usually have difficulty in decision making of experience goods. It is because it is usually hard to estimate the benefits of experience goods, which thus leads to strong uncertainty. Accordingly, it is an important issue for marketers to develop strategies which enhance the certainty and liking of a product. Therefore, this study intended to verify the effects of conceptual fluency of a product name on liking of the product. Especially, it examined the role of imagery fluency as an essential mediator between conceptual fluency and liking. Also, boredom proneness as a consumer characteristic factor was assumed to have a moderating effect on the relationship between imagery fluency and liking. The results show that firstly, conceptual fluency of a product name affects the liking of a product. Secondly, the relationship of conceptual fluency and liking was fully mediated by imagery fluency. And lastly, the mediation effects were moderated by boredom proneness. In other words, consumers with high boredom proneness tended to be less affected by imagery fluency. This study has several findings and implications on the field of consumers’ decision making process of experience goods. Particularly, it analyzes imagery fluency as an important mediator in the relationship between conceptual fluency of a product name and liking of the product. It also investigates boredom proneness as an important comsumer characteristic variable by proposing a moderated mediation model.