The Influence of Buying Purpose and Gift-giving Motivation on the Attitude toward Superstitious Products in Different Situations

• Main Authors: HSU, CHIA-YU, 許家瑜
• Other Authors: HUANG, LI-SHIA
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/85844299138629311200

碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 102 === Superstitions are gradually being applied in today’s marketplace. Due to the great business opportunity and the prosperous market, firms prevalently conduct superstitious marketing to promote their product and attract consumer to purchase. Therefore, this study focuses on factors which may influence consumers’ attitude as they purchased superstitious products. Prior superstition-related studies have shed light on how psychological traits influence one’s superstitious beliefs. As superstitions have now more extensively been used in the marketplace, how superstitions affect consumer behavior and marketing strategy has becoming increasingly important. However, corresponding research is only in its infancy. Besides, these studies mostly investigated the condition of personal use, little research have discussed about gift-giving buying purpose. Yet previous studies of gift-giving focus on general present, seldom of them discussed present with superstitious appeal. As a result, this study includes consumer with different buying purpose (self-buying and gift-giving) of superstitious product and consumer with different gift-giving motivation (self-interested and altruism). Further, we take the risk of the event and the festive event into account, in an attempt to explore if different level of risk situation would moderate the effect of buying purpose and festive event would moderate the effect of gift-giving motivation. We conducted three 2*2 experiment. First and second experiments test the influence of buying purpose (self-buying vs. gift-giving) on consumers’ attitude toward superstitious product under risky situation (high risk vs. low risk). And third experiement test the influence of gift-giving motivation (self-interested vs. altruism) on consumers’s attitude toward superstitious product under festive situation (festival vs. no festival). Hypotheses were tested by ANOVA, and all the evaluation items served well reliability. The results is consumer with gift-giving buying purpose would have more favorable responses to superstitious product; however, under the situation with highly risky events, there would be no significant difference between consumers with different buying purpose, both of them have positive responses to superstitious product. But if the product is utilitarian, under the situation with highly risky events, the result is still consumer with gift-giving buying purpose would have more favorable responses to superstitious product. And the other result is consumer with self-interested gift-giving motivation would have more favorable responses to superstitious product under the festive situation.