| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 103 === Superstitious beliefs have been prevalent in our lives, derived from consumer behavior also has a huge market (Kramer & Block, 2008). Superstition has a great impact to the market, such as: a person in Hangzhou on the Internet at a price of 1.12 million yuan selling A88888 license; China Airlines also spent 2.4 million yuan to buy 8888 8888 (Yardley, 2006) phone numbers.
My study1 use difficult and non-difficult situation for the positive or negative lucky products preference and my study2 use subjective well-being、positive superstition、negative superstition、believe good luck and believe bad luck to assess of consumers in regard to products attitude of positive and negative lucky product. Because when people face an important event and can’t to control, people may have better preference on lucky products. In previous studies not discuss the lucky products itself. But lucky products include positive and negative lucky property and previous studies also not discuss effect of factor in regard of positive and negative lucky products. Therefore, this study filling this gap. The result of the study showed that when people in the difficult situation (vs. non-difficult), will have better preference on the negative lucky product and when people have low subjective well-being, negative superstition and believe bad luck, people will have better attitude product on negative lucky product. But when people have positive superstition and believe bad luck, people will have better attitude product on positive lucky product.
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