The Level of Concern about Feng Shui in House Purchasing: The Impacts of Self-efficacy, Superstition, and the Big Five Personality Traits
Journal
Psychology and Marketing
Journal Volume
29
Journal Issue
7
Pages
519-530
Date Issued
2012
Author(s)
Abstract
ABSTRACT F eng S hui has significant and widespread influences in C hinese society, but modern C hinese people hold different perspectives on its validity. By using house purchasing as the research context, this study proposes a theoretical model that examines the psychological process linking the B ig F ive personality traits, personal beliefs (superstition and self‐efficacy), and the concern of F eng S hui. This model was tested in a sample of 246 residents living in the capital of T aiwan. Empirical results reveal that superstition has a positive influence on an individual's level of concern about F eng S hui, whereas self‐efficacy has a negative influence. The results also show that three personality traits are related to superstition, and four personality traits are related to self‐efficacy. In other words, personality traits can indirectly influence an individual's level of concern about F eng S hui through the mediation effects of superstition and self‐efficacy.
Type
journal article