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    题名: Assessing the perception of superstitions numbers and its effect on purchasing intentions
    作者: 張鈿富;Chang, Dian-fu;Jiang, Yi-Sheng
    贡献者: 淡江大學教育政策與領導研究所
    关键词: Fuzzy statistics, non-parametric test, superstitious number, purchasing intention
    日期: 2012-12
    上传时间: 2012-12-19 12:08:49 (UTC+8)
    出版者: Singapore : World Scientific Publishing
    摘要: Numerous studies have indicated that the use of membership functions and fuzzy interval data are more realistic and suitable for social science research. This chapter designed a fuzzy questionnaire to calculate how much Chinese people care about the superstitious number ‘4’, and estimate their purchasing intentions and the price reduction that would induce them to purchase items featuring the number 4. The results from using fuzzy statistics and soft computing will more accurately reflect the intentions of consumers. In this chapter, the study found that Chinese respondents care about phone numbers containing the number four and fourth floors equally. Additionally, groups categorised according to age, ethnicity, religion, and education differed significantly in their perception of the superstitious number four.
    關聯: Qualitative modeling in marketing and management, PP.379-390
    显示于类别:[教育政策與領導研究所] 專書之單篇

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