The Level of Concern about Feng Shui in House Purchasing: The Impacts of Self-efficacy, Superstition, and the Big Five Personality Traits

ABSTRACT Feng Shui has significant and widespread influences in Chinese society, but modern Chinese 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 Big F...

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Bibliographic Details
Published in:Psychology & marketing 2012-07, Vol.29 (7), p.519-530
Main Authors: Peng, Yu-Shu, Hsiung, Hsin-Hua, Chen, Ke-Hung
Format: Article
Language:English
Subjects:
Chinese culture
Influence
Personality
Personality traits
Real estate sales
Self-efficacy
Social sciences
Studies
Superstition
Online Access:Get full text
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Summary:ABSTRACT Feng Shui has significant and widespread influences in Chinese society, but modern Chinese 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 Big Five personality traits, personal beliefs (superstition and self‐efficacy), and the concern of Feng Shui. This model was tested in a sample of 246 residents living in the capital of Taiwan. Empirical results reveal that superstition has a positive influence on an individual's level of concern about Feng Shui, 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 Feng Shui through the mediation effects of superstition and self‐efficacy.
ISSN:0742-6046
1520-6793
DOI:10.1002/mar.20539