Journal of Mass Communication & Journalism

Wen-Tsung Wu

Publications

• Research Article
  While Number Superstitions Exist: The Influence of Prices on Mobile Phone Consumers Purchase Intentions
  Author(s): Wen-Tsung Wu, Chie-Bein Chen and Chiao-Chen ChangWen-Tsung Wu, Chie-Bein Chen and Chiao-Chen Chang
  
  This study tests a conceptual model of the effects of number superstitions and price on perceived price fairness and purchase intentions in Taiwan. The mediating effects of perceived price fairness on purchase intentions are also explored. The experimental results indicate that, for auspicious mobile numbers with a price premium, consumers will perceive price fairness which positively influences their purchase intentions. On the other hand, consumers show low purchase intentions with regards to inauspicious mobile numbers with a price discount because they may believe in using inauspicious mobile numbers will bring bad luck. Thus, number superstitions are significant in the Taiwan mobile telecommunication market. Through a discussion of the integration of number superstition and price in consumers’ purchase process, this research helps the mobile telecommunications industry unde.. Read More»
  DOI: 10.4172/2165-7912.1000304

  Abstract PDF