A Study Of The Impact Of Consumers’ Belief In Good Luck On Purchase Behavior

In recent years one of the focus problems of consumer behavior study has been laid on the impact of culture value on consumption behavior. To the Chinese nation, being good luck is one kind of broad existence cultural belief. Consumers’belief in good luck has a certain influence on consumers’purchase behavior. According to the theory of planned behavior, the individual’s certain belief have an effect on a behavioral intention by influencing the attitude toward the behavior, subjective norm and perceived behavioral control, and behavioral intention is the direct factor of behavior. In order to study the impact of consumers’belief in good luck on purchase behavior from the perspective of planned behavior theory, this research constructed a hypothesis model of the relationship between consumers’belief in good luck and purchase behavior which was combined with theory of planned behavior on the basis of literature and theory. A self-administered questionnaire survey method was used to collect579sample data, and the hypothesis model was confirmed and revised by structural equation model after reliability and validity analysis.The research result showed that consumers’belief in good luck had a strong positive effect on purchase intention with the intermediation of attitude, subjective norm and perceived behavioral control, and purchase intention had a direct positive impact on purchase behavior. The influence of subjective norm on attitude and perceived behavioral control on subjective norm was remarkable and positive. In addition, demographics characters affected consumers’belief in good luck and purchase behavior to some extent. Different gender, age and income consumers showed significant differences in good-luck goods purchase behavior, while there was no significant difference in educational level...