The effect of superstitious beliefs on property purchase intention

Abstract

Superstitious belief is influencing decision-making process among the Chinese community, even though the effect of superstitious beliefs is declining by generations, however, previous literature has suggested that it is remained and inherited in the property purchasing decision process. Chinese community, which is the second large ethnic group in Malaysia, that their culture has been influencing by the local may still hold such believe when purchasing the property. This research intended to understand how the superstitious belief can influence their property purchasing intention, by testing within the context of psychological factors: attitude, subjective norm and perceived behavioral control, believe and past experience. A questionnaire survey is conducted at the property exhibition at Malacca, a state famous and rich with multiple culture in Malaysia. The Partial Least Square – Structural Equation Modelling Method was used to test the hypothesis. The findings show that the buyers’ attitude, belief and perceived behavioral control significantly affect the buyers’ purchasing intention. Local developers and agents should realize that the superstitious beliefs will influence buyer’s purchasing decision and the understanding of superstitious behavior will help to enhance marketing process to stimulate residential property purchases are addressed.