| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 94 === This purpose of this research is to discuss Chinese superstitious belief. According to the steps of factor analysis, Chinese suppositious belief has been constructed. The Chinese superstitious beliefs are divided into 7 factors. These factors include “asking for auspiciousness,” “good luck,” “constellation,” “crystal,” “related with ghosts,” “wedding and funeral customs,” and “feng shui.”
This research also finds out that locus of control has positive correlation with “asks for auspicious,” “constellation,” “crystal,” “related with ghosts,” “feng shui.” These mean that people who care more about these five constructions, their personality are more externally controlled.
Another goal of this research is to explore the relationships between some vital demographics and superstition. In the gender aspect, females have higher scores in all constructions than males do. Young people attach great importance to “constellation” and “related with ghosts.” People with high school education attach great importance to “asks for auspiciousness,” and people with graduate education attach great importance to “feng shui.” People in the north and south Taiwan are less superstitious because these areas include megalopolis. Besides, people with higher income care more about “wedding and funeral customs.” Some managerial implications and future research directions are also proposed in this research.
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