关键词: 数字迷信, 控制感, 邪恶消费

Abstract:

The study employed a combination of data analysis, questionnaire surveys, situational experiments, and on-site experiments to investigate the impact of digital superstition efficacy on sinful consumption, as well as the moderating role of a sense of control. The results revealed that digital superstition significantly influences sinful consumption, with positive digital superstition increasing individuals' consumption of sinful goods and negative digital superstition decreasing such consumption. The sense of control was found to moderate the impact of digital superstition on sinful consumption. Under conditions of high control, there was no significant difference in the impact of different levels of digital superstition efficacy on sinful consumption. However, under low control conditions, significant differences were observed, indicating that positive digital superstition influenced individuals to engage in more sinful consumption behavior. This paper had certain guiding significance for the formulation of corporate marketing strategies and the development of consumers' rational consumption habits.

Key words: number superstition, sense of control, vice product