Abstract
This study examines consumer behavior in the online fortune telling market. Both quantitative and qualitative data were collected and analyzed through a content analysis of websites, in-depth interviews with website owners, and online consumer surveys. Focus group discussions were conducted to uncover a general profile of and the motives for users who visited fortune telling websites in Taiwan, Hong Kong, and mainland China. In addition, a survey of 6,088 members of major fortune telling websites was conducted in order to identify a dynamic psychological model to explain online fortune telling behavior and attitudes. Three types of explanatory variables were used as predictors – demographics, psychological orientations, and motivations. Results from the analyses indicate that the majority of users were attracted to the fortune telling websites by free trial services. Personal relationship fortunes were the most popular service item consumed by both male and female users. Some consistent patterns regarding the effects of the predictor variables on online fortune telling behavior and attitudes were reported and discussed. The three types of predictors in question all contributed to different online fortune telling behavior and attitudes. Results and implications are reported and discussed.
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