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首页> 外文期刊>The Singapore economic review >THE VALUE OF CHINESE SUPERSTITIONS IN MALAYSIA: EVIDENCE FROM CAR PLATE AUCTIONING
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THE VALUE OF CHINESE SUPERSTITIONS IN MALAYSIA: EVIDENCE FROM CAR PLATE AUCTIONING

机译：中国人在马来西亚的迷信价值：汽车板拍卖的证据

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摘要

The purpose of this paper is to examine Malaysian motorists' willingness to pay for Chinese lucky plate numbers. Regression analyses reveal that the Chinese bidders are more likely to win and pay significantly more for the Chinese lucky numbers than their non-Chinese counterparts. Consistent with resale motive considerations, the non-Chinese bidders impose the same discount for unlucky numbers as their Chinese counterparts but do not pay a premium for the lucky numbers. We also document the influence of peer effects on the winning bid price. Specifically, Chinese bidders tend to pay more for the same plate numbers won by their peers in the previous auction, whereas both Chinese and non-Chinese bidders are less averse to the unlucky numbers if there are precedents of such ownership among their peers. Overall, our findings suggest that policymakers and marketers need to be sensitive to the subtle differences in the cultural cues of consumers in a multiracial society such as Malaysia.
机译：本文的目的是研究马来西亚驾车者支付中国幸运车牌号的意愿。回归分析表明，与非中方竞标者相比，中方竞标者更有可能中标并为中方幸运数字支付更高的价格。出于转售动机的考虑，非中方竞标者对不幸的数字给予与中方竞标者相同的折扣，但不为后者支付溢价。我们还记录了同伴效应对中标价格的影响。具体来说，中方竞标者倾向于为与前一次竞标中的同等车牌数相同的车牌支付更高的价格，而如果有同业中有此类所有权的先例，中方竞标者和不中方竞标者都对不幸的数字不那么感兴趣。总体而言，我们的研究结果表明，决策者和营销人员需要对马来西亚等多种族社会中消费者的文化暗示之间的细微差异保持敏感。

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