NUMEROLOGY: THAI BELIEFS AND PRACTICES IN THE SELECTION OF MOBILE PHONE NUMBERS
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Abstract
This study aimed to 1) explore Thai beliefs regarding the influence of numerology in the selection of mobile phone numbers, 2) analyze beliefs and behaviors associated with numerology-based number selection, and 3) propose guidelines for applying numerological knowledge in the selection of mobile phone numbers. A mixed-methods approach was employed, consisting of both quantitative and qualitative research conducted in two phases. In Phase 1, a survey was administered to 278 participants who had experience changing their mobile phone numbers to auspicious ones, with data analyzed using mean and standard deviation. In Phase 2, in-depth interviews were conducted with 13 key informants, and the data were examined through content analysis.
The findings revealed that, overall, Thai beliefs influenced by numerology in mobile phone number selection were at a high level. Among the dimensions, attitudes had the highest mean score, followed by beliefs and behaviors. Qualitative results further indicated that numerological beliefs served as psychological reassurance, were influenced by family, peers, and online media, and were associated with the meanings of auspicious numbers and perceived life changes. In terms of behavior, the selection process involved four stages: awareness and motivation, information seeking and understanding, evaluation and decision-making, and post-use assessment. Finally, four key dimensions were proposed as guidelines for applying numerology to mobile phone number selection: the individual dimension, the social and community dimension, the governance and consumer protection dimension, and the dimension of balancing belief with rationality.
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