ปัจจัยทางด้านจิตวิทยาที่มีความสัมพันธ์ต่อการกำหนดราคา และการวิเคราะห์ระดับราคาสุดท้ายของเลขหมายสวย

Poramate Boonmee; Thamonwan  Makrachan

Authors

Poramate Boonmee Office of the National Broadcasting and Telecommunications Commission
Thamonwan Makrachan Office of the National Broadcasting and Telecommunications Commission

Keywords:

hedonic pricing model, premium phone number auction, price determination, psychological factors, numerology

Abstract

This study aimed to examine the factors influencing the pricing of premium phone numbers and analyze their final price levels in different auction formats conducted by the Office of the NBTC. The objective was to develop an optimal pricing model for premium number auctions. The research employed a quantitative approach, collecting data from an online survey with 417 respondents. The data was analyzed using the hedonic pricing model and regression analysis to evaluate the impact of various factors on the final price of premium phone numbers. The findings indicated that psychological factors related to numerology, specifically the sum of digits with positive meanings and auspicious paired digits, had a statistically significant influence on the pricing of premium numbers at 0.01 significance level. In terms of final price levels, the mirrored six-digit pattern (09-ABBB-BBBA) held the highest value at 44,511.70 THB whereas the two-digit repeated four-pair pattern (09-AABB-CCDD) had the lowest value at 40,543.53 THB. This research provided practical implication for the NBTC in enhancing the efficiency of premium number allocation. The results could serve as a reference for setting appropriate price levels, refining pricing strategies based on consumer behavior, and improving auction formats to better align with market demand. Additionally, these insights could guide telecommunication providers in managing high-value phone numbers to escalate revenue and consumers’ satisfaction.

References

กรเอก กาญจนาโภคิน. (2561). การศึกษาปัจจัยแห่งความสำเร็จของการประมูลหมายเลขทะเบียนรถยนต์. วารสารสันติศึกษาปริทรรศน์ มจร, 6(3), 970-984. https://so03.tci-thaijo.org/index.php/journal-peace/article/view/111045

ทศพร ศรีตุลา. (2563). เปิดความหมายมงคลเลข 9 ตามความเชื่อของไทย-จีน. AMARIN TV. https://www.amarintv.com/news/detail/44513

ปรเมธ บุญมี. (2565). ปัจจัยด้านตัวเลขต่อผลการประมูลเลขหมายโทรศัพท์สำหรับบริการโทรศัพท์เคลื่อนที่ที่เป็นเลขหมายสวย: กรณีศึกษาของประเทศไทย. วารสารวิชาการ กสทช. ประจำปี 2565, 6(6), 149-174. https://so04.tci-thaijo.org/index.php/NBTC_Journal/article/view/260594

พรเพ็ญ ฮั่นตระกูล. (2562). สิ่งมงคลและอัปมงคลของเวียดนาม ตอนที่ 1. สำนักงานราชบัณฑิตยสภา. http://legacy.orst.go.th//?knowledges=สิ่งมงคลและอัปมงคลของเ-3

สุรพล ตรัยศิริกมล และ พินทุพร ตีรสวัสดิชัย. (2562). ตอบโจทย์มูลค่าเลขหมายสวย. วารสารวิชาการ กสทช. ประจำปี 2562, 3(3), 170-193. https://so04.tci-thaijo.org/index.php/NBTC_Journal/article/view/213328

Bajari, P., & Benkard, C. L. (2005). Demand estimation with heterogeneous consumers and unobserved product characteristics: A hedonic approach. Journal of Political Economy, 113(6), 1239–1276. https://doi.org/10.1086/498586

Chen, T., Karathanasopoulos, A., Ko, S. IM., & Lo, C. C. (2020). Lucky lots and unlucky investors. Review Of Quantitative Finance And Accounting, 54, 735-751. https://doi.org/10.1007/s11156-019-00805-8

Chevalier, J. A., & Goolsbee, A. (2003). Measuring Prices and Price Competition Online: Amazon.com and BarnesandNoble.com. Quantitative Marketing and Economics, 1(2), 203–222. https://doi.org/10.1023/A:1024634613982

Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley and Sons.

Dehaene, S. (1997). The Number Sense: How the Mind Creates Mathematics. Oxford University Press. https://cognitionandculture.net/wp-content/uploads/the-number-sense-how-the-mind-creates-mathematics.pdf

Ekeland, I., Heckman, J. J., & Nesheim, L. (2004). Identification and Estimation of Hedonic Models. Journal of Political Economy, 112(S1), S60–S109. https://doi.org/10.1086/379947

Hassler, U., & Pohle, M. (2022). Unlucky Number 13? Manipulating Evidence Subject to Snooping. International Statistical Review, 90(2), 397-410. https://doi.org/10.1111/insr.12488

He, J., Liu, H., Sing, T. F., Song, C., & Wong, W. (2018). Superstition, Conspicuous Spending, and Housing Market: Evidence from Singapore. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3120932

Jung, C. G. (1976). Collected Works of C.G. Jung, Volume 18: The Symbolic Life: Miscellaneous Writings (G. ADLER & R. F. C. HULL, Eds.). Princeton University Press. http://www.jstor.org/stable/j.ctt5hhr3v

Meng, F., Sun, H., Xie, J., Wang, C., Wu, J., & Hu, Y. (2021). Preference for Number of Friends in Online Social Networks. Future Internet, 13(9), 236. https://doi.org/10.3390/fi13090236

Minitab Blog Editor. (2013). Regression Analysis: How Do I Interpret R-squared and Assess the Goodness-of-Fit?. Minitab. https://blog.minitab.com/en/real-world-quality-improvement/regression-analysis-how-do-i-interpret-r-squared-and-assess-the-goodness-of-fit

Ng, T., Chong, T., & Du, X. (2010). The value of superstitions. Journal Of Economic Psychology, 31(3), 293-309. https://doi.org/10.1016/j.joep.2009.12.002

Rosen, S. (1974). Hedonic prices and implicit markets: Product differentiation in pure competition. Journal of Political Economy, 82(1), 34–55. https://doi.org/10.1086/260169

Shum, M., Sun, W., & Ye, G. (2014). Superstition and “lucky” apartments: Evidence from transaction level data. Journal Of Comparative Economics, 42(1), 109-117. https://doi.org/10.1016/j.jce.2013.10.001

Smith, J. (2020). Numerology and consumer behavior: A psychological perspective. Oxford University Press.

Wong, W. K., & Yung, L. (2005). Do Chinese numerology and astrology affect the stock market?. Journal of Behavioral Finance, 6(3), 140–149. http://dx.doi.org/10.2991/ssmi-19.2019.35

Yamane, T. (1973). Statistics: An introductory analysis (3rd ed.). Harper and Row.