| Summary: | 碩士 === 輔仁大學 === 體育學系碩士班 === 97 === The purposes of this study were to investigate the perceived value, consumer satisfaction and repurchase intention of sports lottery and to examine the differences on them among customers with different background variables. It also looked into the predicting effect of selecting variables on customers’ repurchase intention.
The study conducted a computer network survey with a researcher self-developed questionnaire, the “Relationships among Perceived Value, Consumer's Satisfaction and Repurchase Intention of Sports Lottery Survey”, to collect data. A total of 415 valid responses were completed. The conclusions of the study were as follows:
1. Sports lottery customers were mostly male, 18-25 years old,
college graduates, students, single, with monthly income less than
NT 10,000, spending NT 100 each time, purchasing less than one
time per month, purchasing at retail stores, betting on baseball
games, betting Run Line each game, constantly viewing sport games,
and having winning experience. The perceived values in a
descending order were “Emotion Value”, “Quality Value”, “Price
Value” and “Social Value” and consumer satisfaction scores from
high to low were “Service”, “Product” and “Image”.
2. There were significant differences on the value perception of
sports lottery among customers with different ages, educational
degrees, occupations, average monthly income, average spending
amount, purchasing frequencies, purchasing ways, sport selections,
and play selections.
3. There were significant differences on the satisfaction level of
sports lottery purchasing among customers with different ages,
educational degrees, occupations, marital status, average monthly
income, average spending amount, purchasing frequencies, sport
selections, play selections, sport games viewing habits, and
winning experiences.
4. There were significant differences on repurchasing intention of
sports lottery among customers with different ages, educational
degrees, occupations, marital status, average monthly income,
average spending amount, purchasing frequencies, sport selections,
play selections, sport games viewing habits, and winning
experiences.
5. There was a significant positive correlation between customers’
value perceptions of sports lottery and their purchasing
satisfaction.
6. The “Price Value” factor was the most effective predictor of
sports lottery repurchase intention.
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