| Summary: | 碩士 === 國立屏東教育大學 === 體育學系 === 98 === This purpose of this study was to explore Taiwan Sports Lottery consumer behavior, consumer motivation and purchase decision-making at Pingtung county. The questionnaire survey focused on Taiwan sports lottery consumer in Pingtung county.
The totally 451 questionnaires were accepted. SPSS v17.0 software was used for statistical data analysis, descriptive statistics, T-test, one-way ANOVA, Scheffe'' posterior comparisons, and Pearson’s correlation analysis were administered.
The results of the study were as follow:
1. The principal Taiwan Sports Lottery consumers in Pingtung county were between 18 to 50 year-old males, their education background were college at most.
2. The Taiwan Sports Lottery consumer behavior in Pingtung county consumed 0-2 times a week, spent
100-500 NT each time, and baseball was the sports event they purchased most often.
3. The education level, and the average monthly income of the Taiwan Sports Lottery consumer in Pingtung county have the significance difference among their consumptive motivation.
4. The education level, and the average monthly income of the Taiwan Sports Lottery consumer in Pingtung county have the significance difference among their purchase decision-making.
5. The consumptive motivation of Taiwan Sports Lottery in Pingtung county had a highly correlation with their purchase decision-making.
According to the above results, the researcher suggests that Taiwan Sports Lottery company may set up the goal toward developing the mass market, Increasing the single sports event purchase and telecasting the more sports events, in order to raise the consumptive desire of the sports lottery consumer.
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