新竹地區運動彩券消費者購買動機、涉入程度與消費行為之研究

• Main Author: 范盛傑
• Other Authors: 張少熙
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/20668606081188261835

碩士 === 國立臺灣師範大學 === 體育學系在職進修碩士班 === 99 === Sports Lottery Act, issued on January 1st 2010, specifies that 90 percent of the profit grained from sports lottery deals will be preserved for sports and exercise development. The purpose of this study was to examine the present marketing of Taiwan Sports Lottery and to offer suggestions for future promotion. Based on theories of purchase motivation, involvement, and consumer behavior, the characteristics and consumer behavior of Taiwan Sports Lottery consumers in HsinChu were investigated via questionnaire. The valid 407 questionnaire samples were analyzed by descriptive statistics, factor analysis, cluster analysis, discriminate analysis, t-test, one-way ANOVA, chi-square test, and Pearson product-moment correlation. The results were (a) males ranging from 21 to 40 years old were the major consumers of Taiwan Sports Lottery, while females tended to buy the lotteries online; (b) the participants expected the profit gained from Taiwan Sports Lottery deals to be utilized to meet the practical needs of the public; (c) the participants bought the lotteries either through physical or virtual sales channels; (d) more males considered buying the lotteries a habit, and those who watched sports games daily as well as those who frequently participated in sports and exercise revealed deeper purchase involvement; (e) participants with different characteristics showed significantly different consumer behavior; (f) participants with deeper involvement had stronger purchase motivation. The implications of the findings include (a) different marketing strategies applied to attract consumers with different characteristics; (b) actively improving virtual sales channels; (c) developing purchase habit of males who are fond of sports and exercise; (d) suggesting the authorities to frame profit policies that satisfy practical needs of the public.