| Summary: | 碩士 === 大葉大學 === 運動事業管理學系 === 101 === Abstract
In Taiwan, there is a popular sports game market demand that has existed for a long time, a large population prefers to watch sports competitions and participate in sports betting in their favorite events .
The purpose of this study was to explore the consuming behavior of sports gambling with survey methods in Central Taiwan, total of 300 valid questionnaire were received. The SPSS with descriptive statistics, independent sample t test, one-way ANOVA, and chi-square analysis were utilized in testing of samples for analysis. The results obtained are as follows:
1.The majority of sports gambling consumer are males; ages from 18 to 25 years; like watching baseball games and play basketball.
2. Sports betting behavior, most of the them had betting experience for one year or less, spent a maximum of $ 1,000 for each bet on one sport event.
3. The longer experience they had in sports betting, the higher bet and more betting event target were purchased each time either in sports gambling or sports lottery.
Based on the above results, the researchers recommended that the government sports lottery should enhance competitiveness, increase sports lottery betting play and provide diversified sporting events in responsing the demands of sports game consumer.
Keywords: Sports Betting, Sports Lottery
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