| Summary: | 碩士 === 華梵大學 === 工業工程與經營資訊學系碩士班 === 106 === The purpose of this study is to explore the impact of different personal traits on the purchase motive and the willingness to purchase and the degree of involvement in the purchase of sports lottery when purchasing sports lottery tickets for the relationship between the purchase motive and the willingness to buy. The study was conducted for the bettors of the Taipei City betting station, with 400 questionnaires and 366 valid samples.
The results of this study are as follows:
In the analysis of differences in the purchase of motives, there is only a significant difference between the number of children and the number of children, and the number of children is higher than the number of children.
Second, in the different degree of involvement in the purchase of the difference between the analysis, the high involved in the purchase of motivation is higher than moderate involvement
Third, in the analysis of the differences between the individual characteristics and the purchase intention, only the gender, age and the number of children there are significant differences in the purchase price of men than women, younger people willing to buy higher than the elderly, the number of children The less the number of people who buy motives than their children.
Fourth, in the different degree of involvement and purchase intention analysis, the high involved in the purchase of motivation is higher than moderate involvement.
Fifth, the purchase of the purchase intention has a significant positive impact.
Six, the degree of involvement in the purchase of motivation and the willingness to buy a significant interference effect.
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