| Summary: | 碩士 === 育達科技大學 === 資訊管理所 === 106 === On May 2nd, 2008, Taiwan issued its first sports lottery. Since the second sports lottery was launched on January 1st, 2014, the average monthly sales revenue has had a gradual increase from about 1.9 billion NT dollars. Though the sales amount of sports lottery has increased year by year, according to the prediction of a supervisor in the sports lottery issuing authority, the annual betting amount of underground betting has reached at least 150 billion NT dollars, which is far higher than the betting amount of legal sports lottery.
The present study is based on the theories of consumer motivation and consumer behaviors, aiming to explore consumer satisfaction, loyalty and consumer behavior of Taiwan Sports Lottery in Miaoli County for the purpose of having a better understanding of the needs of sports lottery consumers. It is hoped that the results of the present study can serve as references for the exploration of the current market conditions as well as future marketing. The present study used a standardized questionnaire as a method for data collection. The subjects involved were sports lottery consumers in Miaoli County. 457 valid questionnaires were recovered. The data was analyzed using descriptive statistics, independent t-test, one-way ANOVA, Chi-square test and Pearson’s correlation coefficient. The findings are as follows. First, the market of sports lottery is dominated by male consumers aged from 20 to 39, while female consumers account for 20 percent of the people surveyed. Second, for consumers who buy sports lottery, legality and safety are their main concern. On the contrary, reasonable betting odds are the main concern for those who choose underground betting. Third, people who have ever bet in underground betting sites have a lower level of satisfaction than those who have never bet illegally. Fourth, people having ever bet in underground betting sites have a lower level of loyalty than those who have never bet there. Fifth, the overall consumer satisfaction and consumer loyalty are positively correlated. The higher the consumer satisfaction is, the higher the consumer loyalty.
Based on the results above, it is recommended that the issuing authority come up with marketing strategies in accordance with consumer’s different traits, such as differences in gender (especially for female consumers) and age. The issuing authority should also provide more sportscasts as well as offer comprehensive games information and betting services. In addition, it is suggested that the issuing authority should increase single-event sports betting, lower the difficulty of winning and increase betting odds. By means of these concrete rewards, the issuing authority can attract the enormous betting money from illegal underground betting, which can successfully help increase the scale of Taiwan sports lottery, and stimulate the development of domestic sports-related industries.
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