The Research on the Consumers Behavior Model of Purchasing a Sports Lottery

• Main Authors: CHEN, KUEI-PENG, 陳貴鵬
• Other Authors: HSU, MAO-CHOU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/4x5j5y

碩士 === 大仁科技大學 === 休閒事業管理研究所 === 107 === The purpose of this study was to understand consumers purchasing behavior patterns of the sports lottery. Based on the theory of planned behavior, this study combines the variables of perceived usefulness and perceived accessibility of technology acceptance model to constitute consumers purchasing behavior patterns of sports lottery tickets. In this study, 372 research samples were collected from March 11 to 20, 2019, using the method of online questionnaires. SPSS20.0 software was used for descriptive statistical analysis, the AMOS20.0 software was used for descriptive statistics, convergence validity, discrimination validity and structural equation model fitness test to verify the relationship between the research variables in the analysis framework. The results showed that perceived accessibility has a significant impact on perceived usefulness (0.74*); perceived accessibility has a significant impact on attitudes (0.57*); perceived usefulness has a significant impact on attitudes (0.15*); perceived usefulness has a significant impact on behavioral intentions (0.26*); attitude has a significant impact on behavioral intentions (0.34*); subjective norms have a significant impact on behavioral intentions (0.15*); behavioral control perception had significant influence on behavioral intention (0.33*); behavioral intention had significant influence on actual behavior (0.34*); behavioral control perception had significant influence on actual behavior (0.55*). Finally, according to the findings of the study, specific suggestions for this study are put forward: (I) Developing sports lottery proprietary APP software, providing online payment platform for consumers, (II) Establishing baseball community network, providing consumer-related knowledge as a reference for betting. The formulation of marketing strategies and follow-up research were provided to the relevant units of sports lottery operation on sports lottery as a reference.