The Study Of Psychology And Behaviour Characteristics Of "Female Consumers In Sports Lottery"

China’s sports lottery has experienced more than20years of vigorous development and played a significant role in promoting social and economic fields. There are some some excellent results in the subject of psychology and behavior research of lottery consumers, but so far, specifically for the female researches are inadequate in this field.In this study it summarizes the research of sports lottery consumers at home and abroad, based on interview, questionnaires and mathematical statistics for psychology and behavior research of student lottery consumers. The results are as follows:(1) In the demographic variables, female lottery consumers accounts for less overall proportion in the whole sports lottery consumers; most of them are married; the majority of them has high school and below qualifications, then college education is less, undergraduate education is the least; most of young women; mainly the low-income monthly.(2)Female lottery consumers’behavior characteristics: nearly half of female consumers spend less amounts to buy lotteries, and the proportion of cost in monthly income and the amount of purchase per time are significantly lower than male consumers; often buy digital types of games, and the proportion of buying scraping lotteries is significantly higher than male consumers, the purchase of athletics lotteries’ ratio is significantly lower than male consumers; the main reason of purchasing is easy to understand and the proportion is significantly higher than male consumers.(3)Female lottery consumers’ psychological characteristics: female lottery consumers with different degrees have significant differences in the dimensions of economic utility, risk preference, the effect of external information and the intention of lottery purchasing; women of different income have significant differences in the dimension of the economic utility.(4)The specific factors of purchasing behavior: close to half of the female consumers would increase cost when they feel confident or it’s a special date, and selecting the specific date is significantly higher than male consumers; the purchasing behavior and attitude of family is an important factor to affect female consuming.(5)Female consumers’ purchasing cognitive score is higher significantly than female non-consumers’ with higher and lower intention, female non-consumers’ with higher intention is higher significantly than the lower intention. Female non-consumers’ risk appetite score whose families purchase lottery are higher significantly than female non-consumers’ whose families don’t purchase lottery; In high and low-intention group of female non-consumers, the effect of external information score of family who buy lotteries is significantly higher than those who don’t; In the economic utility dimension, the score of family-consumers female is significantly higher than the family non-consumers; the economic utility of female consumers is decreased by the increase of education.