The Research Of Psychological Characteristics On Purchasing Sports Lottery Of "Tri-high" Consumers In China

In this study, using literature review, the psychology and behavior of "three high" lottery consumers in the domestic and international country are analyzed and reviewed, and carried out research on the psychology, behavior and satisfaction of "three high" sports lottery consumers in ten provinces and cities with questionnaires, interviews, observation and statistics, and conducted a survey analysis on the "three highs" lottery consumers'psychology who do not buy lottery, to explore the differences between "three high" lottery consumers and "three highs" people who do not buy lottery, in order to provide reference for developing further research ideas and drawing up targeted marketing strategies.The main results of this study are as follows:(1)The "three high" lottery consumers account for a small proportion in the body community structure of sports lottery in our country; the "three high" male lottery consumer group was significantly more than female; "three high" lottery consumers are mostly middle-aged;(2) In the view of the lottery consume behaviors of the "three high" lottery consumers, we can find that they mostly take part in lottery consume for many years, monthly lottery consume frequency, monthly lottery consume expenses and research time before the lottery consume are relatively less; the "three high" male lottery consumers are advanced to female consumers in lottery consume age, monthly lottery consume frequency and monthly lottery consume expenses;(3) In the view of the lottery consume psychologies of the "three high" lottery consumers, we can find that the cognition of lottery consume, the role of external information, the risk preferences of the lottery consume all have positive effects on the lottery consume intention, through stepwise regression analysis to establish the regression equation;(4) The "three highs" people who do not buy lottery agree to the act of the "three high" lottery consumers take part in lottery consume; In their opinions, they don't participate in lottery consume are mainly due to don't believe they will win and not interested in it; (5) The "three high" lottery consumers compare with the "three high" people who do not buy lottery are different in the economic utility, the consciousnes of risk, the cognition of lottery consume, the external factors, the intention of lottery consume and so on.(6) In order to encourage and guide more "three high" people to participate in lottery consume, it can take the following specific recommendations:strengthen the culture brand building of sports lottery; enlarge the public welfare propaganda dynamics of sports lottery; encourage the high quality talented person to participate in the undertaking and sales of sports lottery, popularize the collection culture of sports lottery, encourage more and more people to taoke part in collection.