A Study On Psychology And Behavior Characteristics Of "Student Lottery Consumers"

China sports lottery is lawfully issued in nationwide which approved by the state council, and the raised funds is mainly used for development of the sports industry and promote the development of nationwide fitness campaign. It is a public welfare career which is taken from the people and used for the people. China sports lottery has experienced more than 20 years of vigorous development and played a significant role in promoting social and economic fields, however, in the development process is gradually revealed some social issues. More and more lottery consumers have recognizing deviations from sports lottery, and the thermodynamic propaganda of lottery jackpot by social media makes the impact of lottery fever gradually expand to the campus. More student lottery consumers appear caused social and academic attention.In this study it summarizes the research of sports lottery consumers at home and abroad, based on the literature review, interview, questionnaires, observation and mathematical statistics for psychology and behavior research of student lottery consumers. The results are as follows:(1) Through demographic analysis, in terms of gender, male student lottery consumers are more than females; primarily bachelor's degree; the amount of time and expense are less; the most popular lottery is football lottery mainly choose by themselves; the reason why they buy lotteries is entertainment and prize.(2) Through demographic variables in behavior analysis of variance, male consumers are higher than females in several items like amount, frequency, etc. There are no significant differences among various behavior entries. There are significant differences in monthly purchase frequency and amount of money by different monthly living expenses.(3) Through demographic variables in psychological analysis of variance, education, living expense, frequency, etc. have significant differences in some dimensions. Gender and expense of time have no significant differences in all dimensions.(4) By means of the regression analysis, purchasing cognitive, economic utility and external information function have positive prediction on purchasing intention, and a regression equation is established by stepwise.(5)By variance analysis, there are significant differences in 5 dimensions, economic utility, risk preference, purchasing cognitive, external information function and purchasing intention, between student lottery consumers and normal students.(6) Proposed 6 targeted intervention strategies:to strengthen the will quality of students and enhance its internal resistance in press; to strengthen college students' positive guidance and values about lottery consumption; to strengthen sports culture construction in campus and rich college students' cultural life; to improve the management of sports publicity and create a good atmosphere in society.