Life Style And Perceived Risk Influence To The Sport Lottery Consumer's Purchase Decision In Sport Lottery Industry

Regarding sport lottery particularity,and conceptual of framework is based on E-K-B consumer behavior model which is combine to life style.The study used sport lottery consumer as an example to discover the similarities and differences of preferences for purchase decisions and perceived risk among various consuming group,further to explore the effects of perceived risk to consumer purchase decisions.It is expected that the results of this study could have some benefits to the sport lottery marketing.The study shows,through the process of segmentation,three consumer groups: pursue actual value,fashion-showing and excellent of moral.And further shows follows:1.In population statistics variable,there exist significant differences in age,record of formal schooling,month income and occupation.But do not have difference in sex.2.There exist significant differences between market segmentation in the following purchase decision variables:a time of very month purchases the lottery ticket,choose the kind of lottery,motivation,and continually time buying.But have no difference in amount to each time purchase lottery tickets,way of know the sport lottery and satisfaction of purchase.3.There have no significant difference between life style and perceived risk4.There have significant difference between perceived risk and consumer purchase decision.