Research Of Three Digital Lottery Technology-based Lottery-buyer's Behavior Model

Three digital Lottery is the representative games of China's small number lottery products . Since issue, this lottery is maintaining high-speed growth of sales. At the same time, the development of the lottery products also highlights some of its risks, and brings a range of social and economic problems, which has induced various attention to Gambling Industry's development and gambling behavior. During the Three digital Lottery's growth, its technology-based consumer group gradually expand.In this context,the research on the particularity of technology-based consumer group,has been a subject with practical and academic significance。In this paper, the analysis is done from the theory and practice dimensions. On the basis of literatures and field observations, concerning with Three digital Lottery's technology-based consumer group and according to the consumer behavior model, researcher constructs gambling behavior theoretical framework. Then,through structural equation analysis to test the theory behavior model.Finally, made proposals for the Three-figure lottery future development based on the results of theoretical analysis .We achieved some innovations which are reflected in the following three aspects:First,we established Three digital Lottery's technology-based consumer group's behavior model, put forward that products,personal and environmental factors are the model of the external stimulus variable,gambling motives and self-limited rationality are the key to the gambler's decision, participation and expenditure are external performance of gambling behavior.Second, we used cumulative prospect theory as a tool to explain gambling economic motives, proposed that gambling behavior of Three digital Lottery's technology-based consumer is limited rational decision-making behavior which based on an evaluation of the effectiveness.Last, In on the basis of empirical testing, we came to the conclusion that individual socio-economic status affects gambling behavior through motives and self-limited rationality,at the same time, micro-environment has a direct impact on gambling behavior.