The Research Of The Lottery-buyer Emotion To The Post-purchase Behavior

As an important means of financing, lottery has been paid more and more attentions. The lottery industry has made great achievements after 20 years development and made great contributions to Chinese welfare service. But there are still some problems which hinder the healthy development in the lottery industry, such as homogeneous product between welfare lottery and sports lottery, oligopolistic competition, being keen on the lottery prize.The competition is increasingly serious nowadays, more and more manufacturers realize the importance of sustaining customers. As the most valuable resource, whether the losses of lottery-buyers plays an important role in China's lottery industry. Therefore, the research on the lottery-buyer is becoming more and more important. As the gambling product, activities such as the prize of the lottery, the frequency of the lottery, public advertisement, promotion etc, must affect the emotion of the lottery-buyers. But the research of the relations between the emotion and the post-purchase is rare, which is the origin of the thesis.The thesis puts the lottery-buyers as the research objects, defines the concepts of lottery-buyers emotions, lottery-buyers satisfaction, brand loyalty through reviewing the literature, and builds the structure model between the emotions and post-purchase behavior by introducing the concept of relationship commitment. The paper includes two parts briefly.First, the thesis defines the consumer emotion, satisfaction, relationship commitment and brand loyalty concept in the lottery industry according to the relevant literature review, measures the lottery-buyers emotions through the CES model and proposed the emotions lottery-buyers which is suited to China's conditions.Second, the thesis summarized the two factors which can lead to the lottery-buyer emotions due to the antecedent research: the emotions which are caused by the product attribute and the emotions which is caused by the beyond product attribute. The thesis also divides the emotions into negative emotions and positive emotions based on the research of foreigner scholars. Besides, the thesis conducts the research on the relations among the emotions, satisfaction, relationship commitment and brand loyalty. Although there is no obvious interrelation among the product attributes negative emotion and satisfaction, relationship commitment, brand loyalty. But the conclusion can bring the lottery managers some suggestions and practical meanings.