An Empirical Study Of Influence Of The Brand Personality Perception Of China Lottery On The Purchase Intention Of Lottery

The brand personality which has been a hot topic of brand research is considered to be thehighest level of consumer communication which could achieve a better spread andcommunication effects. Its research had been gave an insight into a given industry or productdeeply as the brand personality scale grow. Based on the brand personality theory and itsresearch trends, this paper had made an empirical study about brand personality on Chinaslottery after two rounds of research works, combined with the characteristics, developmentand research status of China’s lottery industry. Factor analysis, single factor analysis ofvariance, regression analysis and structural equation modeling analysis were used in thisstudy which made up the gaps of China’s lottery brand empirical research.In this paper, the first round of research determined our lottery brand personality traits. Itwas found that Welfare Lottery and Sports Lottery could be overviewed for eight and sixpersonality traits respectively. The second round of research was to understand people’sperception of personality traits of Welfare Lottery and Sports Lottery, and affections thatvarious perceptual dimensions play on purchasing intention to lottery. The result showed thatthere are some differences between perception dimension of the lottery personality traits andits traits dimension. People’s perception to Welfare Lottery can be divided into authority,popular and snobbish, as Sports Lottery can be divided into sports lottery characteristics andmale perception. Some personality perceptions were significant differences in people’sgender, age and frequency of purchase. Some type of personality perception would play apositive effect on people’s purchase intention to lottery. Such as authority perception canstimulate people’s purchase intention as snobbish perception does not work. I also found thatthe utilitarian of buy lottery did not affect the relationship above. Finally, based on thefindings of this paper, a number of management and marketing recommendations wereproposed combined with the development status of China’s Lottery. I wish the result of thisstudy would provide a valuable theoretical reference for China Lottery’s brand building inthe “12thFive-Year”.