| In the study, the method of literature review of domestic and foreign relevant sports lottery consumer purchase sports lottery psychology and behavior research is analyzed and commented.,Through the questionnaire survey method, interview method, interview method and mathematical statistics to seven cities in jiangsu province in Jiangsu province sports lottery consumer purchase sports lottery psychology and the behavior, Through the investigation for behavior, motivation, attitude for purchasing, the basic situation analysis in different types of player for purchasing behavior, purchasing motivation, attitude for purchasing differences.On this basis, construct the sports lottery consumer purchasing "motivation-attitude"(M-A) model. Reveals the iangsu province sports lottery ticket sales market consumption potential, mining sports lottery consumer potential object, for the construction of the healthy sports lottery consumption group structure and the formulation of the targeted marketing strategy to provide reference. The main results of this study are as follows:Sports lottery consumer in jiangsu province for sports lottery play mainly is the arrangement3and5, DaLe arranged through, and seven digits, top gung blow, and choose five times a week, buy focused on1-2times, purchase decision to analysis and adopt lottery point boss opinion and the suggestion is given priority to, purchase time generally don’t fixed. In his weekly purchase amount of Sports lottery, male player purchase value is higher, consumer groups to the low income and low education mainly playerJiangsu province sports lottery consumer purchase motivation distribution is average, with bonus type and public welfare, a little more motivation in stability, public welfare and sports type of motivation is the most stable.when buying sports lottery attitudes, reason and loyalty to account for the vast majority. In the purchase sports lottery and purchase amount of sports lottery different gender and different age, different education level, different family income, different professional player are different; when buying a number of sports lottery, in addition to different age paragraph the player does not exist differences in other aspects, there is a difference, when buying sports lottery decision information sources, different age groups and different family income and different occupational differences; When buying sports lottery on time, but in different education level and different occupational differences.Different gender, different professions and different age in player delicious jabuticaba Popsicle type dimension differences; different family income, different careers, from different age paragraph the player in the bonus type dimension differences; in the entertainment and public welfare dimension, and separately only different family income and the registered permanent residence of differences between different player, but in sports type dimensions on the group player no differences, different age paragraph the player in reason and loyalty dimension differences; different education level of sports lottery consumer in the rational dimension differences; different professional player in the crazy dimension differences.Through sports lottery consumer purchase attitude and motivation of the correlation analysis and regression analysis, and gradually establish the different dimensions of "motivation-attitude"(M-A) model, With the bonus type and entertainment type motive for reason and obsession type attitude has positive prediction effect, and public welfare motivation to loyal attitude has negative predicator. |
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