A Research On Psychological And Behavioral Characteristics Of Different Types Of National Sport Lottery Consumers

An in increasing number of scholars start to concern the lottery consumers with the rapid development of China Sports Lottery. As the main consumption group, the psychological and behavioural characteristics of those lottery consumers are the fundamental information that needs to be realized in the long term. These issues also attract a number of related scholars to study over.In addition, with the flourish of China Sport Lottery industry and the increasing demand of the lottery consumers, a plenty of new different type of sport lottery appear on the market. Currently, there are four types of sport lottery in China sport lottery market: scratch card, sport-betting, lotto, and video lottery, which are totally different. Present research shows that lotto is simple, highly random and has great wages. Scratch card is good looking, fast, and has a lot of small prizes. Sport-betting is skilful, exciting and unpredictable. Video lottery is highly frequent, and has much more levels of bonus. Therefore, the four types of China sport lottery are unique respectively and they target different consumption group.Sport lottery consumers may incline to purchase one specific type of sport lottery during their long-term lottery purchase. So is it possible that those lottery consumers who would usually like to purchase one specific type sport lottery of the four may have certain particular psychological and behavioural characteristics? Desmond Lam (2007) found that the purchase motivations of different types of sport lottery consumers are various. Li Gang (2007) found that lottery consumers show high loyalty to specific type of sport lottery. Therefore, the research on psychological and behavioural characteristics of different types of national sport lottery consumers is significant.Moreover, the existing sport lottery consumers’studies are mostly related to certain one single type of sport lottery consumers instead of the comparison study of the four different types of lottery consumers. In addition, these researches are mostly developing from the perspective of gambling addiction instead of the deep research of lottery consumers’psychological and behavioural characteristics.A random questionnaire survey was conducted with different types (lotto, sport betting, scratch card, video lottery) of national sport lottery consumers (N=1552) from10provinces in China. Analyses were performed to assess and compare the psychological and behavioral characteristics of these four types of national sport lottery consumers. The results showed that: (1) purchase cognition most significantly predicts the purchase intention of both lotto consumers and sport bettors; the function of extraneous information significantly predicts the purchase intention of scratch card consumers; risk inclination significantly predicts the purchase intention of video lottery consumers.(2) First, most sport bettors and scratch card consumers get relevant lottery information through Internet; most lotto consumers get relevant lottery information from the advertisements in lottery stores; most video lottery consumers get relevant information from TV. Second, the ratio of monthly purchase amount to income of sports-bettors is higher than that of other three types of consumers; lotto consumers purchase most frequently while scratch card consumers purchase least per month in the four types of consumers; sport bettors spent the maximum time for thinking before they purchase while scratch card consumers spent the minimum in the four types of consumers.