Relations Of Purchase Intention And Behavior In Sports Lottery Consumers In China

With the rapid development of sports lottery industry, more and more scholars are concerned about sports lottery consumers. As the main carrier of sports lottery sales and the main promoter of sports lottery development, the sports lottery consumers show what kind of behavior and psychological characteristics when purchasing sports lottery, and how is the relationship between their purchasing-lottery psychology and behavior. These are needed to be mastered in the future development of sports lottery, as well as the common theme for sports lottery researchers.At present, some scholars have basically investigated on the status of domestic sports lottery consumers’purchasing-lottery psychology and behavior, limited to a single region or a few variables, which are difficult to effectively reflect sports lottery consumers’purchasing-lottery psychology and behavior characteristics. In addition, the connection research of purchasing-lottery psychology and behavior is the core issue in the study of sports lottery. With the rapid development of foreign gaming industry, many foreign scholars have explored the connection of gaming consumers’psychology and behavior, and specifically constructed psychological and behavioral models for lottery consumers.It provides a basis for the construction of China’s sports lottery consumers’ psychological and behavioral models. However, the features of domestic sports lottery and sports lottery consumers are greatly different from foreign sports lottery’s and consumers’. Therefore,it is necessary to build a scientific and rational China’s sports lottery consumers’psychological and behavioral models. Based on this, the study, on the principle of stratified sampling, has drawn2426sports lottery consumers as research subjects from China’s10provinces and cities, using questionnaires, interviews and mathematical statistics. Conclusions are the following:First, the number of the sports lottery consumers:the total number of sports lottery consumers suitable for this study in our country is about20-30million.Second, sports lottery consumers’contracture:in sex, the ratio of male to female is approximately5:1;in age, sports lottery consumers are main young or middle age, and the number of21to50years old people is accounted for about90%,with more21-30years old and less the middle-aged;in degree, more high school or below, with the proportion of53percent, while the proportion of16.4percent in bachelor degree or above;in income, monthly income is mainly distributed in between＄1000-5000,with the proportion of80percent, and the proportion of monthly income more than＄3000is less half of the overall,while the proportion of monthly income more than＄3000is only15percent.Third, purchasing-lottery behavioral characteristics:Purchasing-lottery means is mainly to buy directly a lottery at the point of lottery sale, a small part through phone and very small through the website and SMS;the large part of purchasing-lottery types is the number and Lotto, and guess is only28.7%; near half of sports lottery consumers like to think about10minutes before purchasing, and the majority no less than30minutes; half of sports lottery consumers’monthly purchasing-lottery frequency is in10,and the majority no less than20;the mount of monthly purchasing-lottery is in100with more half of sports lottery consumers and the majority no less than200.Fourth, the psychological characteristics of purchasing-lottery:Survey results show that score in every purchasing-lottery psychology dimension is between3.35-3.78,and the average of external information function, economic utility and purchasing-lottery cognition is all above3.5, which shows that the external information has big influence on sports lottery consumers, the economic utility of sports lottery has been recognized and sports lottery consumers’cognitive level is considerate high. The average of risk preference and purchasing-lottery intention is all less than3.5, indicating the risk appetite of China’s sports lottery consumers is general. Young sports lottery consumers’score in purchasing-lottery cognition, risk appetite, economic utility and purchasing-lottery intention is all significantly less than the middle age sports lottery consumers’; With the growth of degree, their economic utility, external information function and purchasing-lottery intention Show a continued downward trend; The economic utility score between any two of four sets of the sports lottery consumers with monthly income were significant differences and with the growth of monthly income, economic utility score obviously decrease. The scores of external information function and purchasing-lottery intention for sports lottery consumers with more1000monthly income are the least.Firth, purchasing-lottery psychological and behavioral models:two paths, economic utility and purchasing-lottery behavior, and risk appetite and purchasing-lottery behavior, their path coefficient was not significant in the statistical sense. Hypothesis testing of the remaining seven paths are significant in the statistical sense. Purchasing-lottery intention is directly affected by four variables of purchasing-lottery cognitive, economic utility, risk appetite and external information function; Lottery intention, cognition and external information function can effectively predict purchasing-lottery behavior. Goodness-of fit index of sports lottery consumers’purchasing-lottery psychological and behavioral models after being revised is greatly high.