Analysis On Purchase Intention Of The Eco-lottery

With the economic development, the environment suffers more and more. And the capitalshortage has become the main problem to fix the pollution. Meanwhile, the lottery is developingrapidly with a greater capacity to raise fund. The lottery also has a big advantage-no need torepay the capital and the interest and lower risk. Besides, the lottery still has a lots room todevelop. Under the background, environmentalists propose to issue the ecological lottery to raisefunds to fix the environmental problems. In this case, the paper’s contents are: what kind oflottery should be issued, which one is more attractive, how big the public willingness to buy theticket, how many factors affect the willingness. Based on those questions, I conducted aquestionnaire survey in Jinan resident. Through the survey, the paper statistically analyzeslottery-buying status and factors influenced the purchase of ecological lottery.Using different methods, the paper analyzes factors effected the purchase intention ofecological lottery. The paper has five parts: the first part introduces the research background, thesignificance and the contents of the text, the methods and the research thinking; the second partdefines the ecological lottery, summaries the theoretical foundations, states the necessity andfeasibility of issuing the ecological lottery, explains the purchase motivation and finds out theeffected factor; the third part includes research design and date collection; the forth part is themain part, including the prescriptive analysis and the measurement analysis on factors effectedthe purchase intention; the last part puts forward the conclusions, and comes up with thecorresponding suggestions.The main conclusions of prescriptive analysis are as follows:(1) Single young males with low education background and low salary have strongerwillingness to buy lottery;(2) Most know little about the ecological lottery; the Instant lottery is the most popularlottery and people put most focus on the rate of wining a prize.(3) Most respondents choose the paralleling method to issue the ecological lottery.(4) Lottery player buy ecological lottery mainly for environment protection, but also hopethe eco-lottery has a higher rate of return and win prize.(5) There are two reasons why respondents don’t want to buy eco-lottery: one is no such buying-habit, the other is transparency of public welfare fund is not satisfying.(6) Now days people both have environmental awareness and behavior, but the behaviorfall behind the awareness.(7) Most people are risk averters, but lottery-players are not.The conclusions of measurement analysis are as follows:(1) The sex factor significantly influences the risk attitude in95%.(2) Education, lottery-buying experience and environmental behavior significantly affectthe purchase intention of eco-lottery: the education influence is negative, the other is positive.Here are the suggestions: advertise the significance of environmental protection andeco-lottery; perfect eco-lottery’s issuing model; take measurement to translate the environmentawareness to behavior; perfect the eco-lottery’s operation model; legalize the eco-lottery’soperation market. I really hope this article could promote the development of the eco-lottery, andthe above suggestions could be useful.