| In this paper, 400 sport card buyer take Changchun 8 County 40 sport cards as the object of study, studies it the information need to purchase the behavior in the purchase lottery ticket process the influence. This research goal lies in: Analyzes the different background, the type sport card buys the color, in information need, purchase way and purchase behavior aspect difference; Thus further infers the information need whether can promote the sport card sale and the marketing. Through using literature methods and so on material law, interview law, questionnaire survey procedure, mathematical statistic conducts the research, always provides Through IBM SPSS20, carries on the project analysis, the descriptive statistics, the independent sample T test, the single factor variance analysis, the Pearson difference to the recycling sample analyzes extremely. Result demonstration:1. sport card purchase crowd mainly take male, married, technical college above education level as main purchase crowd, 26-40 year old of age section crowd majority, in which occupation mainly is occupies the overwhelming majority by the company officers and the working class.2. sport card buyer information need has the obvious forecast ability to the consumer behavior to achieve 51.2%, the sport card buyer information need and the consumer behavior present related level. Television sport program to expends concentrates the way correlative value to be highest achieves 40.9%, indicated buyer looker-in sport card “television sport program” more, concentrates the wish to the sport card to be higher, the displayed information demand and the consumer behavior relevance is high. But is concentrating the purchase aspect, the television sport program concentrates the size correlative value next best to it.3. affects the consumer lottery ticket purchase behavior in the factor individual factor and the psychological factor occupies the dominant position, specially the psychological factor plays the decision role. The consumer can along with becomes even more to the sports event understanding and the attention time increase is infatuated; When the consumer watches or the participation competition purchases the lottery ticket to be able even more to stimulate it to team’s ownership and to the competition fervor, thus causes its competition to become the frequency which even more the interest increase purchase concentrates; Says or the purchase time not long person in view of the beginner, their urgent need one simple way and the channel increase own experience and the sports event knowledge, at this time the information dissemination and the transmission changes important especially, when the information obtains the accurate transmission then to be possible to increase the sport card directly concentrating with the sale.4. sport card information need to purchases the behavior to assume the linear relations. The sport card purchase motive pattern displayed information demand to buys the behavior the direct influence effect to be highest again, the sport card buyer information is specially more symmetrical more trusts, can purchase once more the probability is quite high. The linearity relationship analysis by acts according to has the information acquisition competition to concentrate the non-information acquisition congenial probability must be much higher than, simultaneously the consumer can along with to the sports event information reliable degree.This research hope through buys the color information need to the sport card the research, the analysis influence sport card buyer consumer behavior factor, promotes Changchun sport card sale, the release and the body color control section may make conforms to the market demand decision-making, builds diligently positively purchases the sport card enthusiastically the atmosphere. |
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