A Study On Consumers’ Decision Of Guessing Sports Lottery Based On Means-End Chain

In recent years, public welfare fund of Chinese sports lottery has become an important source of funds of the development of sports industry in China, and is also an inexhaustible motive force for supporting it. Given the fact that there are many kinds of sports lottery in our country, the sale proportion of guessing sports lottery is lower than that of others. The purpose of this paper is to investigate the affecting factors on the purchase of guessing sports lottery. Taking means-end chain as the researching tool, the paper adopts the method of soft laddering interview. The results will be presented in a hierarchical value diagram. The results shows what the guessing sports lottery consumers care are the five determinant attributes, the pre-competition analysis, the odds, the kind and so on, and the nine results linked, fun, correct bet, wealth and so on, and the seven pieces of value linked, stimulation, fun in life, sense of achievement and so on. The conclusion is that in the part of value chain of guessing sports lottery, the main path is "the pre-competition analysis " linking with fun, correct choice wealth and stimulation.The paper creates perceived value diagram and validates the influencing paths of Chinese guessing sports lottery through structural equation model. The sales of Chinese sports lottery have increased steadily. However,compared with international standard, the sales of guessing sports lottery are low. The research aims to investigate the affecting factors on the purchase of guessing sports lottery by using quantitative method. The research is based on means-end chain mode and compares it with qualitative research, thereby new strategies are presented. The results indicate that what the guessing sports lottery consumers care constructs 3 structural equation models. They are pre-competition analysis--support the team--sense of achievement,etc, the odds--correct bet--simulation,etc, sports types--social contact--sense of achievement.Quantitative model shows that the key factor is the odds--correct bet--simulation mode.