| Lottery as a "smiling tax", has been in more and more countries pay more attention to. China welfare lottery for its "helped old, assistive, save orphaned, the poor," the release of the purpose, to get more and more public support. Since its release, after 28 years of rapid development, China’s welfare lottery circulation exceeded 200 billion yuan, more than 2059.68 one hundred million yuan, for the country to raise the chest more than 570 one hundred million yuan. Huge development space and growth speed, highlights the necessity of research on welfare lottery.However, welfare lottery in the context of the overall development trend for the better, some problems also increasingly highlighted in the process of development. Including welfare lottery behind the current management system and mechanism, and under the background of the welfare lottery for public welfare propaganda seriously, which leads to the less number of welfare lottery ticket buyers, fewer tickets per person, the high income group ticket less, the development of welfare lottery is a tricky fundamental problems. To this, to expand welfare lottery consumers, promote the sustainable development of the welfare lottery smoothly and promote the welfare lottery policy earnestly formulate, on the influential factors of the welfare lottery buying behavior and how to further promote the behavior of consumers to buy the color study has great practical significance.This paper, on the basis of relevant research results at home and abroad for reference, in shaanxi province as an example, the combination of quantitative and qualitative methods, the welfare lottery by shaanxi province star betting sites to buy lottery research of consumer groups, the welfare lottery buyers composition analysis the characteristic and its behavior, it is concluded that at present our province of the welfare lottery buying groups men more than women; Between the ages of 21 to 50 years accounted for 87.7%; In 1000-5000 yuan accounted for 87.4% of income; Month to buy the color value of 100 yuan of less than 78.83%; A month to buy the color frequency 10 times of less than 84.66%; Customize is issued about three times; Around to buy the color number is "U" type, eight people were less than 77%. After getting the descriptive analysis, using the analysis method of structural equation model to shaanxi province welfare lottery buying behavior related to the factors which influence analysis, obtains information color recognition, risk perception, can have significant effects on welfare lottery act, confirmed the existing hypothesis. Buy color cognition on color behavior of positive factors from big to small in turn is easy confidence, consciousness, consciousness is convenient; Color perceived risk on purchase behavior of negative factors affecting the order from large to small is social risk, financial risk, psychological risk, Color information affect the purchase behavior of positive factors from big to small in turn for social networks, shops, publicity and media.On this basis, the development of this welfare lottery, puts forward relevant policy Suggestions:increase the welfare lottery ticket public welfare activities propaganda, guide the welfare lottery consumers support for welfare lottery culture; Perfect welfare lottery management, the use of transparent lottery welfare fund; Innovative welfare lottery game, enlarge high income level lottery consumers; Open and transparent way of welfare lottery, perfect welfare lottery management support gonging CPA industry development, at the same time, comprehensive bets points expand and the improvement of the Internet lottery sales are the development direction of future welfare lottery. |
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