The Behavior Research Of The Shanghai Consumers Purchasing The Guessing Sports Lottery

In recent years,with the development of sports lottery,more and more scholars are concerned about the sports lottery consumers on the aspects of their characteristics and consumption habits.But as we all know,there are three kinds of sports lottery in China,including Lottery,Instant Sports Lottery and Guessing Sports Lottery.So the study on the whole sports lottery can not reflect the difference of the different types of lottery.And in this way,it is difficult to make targeted market promotion strategy.As the sports lottery type which is fulfilled with sport factors,the Guessing Sports Lottery‘s sales volume has been on the rising trend since 2001,and it has gradually occupied an important position in the sports lottery.But at present,the scholars did not much research on the subject of the Guessing Sports Lottery.In the current researches of the Guessing Sports Lottery,the researches on the subject of the Guessing Sports Lottery consumers' purchasing intention and behavior are the most important ones.With the mature development of the foreign Guessing Sports Lotteries,their relevant researches are more mature too,they have builded up the model between the consumers' purchasing intention and behavior.But taking Chinese different environment into account,it is necessary to build up our own study models.Based on the concern,this study,taking Shanghai as an example,and selected the Guessing Sports Lottery sales outlets,we choosed 350 Guessing Sports Lottery consumers as the survey objects,using the methods of literature,questionnaire and mathematical statistics,to study respectiveljy from the Shanghai Guessing Sports Lottery Consumers' structure,Shanghai Guessing Sports Lottery consumers ‘ purchasing status quo,the influence of the Shanghai comsumers sport habits to their purchasing intention and behavior and the build up of the Shanghai consumers' purchasing behavior model based on the Theory of Planned Behavior.And finally draw the following conclusions:First,the status quo of the Shanghai Guessing Sports Lottery consumers ‘ purchasing behavior.The Shanghai Guessing Sports Lottery consumers are most made of the young man whose age are between 21-40,mothly salary are between 3001-6000,graduated from high school and higher ones,and more like working in the company as staffs.The Guessing Sports Lottery consumers purchasing habit is that they spent about 51-200 Yuan on the Guessing Sports Lottery and the purchasing times are 1-15,and the amount of the money spent on the Guessing Sports Lottery is the 5%-10% of the mothly salary.Second,the impact of sports habits on the consumers' purchasing intention and purchasing behavior.The characteristics of the consumers' sports behavior are manifested in the participation of the sports and the concern about the sports information,but the performance of the sports events is generally observed.The concern about the sports information influences the consumers' purchasing intention and behavior.The participation of the sports influences the purchasing intention,watch sport events in person influences their purchasing behavior of the Guessing Sports Lotteries.Third,the build up of the Shanghai consumers' purchasing behavior model based on the Theory of Planned Behavior.Guessing Sports Lottery consumers' Purchasing Attitude and their Perceived Behavioral Control affect their Purchasing Intention,and the Purchasing Attitude has the more influence,the Subjective Norm do not affect the Purchasing Intention.The Purchasing Intention affect the Purchasing Behavior.