Research On Purchasing Psychology And Behavior Of Sports Lottery Buyer In Qinzhou City

China Sports Lottery is a national public welfare lottery licensed by the State Council.The lottery public welfare fund raised by issuing sports lottery is widely used in the social public welfare undertakings such as humanitarian relief of the Red Cross,educational assistance,medical and health care,and assistance for the disabled.Sports lottery games are divided into three categories:guessing games,lotto games and scratch card games.Each game has a specific proportion of public welfare fund withdrawal.The sales scale of sports lottery tickets in Qinzhou City is expanding year by year.During the Twelfth Five-Year Plan period,Qinzhou City ranked second in the growth of sports lottery sales in Guangxi,and has maintained a good momentum of development since the beginning of the 13th Five-Year Plan.Sales increased from 0.23 billion yuan in 2011 to 184 million yuan in 2018,with an average annual growth rate of 34.57%,ranking the top two in the province.In order to understand the psychology and behavior of lottery buyers in Qinzhou,to better promote the sales of sports lottery tickets in Qinzhou,and to expand and optimize the structure of lottery buyers,the author carried out this survey and research activity.This paper carries out research through literature review and questionnaire survey,and uses SPSS22.0 and Excel software to analyze the collected data.The results show that the majority of the sports lottery lottery people in Qinzhou are male,more than half of the young and middle-aged people aged 26-40 years old,and the proportion of the lottery lottery people with college degree or above is relatively large.Sixty percent of the monthly lottery purchasing expenditure is less than 10 percent,and 9.2 percent of the monthly lottery purchasing expenditure is more than 30 percent.The main reasons for lottery users to choose games are their personal interests,simple playing methods and high bonuses.In the process of purchasing lottery,they mainly rely on their own research.In addition to the traditional shopping,Wechat has become the second largest channel for purchasing lottery.The top four motives for buying lottery are "winning the lottery","supporting public welfare","trying luck" and "entertainment".Most lottery buyers can maintain a stable mentality even if they don't win the lottery,but 1.5%of lottery users will have anger and self-blame.Most lottery users have correct understanding of the public welfare and random winning attributes of lottery tickets.Advertising of lottery tickets can promote lottery purchasing behavior,especially for lottery people with low educational leve1.9.2%of the lottery users have the tendency to buy lottery addiction.This group shows the trend that the lower the educational background,the lower the income and the older the age,the easier to be addictive to buying lottery.Four marketing strategies are put forward at the end of this paper.The first is to strengthen public welfare awareness and return to the original intention of issuance.The second is to strengthen public welfare propaganda and establish public welfare image.The third is to adjust the target group and make marketing more targeted.The fourth is to formulate effective measures to prevent and cure addiction to buying lottery.This paper can be used as the basis for decision-making of Qinzhou Sports Lottery Sales Organizations,and can also provide reference for colleagues in other regions.