An Empirical Study On The Impact Of Psychology On Behavior About Consumers Purchasing Numbers Sports Lottery In China

In recent years,the scale of China's sports lottery market has gradually expanded and its social influence has been continuously improved.Since the issuance of numbers sports lottery,it has been top-selling lottery in China's sports lottery market,playing a positive and important role in the development of social welfare and sports in China.The disadvantages of lottery can't be ignored either.The development of lottery in China has inevitably caused problems related to irrational purchases.The introduction of a series of policies also shows that the state attaches great importance to irrational purchases.Therefore,we should discovering the problems in the purchase of color psychology and the behavior of buying color of numbers sports buyers,and studying the related links in these issues has become a bottleneck in the process of fulfilling social responsibility of sports lottery institutions in China.This requires a comprehensive understanding of the current situation of the purchase of numbers sports lottery,so as to conduct in-depth research on its buying psychology and buying behavior.The empirical part of this study takes China's digital lottery as the research object,and surveys 3,738 digital buyers who sampled 6 cities nationwide.Using the methods of literature,interviews,questionnaires,and mathematical statistics,this paper investigates the psychology and behavior of the digital sports consumers lottery in China,and analyzes the psychology of buying color through the collected data.Behavior characteristics,and according to the characteristics of the purchase behavior,the digital purchasers are divided into two groups of high and low risk groups.The research conclusions are as follows:Firstly,digital sports consumers with different demographic characteristics have different psychological and behavioral characteristics.Specifically,male buyers are more likely to have the psychological problem of “ inability to quit gambling,predictive control and misinterpretation”;digital sports consumers generally have a higher age,and the tendency to generate psychological problems is more serious.The trend of divorced or widowed buyers is more likely to cause psychological problems than those who are married and unmarried,and the “inability to gamble” is the most serious;as the level of education increases,the psychological problem of buying color The possibility is reduced.Secondly,the different psychological dimensions of digital sports consumers have a positive impact on the purchase behavior.Thirdly,the demographic characteristics,psychology and behavior of high-risk and low-risk digital sports consumers are different,and the behavior of high-risk consumers is more affected by their psychological effects:Compared with low-risk buyers,the proportion of women is slightly higher,but the group is still dominated by males,and the color-purchasing group is younger and relatively less educated.It consumes time,energy and time spent on lottery.The funds are relatively small.Low-risk buyers are expecting to bring in gains or pleasures by buying lottery.The purpose and the stimuli of “be aware of the fact that they cannot control the suspension of purchases” will cause them to stop buying.The high-risk lottery is mostly young and middle-aged married men,with high school and secondary school qualifications,and has invested more time and money in purchasing lottery.High-risk buyers believe that buying color is a way to relieve stress and entertainment.It is expected to bring corresponding benefits and feelings through the Purchase behavior,but sometimes it will be excessive,that is,although they realize that they may have problems,it is difficult or Can't stop their own buying behavior.They will also feel that they can predict the purchase result through some prominent clues or past experience of winning or losing,so as to insist on purchasing a certain result.If they do not win the prize,they will feel that it is related to the previous luck and probability,whether it is making money or losing money,until they continue.Winning the prize and asking people who are lucky to buy lottery.The Purchase behavior psychology of high-risk purchasers has a greater impact on the purchase behavior.The specific performance is that high-risk buyers will have difficulty controlling their own purchases under the stimulation of the purchase experience and earnings.Skills and abilities can control the results of the draw,which makes you more obsessed with buying lottery and cannot stop buying.They will make a psychological level of cognitive reconstruction of the lottery results in the process of purchasing the lottery,so they must insist on buying the lottery whether they fail or not.Moreover,when they realize that they can't control their own abandonment,they are even more unable to stop buying.At the same time,high-risk buyers are more inclined to let lucky people replace their own purchases to increase the probability of winning.Low-risk buyers are relatively stable in such areas.This paper puts forward some targeted suggestions for the irrational purchase behavior of digital sports consumers in China: perfecting the game design of digital sports consumers,cultivating rational buying behavior;enhancing public welfare propaganda and guiding healthy purchasing psychology Screening for high-and low-risk digital buyers,and adopting targeted prevention measures.