The Structure And Measurement Of Consumers Perceived Value Of Purchasing Guessing Sports Lottery

Customer perceived value concept was put forward in the 1990s,had caused the marketing researchers,consumption common concern of researchers and business practitioners,at the same time,creating and delivering excellent perception value for consumers become a new source of enterprise competitive advantage,was seen as an important content of customer value creation.With the gradual extension of perceived value theory and the enrichment of the research content,although some scholars introduced the theory of perceived value to the field of sports lottery,researched the perceived value of consumers purchasing guessing sports lottery in the process,however,for most sports features,presents the momentum of rapid development,and the most potential pool type sports lottery,studies perceived value of the "spring",it seems,was still not coming.According to the background and the problem,this study made perceived value as the breakthrough point,exploratory developed conceptual model concerning consumers perceived value of purchasing guessing sports lottery,prepared the questionnaire of the concept of consumers perceived value of purchasing guessing sports lottery to test the conceptual model.Study 1 aimed to analyze the the connotation and structure of the perceived value of consumers purchasing guessing sports lottery based on grounded theory research methods and ideas,and construct a model of the perceived value.To explore the structural characteristics of guessing sports lottery,by depth semi-structured interviews with 30 consumers of guessing sports lottery.The result of open coding,correlation coding,selective coding showed that:The conceptual model of perceived value has 5 dimensions include emotional value,social value,cognitive value,economical value and public value,include enrich life,experiencing excitement,love sports,social seeking,improving recognition,increasing experience,increasing knowledge,event information,reasonable price,return on investment,value for money,participating public welfare,sports development and assuming responsibility.Study 2 aimed to develop a multidimensional measure in relation to the perceived value of consumers purchasing guessing sports lottery through two rounds surveys with subjects from Hubei.A total of 211 consumers purchasing guessing sports lottery from Wuhan(Hankou,Hanyang,Wuchang)participated in the first survey.This survey was used to item analysis and exploratory factor analysis.A total of 404 consumers purchasing guessing sports lottery from Wuhan,Xian-ning,Enshi,Xiao-gan and Xiang-yang participated in the second survey which was designed to confirmatory factor analysis,reliability analysis and validity analysis.The results showed that the Perceived Value of Consumers Purchasing Guessing Sports Lottery Scale with 17 items consisted of five factors:Emotional Value,Social Value,Cognitive Value,Economical Value and Public Value.Cronbach's alpha coefficient ranged was 0.670,0.770,0.706,0.742 and 0.834.Perceived Value of Consumers Purchasing Guessing Sports Lottery Scale showed good psychometric properties including good fit for the data,discriminate validity and reliability.This scale can be used to measure the perceived value of consumers purchasing guessing sports lottery.Overall,the study explored constructed the conceptual model of the perceived value of consumers purchasing guessing sports lottery through the combination of qualitative and quantitative way,and worked out and tested the questionnaire of the perceived value of consumers purchasing guessing sports lottery,expand the theory and application field.