| With the rapid development of sports lottery industry in China,all sectors of society have also paid more attention to the social responsibility of sports lottery.At present,Chinese scholars have conducted in-depth research on the social responsibility of sports lottery organizations,including the evaluation indicators of social responsibility,the supervision and management of social responsibility performance and how social responsibility performed by sports lottery organizations impact lottery buyers.The responsibility of charity and philanthropy,as the most unique and important one of sports lottery industry,how does the public understand and recognize it? Will the performance of it and how will it affect people's purchase of sports lottery? Based on these considerations,this study mainly researches the impact of the psychological cognition of sports lottery welfare fund on lottery buyers' purchase behavior.Based on the Theory of Reasoned Action and Theory of Cognitive Behavior,this thesis selects the lottery's psychological cognition as the independent variable,the lottery buyers' attitude towards the social responsibility performed by sports lottery organizations as the intervening variable,and the lottery buying behavior as the outcome variable,to analyze the impact of psychological cognition of lottery welfare fund of sports lottery people with different purposes on the purchase behavior.The author selects 550 sports lottery buyers randomly among sports lottery sales outlets in Shanghai as the survey object.Moreover,mathematical statistics methods,including independent sample T test,analysis of variance,correlation analysis and regression analysis are used to analyze the research data and then verify the hypothesis of this study.The conclusions are as follows:(1)The main purpose of sports lottery is to win prizes,then for entertainment and pastime and next is to support the development of public welfare,charity and sports undertakings in China.Furthermore,sports lottery buyers aimed at supporting public welfare,charity and sports development in China are more knowledgeable about all aspects of lottery welfare fund than those who do not.They have a more positive attitude towards relevant organizations in fulfilling their social responsibilities with respect to lottery welfare fund and are prone to have the habit of lottery purchase.(2)On the one hand,in the sample of sports lottery people with the purpose of public welfare and charity,their psychological cognition of sports lottery public welfare fund and their attitude towards the social responsibility of sports lottery organizations in fulfilling public welfare fund can positively affect the behavior of buying lottery;The psychological cognition of sports lottery public welfare fund will positively affect the attitude of sports lottery people towards the social responsibility of sports lottery institutions.On the other hand,in the sample of sports lottery people who have no charitable purpose,only the cognition of concept information can have a positive effect on the frequency of purchasing sports lottery and the amount of purchasing sports lottery;Their attitude towards the social responsibility of sports lottery institutions in fulfilling the public welfare fund only has a significant positive effect on two variables in purchase behavior —— pre purchase research time andpurchase amount;The psychological cognition of sports lottery public welfare fund will positively affect the attitude of lottery people towards the social responsibility of sports lottery institutions in fulfilling public welfare fund.(3)In the aspect of buying lottery frequency,there are two parts of sports lottery people with or without the purpose of public welfare and charity.Their attitude to the social responsibility of sports lottery institutions in fulfilling the public welfare does not play an intermediary role between the psychological cognition of sports lottery and buying lottery frequency;In terms of the amount of lottery purchase and research time before lottery purchase,compared with the sports lottery people without the purpose of public welfare charity,the attitude of the sports lottery people with this purpose towards the social responsibility of the sports lottery institutions in fulfilling the public welfare fund plays a part of intermediary role between the psychological cognition of sports lottery public welfare funds and the amount of money and the research time before buying lottery,while in the sample of lottery people without the purpose of public welfare,there is no such intermediary role.According to the conclusions drawn from the research,it is proposed to expand the publicity channels for lottery welfare fund,increase public awareness of sports lottery public welfare,improve publicity strategies,enhance the effectiveness of public welfare publicity,and strengthen the supervision of sports lottery administrative organizations to enhance the credibility of sports lottery. |
PDF Full Text Request