| By the end of 2015,China's sports lottery has accumulative total sales of 1.0445 trillion yuan,raising 289.9 billion yuan of public welfare fund(the State General Administration of Sport,2015),and it becomes one of the best-selling countries of sports lottery sales.With the high-speed growth of our country sports lottery industry,there also appeared some contradictions and concerns,including the problem of low class sports lottery holders.A low-income resident in China according to the survey compared to other classes punters buy color more,have accounted for more than 50%of the total number of sports lottery holders.As is known to all,the purpose of sports lottery issuance is to raise public welfare funds,helping the poor,but low-income people buy more lottery tickets.Therefore,the research of psychology and behavior about low-income holders is the crucial content to promote the sports lottery.The paper analyzes the low income lottery holders current lottery purchase and psychological characteristics from ten provinces or municipalities and the subordinate cities,through the interview method,questionnaire survey method and statistical method.from ten provinces or municipalities and the subordinate cities,through the interview method,questionnaire survey method and statistical method.It also compares the psychological characteristics of high-income lottery holders with the low ones,exploring the factors that influence the lottery holders'rational purchase,which will provide some reasonable advice and reference data for the healthy and steady development of Chinese sport lottery industry.Based on the psychological and behavior of low-income sports lottery holders,the paper summed up the following conclusions:(1)Analysis of the current situation on low-income sports lottery groups:In the study of sports lottery groups,low-income sports lottery groups accounted for larger proportion and more people are middle-aged,male and those who graduated from technical secondary school and high school.Low-income group mostly like to choose Big Lotto and something like this,which are simple to make sense and of great enterntaiment.(2)Characteristics on purchase behavior of low-income sports lottery groups:Low-income holders choose their own lottery Numbers at some points.They mostly like to choose Big Lotto and something like this,which are simple to make sense and of great entertainment.The low-income group purchase higher,that is,the proportion of the monthly purchase amount of income is higher than the overall level.In addition,different gender,age and degree of low-income punters buy them frequently and the time have significant differences in particular.Specifically,low-income male punters is higher than female resident in the frequency of buying lotteries;The higher the age and the educational background are,the frequency and the time are also higher.(3)Psychological and behavior of sports lottery holders:from the point of view of sports lottery group of low-income and high-income sports lottery,sports lottery low-income and high-income sports lottery groups in economic utility,risk preference.Generally speaking,the psychology of different gender and academic punters is also different.Highly educated low-income resident are affected by lottery economic utility and external information less,while low-income men are higher in the level of punters external information than women,besides,people with bachelor degree have appetite in risk,while the one with college degree are minimum.In conclusion,low-income sports lottery holders have their own specific characteristic,and economic utility and external information are the main factors that influence their purchase.In order to prevent or reduce low-income groups purchase behavior,suggestions are as follows:strengthen advocation to enhance sports lottery public welfare propaganda work and encourage high-income groups to concern about the lottery sales work to enhance the consciousness of social public welfare services. |
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