| With the increase of the amount of the public welfare fund of sports lottery,the practice of responsible lottery in our country is deepening.Lottery people are one of the important stakeholders for sports lottery organizations to carry out their social responsibility.Sports lottery organizations should fully protect the lottery people’s right to know and choose,and actively fulfill their social responsibility in the process of raising public welfare funds for sports lottery.The publicity work of sports lottery in China is an important link to transmit the social responsibility information of sports lottery and to guide the rational purchase of lottery.In this context,from the perspective of the perception of the lottery people,this paper analyzes the situation of the lottery people’s perception of the publicity effect of the public welfare fund for sports lottery in China,with a view to continuously improving the publicity efficiency of the sports lottery organizations in China,set up the image of responsibility lottery and put forward relevant suggestions.In this paper,the qualitative research and quantitative research methods are combined,first based on focus group interviews,using three-level coding of grounded theory to extract the concept category of public welfare fund publicity perceived value,on the basis of functional value perception,social value perception,responsibility lottery cognition and willingness to buy lottery,a theoretical model of the research has been formed,which provides sufficient support for the model construction through literature review and relevant theories.In the part of empirical analysis,based on 417 effective recall questionnaires,this paper makes descriptive statistical analysis and correlation analysis on the characteristics of Shanghai sports lottery demographics,using AMOS26.0 to construct the structural equation model of public welfare fund publicity effect function value perception and social value perception respectively,and to test the intermediary effect of responsibility lottery cognition,to verify the research hypothesis.The main conclusions of this study are as follows:(1)the perception of the publicity effect of the public welfare fund can be divided into two major dimensions: functional value perception and social value perception,people’s willingness to purchase lottery tickets will be positively influenced by the perception of the publicity effect of the public welfare fund and the cognition of the responsible lottery tickets,the knowledge of responsibility lottery plays a part of mediating role in the function value perception and the willingness to buy lottery,and plays a full mediating role in the social value perception and the willingness to buy lottery(2)in the aspect of purchasing lottery,with the increase of purchasing lottery frequency,Shanghai sports lottery holders’ perception of the publicity effect of the public welfare fund will also be enhanced;the probability lottery holders’ perception of the publicity effect of the public welfare fund is the highest,secondly,the people who buy the guessing lottery ticket have the lowest perception on the publicity effect of the public welfare fund.(3)the average number of times a week that the lottery ticket holders take part in physical exercise also has an effect on the perception of the publicity effect of the Commonweal Fund: with the increase of the exercise frequency,the perception of the publicity effect of the Commonweal Fund of Shanghai Sports Lottery ticket holders will have a small increase.Based on this,the following suggestions are put forward: to improve the environment for purchasing lottery tickets offline and strengthen the effect of online publicity;to subdivide the market for lottery tickets and implement the strategy of differentiated publicity;to pay attention to the popularization of the basic functions of public welfare funds and to deepen the awareness of responsible lottery tickets;to take the opportunity of national fitness as an opportunity,actively foster sports lottery consumption market. |
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