| Summary: | 碩士 === 國立臺北大學 === 財政學系 === 94 === The purpose of this paper is to understand what the key factors of influencing public welfare lottery ticket “public welfare image” are. And for being taken as the suggestions of improving public welfare lottery ticket “the public welfare image” to the related units (Ministry of Finance, The Bank of Issue, The Dealers and so on).
We select the following several factors of influencing public welfare image to make the real diagnosis analysis
I. Government units:
II. The Bank of Issue:
(1) Enterprise image (2) Brand effect (3) Public welfare advertisement
III. The Dealers:
IV. Social welfare organizations:
(1) Utilization of the lottery ticket earnings (2) Scope of deriving benefits
The statistical analysis methods mainly have the Descriptive statistics analysis, the Reliability and the validity analysis, the independence analysis, the factor analysis, the Cluster analysis and the regression analysis.
Independence analysis showed that no matter what the quality of the dealer image is, the conduct of purchasing a lottery ticket has no any relevance to that. From the result of the factor analysis, rename the original variables as follows:
(1) “Public welfare image and brand of the Bank of Issue and the Dealers”
(2) “Adaptability of earnings utilization”
(3) “Public welfare activity and public welfare advertisement”
From the result of the colony analysis, we divide the populace of being asked questions into three crowds:
(1) “Figures of caring social welfare”
(2) “Lottery ticket gamblers”
(3) “Figures of caring lottery ticket public welfare image”
The regression model uses stepwise regression equation to choose the suitable variables, and select three independent variables as follows: strength and the weakness of brand effect, earnings distribution and justice utilization of lottery ticket, and promotion of lottery ticket public welfare image.
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