The Effects of Perceived Risk, Leisure Constraint & Product Involvement on the Purchase Intention of Taiwan Sport Lottery

• Main Authors: Chi-tsung Wu, 吳祈聰
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/29367846530947934771

碩士 === 明道大學 === 產業創新與經營學系碩士班 === 97 === Since its public offering in 2007, Taiwan’s sport lottery has not reached the sales goals as expected. Such a failure might be attributed to reasons such as illegal gambling, lack of profound knowledge of sport affairs, as well as the global financial crisis. To increase the further acceptance of sport lottery, for raising the funds for the development of sport industry, it is important to have a deep understanding of the factors which might influence people’s purchase intention such as motives, constraints, and buying behaviors. In this study, literature reviews were conducted at first to construct the theoretical structure based on the construct such as leisure constraints, perceived risks, and product involvement; a quantitative study was then conducted to verify the structure proposed through questionnaire survey. A total of 294 valid samples were collected, and the research hypotheses were testified through the structural equations model (SEM). The study found that the leisure constraints has a positive influence on purchase intention, while the product involvement and perceived risks will positively influence purchase intention. Key word： Sport Lottery, Leisure Constraints, Product Involvement, Perceived Risks, Purchase Intention