| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === Sport lottery is a non-probability lottery. Consumers can collect and analyze game information to increase revenue. Consumers can also exchange information through the Internet. In previous research, scholars investigated that members of the group's identity is the main factor affecting knowledge sharing, whichmeans a higher degree of recognition would be more enthusiastic members of knowledge sharing. This study investigates knowledge sharing on sport lottery from a hierarchical perspective based on Mowen’s (2000) 3M model. The 3M model includes elemental traits, compound traits, situational traits, and surface traits. In this study, elemental traits, compound traits, situational traits, and surface traits are concerned aspersonality, need for cognition, need for arousal, social identity, and knowledge sharing. Through the hierarchical model, it investigates influences from social identity to knowledge sharing by consumers of sport lottery. This study conducts an empirical analysis of 225 valid respondents who have experience using sport lotteries. Then this study tested hypotheses by using the structure equation model. Results of data analysis revealed that significant effects occur between the Big Five personality (emotional stability, extraversion, openness to experience, agreeableness, and conscientiousness) and needs (need for cognition and need for arousal) except between openness to experience and need for cognition, between agreeableness and need for arousal. Moreover, the influence of need for cognition on social identity and the influence of social identity on knowledge sharing are both positively significant effects. This means that consumers having a higher degree of social identity are more willing to share knowledge. Therefore, practicians can use forums and other social sharing platforms to provide more information about sport lotteries, in order to attract consumers.
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