| Summary: | 碩士 === 國立成功大學 === 國際經營管理研究所碩士班 === 100 === This study adds to the body of literature that focuses on the tacit assumptions and inner workings of lottery players. This study presupposes that lottery play is not a sound financial decision. The relationship between lottery behavior and belief in luck and belief in control of that luck were examined. Structural Equation Modeling, with its ability to measure inter-related and tacit motivations, was used as the primary evaluation method. Largely an exploratory study in the Taiwanese lottery market, 230 useable surveys were collected with a broad swath of demographic information. Findings indicated that for Taiwanese players lottery behavior affected a belief in luck, a belief in luck affected belief in control, and lottery behavior did not affect a belief in control. Practical and theoretical implications of this research are examined as well as direction for future research.
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