The Relationship on Purchase Motivation、Awareness and Bet Strategy of Lottery

• Main Authors: Cheng, Sheng-Tzu, 鄭勝次
• Other Authors: Shang-Pao Ye
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/86445445701686438111

碩士 === 義守大學 === 管理學院管理碩士在職專班 === 101 === 　　Numbers of people want to be billionaire, and the fastest way is to be the lottery winner to get rich quick. The government agency makes active development to various types of lottery to stimulate the consumer to continue to buy the lottery. The study aims to analyze the purchasing motivation and purchasing intentions of lottery buyers to understand if different demographic variables has different influence on purchasing motivation and purchasing intentions of lottery buyers. Betting strategy is applied to explore the betting behavior of lottery buyers as the follow-up investigation. The study aims to understand the behavior of lottery number selection of the general lottery buyers during the estimation of purchasing motivation and purchasing intentions of lottery buyers to estimate the intention efficiency for continuous purchasing lottery of lottery buyers. The purpose of the study aims to explore the relationship between the lottery’s purchase motivation, purchase intention and betting strategy. Data were collected from consumers of both sexes and at every age populations of lottery stores of different districts in Kaohsiung City. Data were measured by a structured questionnaire. A formal questionnaire was developed after the pretest. 283 available questionnaires were retrieved. Research tools include purchasing motivation scale, purchasing intentions scale, and betting strategy scale. The data were analyzed by descriptive statistics, reliability test, factor analysis, and multiple regression analysis. The conclusion of the research as follows : 1.Purchasing motivation has a significant positive effect on purchasing intention. 2.Betting strategy has a significant positive effect on purchasing intention. 3.Betting strategy has a significant moderating effect on purchasing motivation and purchasing intention. Our results allow us to offer research conclusion, the conclusion, suggestion and limitation of research.