| Summary: | 碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所在職碩士班 === 101 === Sports Lottery Act, issued on January 1st 2010, specifies that 90 percent of the profit grained from sports lottery deals will be preserved for sports and exercise development. However, the actual sales failed to achieve such goal, indicating that the existing marketing strategies are considered feeble and fruitless. The purpose of this study was to examine the baseball knowledge, involvement, and consumer behavior of sport lottery consumers in Taipei; while further investigate baseball knowledge to offer suggestions for future promotion.The study focuses on consumers of sports lottery in Taipei whose experience was investigated via questionnaire. 388 valid questionnaire samples out of 500 were analyzed by descriptive statistics, factor analysis, cluster analysis, discriminate analysis, t-test, one-way ANOVA, and Pearson product-moment correlation.The results were (a) young males are the major consumers of Taiwan sports lottery; (b) consumers of sports lottery in Taipei get 21.42 correct answers out of 30 questions in average; (c) most participants make small purchases; (d) the demographic variables of the consumers of Taipei does affect their scores on the baseball knowledge; (e) there is no significant connection among consumer involvement and their knowledge of baseball; (f) there is no significant connection among consumer behavior and their knowledge of baseball; (g) the involvement of the consumers of Taipei shows remarkable significance in their behavior. According to these findings and results, the study suggests that (a) a question bank or praxis should be established as the basis to distinguish consumer knowledge; (b) the marketing strategies, product design, and betting odds are still expected to be improved; (c) both virtual and internet sales platforms are to be developed actively. The above suggestions are made so as to benefit the sports lottery business and bring more profits.
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