Study on the Effect of Customer Personal Trait, Purchase Motives, and Loyalty intention- for Lottery

• Main Authors: CHANG WEN CHUN, 張維純
• Other Authors: Wu pojui
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/59989359009944636825

碩士 === 稻江科技暨管理學院 === 休閒遊憩與旅運管理學系碩士班 === 103 === The research is to explore the customer different consumption behaviors, personal characteristics, purchasing motivations to predict intention loyalty in Yunlin County. With questionnaires, explore the relationship between different personal characteristics, purchasing motivations and intention loyalty. The participants’ range of this thesis is people who are older than 18 years old, and who buy Lottery in Yunlin region. The research randomly select fiveLottery stories from 109 stores in Yunlin region, and ask every 10 consumers who just leave the Lottery store. The study delivery 450 questionnaires, and the effective questionnaire is 411, the effective rate is 91.3 %. According to the real investigated data, this study apply descriptive statistic, item analysis, factor analysis, independent t test, one-way ANOVA with scheffe test, Pearson Correlation, and multiple-regression analysis and the results are as follow: 1. Customer different demographic variables were significantly different for personal characteristics. 2. Customer different demographic variables were significantly different for purchasing motivations. 3. Customer different demographic variables were significantly different for intention loyalty. 4. Customer different consumption behavior variables were significantly different for personal characteristics. 5. Customer different consumption behavior variables were significantly different for purchasing motivations. 6. Customer different consumption behavior variables were significantly different for intention loyalty. 7. There are significant differences between personal characteristics, purchasing motivations, and intention loyalty. Key Words: Taiwan Lottery, Personal Characteristics, Purchasing Motivation, Intention Loyalty