| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理系碩士專班 === 105 === With the legalization of sports lottery in Taiwan nine years ago, the surplus generated by the development of national sports have a lot of contributions.Sports lottery can be regarded as a commodity which can be purchased.If the consumer is not familiar with the sports,the winning rate may be reduced, the purchase will also decline, so the sports lottery consumers are motivated to analyze and pay attention to sports events and to watch sport games.
The main purpose of this study is to explore whether individual attributes would differin terms of involvement, satisfaction, and purchase intention. Further we analyze the correlation between degree of involvement, satisfaction, and purchase intention. In this study, we applied: descriptive statistics, t-test, one-way ANOVA, confirmatory factor analysis, regression analysis and other statistical methods. Focusing on the analysis of the sporting events in Tainan City, a questionnaire survey was conducted, a total of 252 questionnaires and the 251 effective questionnaire,were collected.The results found (1)In terms of degree of involvement,Men＇s involvement degree is higher than women,the service industry worker is having higher degree of involvement than other occupations,monthly income is above NT $ 60,001, the degree of involvement is higher than the monthly income of NT $ 20,000 or less.(2) The frequency of watching sports events per week falls three times or more, male, age 30-39, education level of bachelor or college degree, and the monthly income falls in between NT $ 20,000 ~ 40,000 are the main viewing audience.(3) The deeper the involvement of the sporting event the higher the degree of satisfaction with the sporting lottery.(4)The higher the satisfaction of the sports lottery, the higher their purchase intention for sports lottery. Based on the above conclusions, this study provides suggestions for the future marketing strategy of gaming&Lottery authorities.
Keywords: degree of involvement, satisfaction, purchase intention
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