The Study on Consumers' Purchase Motivation and Behavior of the Public Welfare Lottery in Kaohsiung Area.

• Main Authors: Wu,Wen-Jung, 吳文榮
• Other Authors: WANG,TZONG-SONG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/aw77pu

碩士 === 大仁科技大學 === 文化創意產業研究所 === 106 === This study conducts a questionnaire survey and analysis, primarily investigating Public Welfare Lottery purchasers, 18 years and older in the Kaohsiung area by looking at the influence and relationship that their purchasing motivation, purchasing intentions, and purchasing behavior have on one another. For the survey, a random sampling method was used and 50 surveys were pre-issued for testing purposes. Once the test surveys were collected and revisions were made, 350 formal surveys were issued. After collecting the surveys and organizing them, 308 were determined to be valid. These then underwent reliability analysis, factor analysis and other statistical analyses and verification analyses to gain an in-depth understanding of consumers’ purchase motivation, purchase behavior and the important factors which influence the purchasing of lottery tickets. In the analysis results, the “profile statistics” show that the largest demographic of lottery ticket purchasers is female, aged 46-55, education level of university or higher, working in finance/insurance, with monthly income of between 20001-40000 NTD and with amount purchased being less than 10% of their monthly income. With respect to “purchase behavior”, the majority of consumers purchase computer lottery tickets and use the kiosks for number selection, they purchase the lottery tickets on the day of the prize, purchase instant lottery tickets at the ticket sales location, and will get friends, classmates or co-workers to pool funds for lottery ticket purchases. With respect to “purchase motivation”, the majority of consumers pointed to being able to contribute to public welfare while having a chance to win the jackpot, leisure and entertainment, spending a little for big potential gain, the environment or their friends entices them, pooling funds increase chances of winning, or because they are attracted by bonus numbers. Finally, with respect to “purchase intention”, the majority of consumers purchase because they are attracted to the lively atmosphere in the lottery ticket shops and because winning makes them feel excited and confident.