| Summary: | 碩士 === 國立臺北科技大學 === 管理學院資訊與財金管理EMBA專班 === 106 === On June 5th, 2009, the Legislative Yuan passed the “Sports Lottery Issuance Act”, which requires 90% of the income from the Sports Lottery to go toward sports development funds. The legalization of gambling on sports is expected to provide solid support to the development of sports. The purpose of this study is to understand the consumer behavior of purchasing Sports Lottery. We used a questionnaire to investigate the customers of local dealers in southern Taiwan. In total, 300 valid questionnaires were recovered. Descriptive statistics, T-test, single-factor variance analysis, and Pearson product difference were all applied in this study using SPSS 20.0 for statistical analysis.
The findings of this study are as follows: 1. Different event viewing frequencies and different sports frequencies result in a significant difference in the willingness to purchase sports lottery tickets; 2. The degree of involvement in purchase intentions differs significantly, and consumers with high involvement levels also have high purchase intentions; 3. Purchasing behavior onpurchase amount, number of purchases, favorite events are all influenced by different levels of involvement; 4. The number of purchases and the sources of information significantly influence sports lottery purchase intentions.
Based on the above results, lottery dealers are recommended to use marketing resources to assist their physical dealers, hold event broadcasts and viewing events during key events (e.g. FIFA World Cup, National Basketball Association (NBA), Chinese Professional Baseball League (CPBL), and other famous sports events at home or abroad), and take advantage of merging markets and various types of promotional activities through advertising media and online community broadcasts to have a guest concentration effect to attract potential customers. Doing so will not only enhance the purchase intentions of different customer groups of virtual and actual access to online betting and physical betting stations, respectively, but will also provide consumers with the latest real-time contest result information, which helps foster the relationship between dealers and customers. Furthermore, sports seminars and education training can be held from time to time to enhance the public knowledge and concern for sports lottery and strengthen the public image of sports lottery through celebrity athlete endorsements, so that more people will support the sports industry in action.
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