我国体育彩民群体发展的区域性特征研究  

Regional Differences of Sports Lottery Buyers in China

作　　者：刘炼[1] 王斌[1] 史文文[1] 罗时[1] 李娜[1] 

机构地区：[1]华中师范大学体育学院,湖北武汉430079

出　　处：《武汉体育学院学报》2013年第12期27-32,共6页Journal of Wuhan Sports University

基　　金：国家社会科学基金一般项目(09BTY020);教育部"新世纪优秀人才支持计划"(NCET-10-0410);华中师范大学优秀博士学位论文培育计划资助项目(2013YBYB23)

摘　　要：采用问卷调查法对全国10省(市)2 426名体育彩民的购彩心理与行为进行调查,并对各省(直辖市)体育彩民的人数、人均购彩金额、购彩类型与购彩满意度进行对比研究。结果表明:(1)体育彩民人数方面,全国体育彩民总人数约为2 000万,北京居民的购彩参与率最高,其次为浙江、广东和江西,海南最低。(2)体育彩民人均购彩金额方面,重庆体育彩民的购彩积极性最高,其次为甘肃、北京和浙江,而江西最低。(3)彩民购彩的类型方面,区域体育彩民购买率由高到底顺序主要为乐透型、即开型、竞猜型和高频型彩票。(4)体育彩民购彩满意度方面,各区域体育彩民购彩满意度均偏低,其中甘肃和江西省体育彩民的彩票设计、销售环境和管理部门满意度均较低,广东省体育彩民彩票设计和销售环境满意度较低,浙江省体育彩民彩票管理部门满意度较低。最后,提出区域体育彩民群体开发的若干建议。Purchasing psychology and behavior of 2426 sports lottery buyers in ten provinces and cities were studied through questionnaires in order to reveal the number,the average spending,lottery types and satisfaction degree were compared. It could be seen that the total number of buyers was 20,000,000. The number of buyers in Beijing was the most,next was that of Zhejiang,Guangdong and Jiangxi. That of Hainan was the least. Buyers in Chongqing spent the most. Next was those in Gansu,Beijing and Zhejiang. Buyers in Jiangxi spent the least. Types of lottery in cluded lotto,lottery scratch ticket,instant games and high frequency. The buyers were generally not satisfied with the lottery service. Those in Gansu and Jiangxi were least satisfied with the lottery design,sales environment and ad ministrative departments. Those in Guangdong were not satisfied with the lottery design and sales environment. Peo ple in Zhejiang were not satisfied with the administrative departments.

关 键 词：体育彩票 彩民 群体发展 区域 特征 

分 类 号：G80-05[文化科学—运动人体科学]