基于计划行为理论的体育彩民购彩行为研究  

On Lottery Purchase Behavior in Sport Lottery Consumers Based on Planned Behavior Theory

作　　者：刘炼[1] 王斌[1] 罗时[1] 叶绿[2] 李娜[1] 

机构地区：[1]华中师范大学体育学院,湖北武汉430079 [2]华中师范大学心理学院,湖北武汉430079

出　　处：《上海体育学院学报》2014年第4期42-46,68,共6页Journal of Shanghai University of Sport

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

摘　　要：通过细化购彩态度和整合购彩行为,构建基于计划行为理论的体育彩民购彩行为影响因素模型。同时,对体育彩民进行实证调查验证假设模型。结果显示:购彩态度、购彩主观规范和知觉行为控制对体育彩民购彩意向均有正向预测作用,且购彩态度的预测作用最强;知觉行为控制和购彩意向对体育彩民购彩行为也具有正向预测作用。该模型对购彩意向和购彩行为的解释力分别达到45%和36%。The study uses the theory of planned behavior to construct the influence factor model of lottery purchase behavior in sport lottery consumers by embodying their purchase attitude and integrating their purchase behaviors. In the meanwhile, a field work has been employed to test the model. The results show that the purchase attitude, the subjective norms and perceived behavior control can positively predict the lottery purchase intention. Among them, the lottery purchase attitude plays the strongest role in prediction. At the same time, the perceived behavior control and purchase intention also have the positive impact on consumers＇ lottery purchase. It is found that the model has 45% and 36% explanatory ability respectively for consumers＇ lottery purchase intention and behavior.

关 键 词：体育彩民 购彩行为 计划行为理论 

分 类 号：G80-05[文化科学—运动人体科学]