消费者购买竞猜型体育彩票之影响因素初探  

A Brief Analysis of the Influential Factors on Consumers Purchasing Guessing Sports Lottery

作　　者：李凌[1] 王俊人 

机构地区：[1]吉林体育学院,长春130000 [2]台湾国立体育大学,桃园32333

出　　处：《体育与科学》2015年第2期11-18,25,共9页Sports & Science

摘　　要：近年来,中国体育彩票公益金已成为我国体育产业发展的重要资金来源,是支持国家体育事业发展的不竭动力。鉴于我国体育彩票的类型多样,但竞猜型体育彩票的销售量所占比例较低。本研究目的旨在探讨影响竞猜型体育彩票的购买决策因素。以方法目的链为研究工具,采用软式阶梯法的访谈方式,将研究结果以层级价值图呈现。结果显示:竞猜型体彩消费者所重视的产品关键属性包括赛前分析、赔率、竞猜型体彩种类等5种;属性连结的结果为乐趣、正确下注、财富等9项;结果连结的价值为刺激、生活中的乐趣、成就感等7项。本研究所得结论:在竞猜型体育彩票的产品价值链部分,最主要路径是"赛前分析"连结乐趣、正确下注选择、财富、再连结刺激。In recent years , public welfare fund of Chinese sports lottery has become an important source of funds of the development of sports industry in China, and is also an inexhaustible motive force for supporting it. Given the fact that there are many kinds of sports lottery in our country, the sale proportion of guessing sports lottery is lower than that of others. The purpose of this paper is to investigate the affecting factors on the purchase of guessing sports lottery. Taking means--end chain as the researching tool, the paper adopts the method of soft laddering interview. The results will be presented in a hierarchical value diagram. The results shows what the guessing sports lottery consumers care are the five determinant attributes , the pre--competition analysis, the odds, the kind and so on, and the nine results linked, fun, correct bet, wealth and so on, and the seven pieces of value linked, stimulation, fun in life, sense of achievement and so on. The conclusion is that in the part of value chain of guessing sports lottery, the main path is ＂the pre--competition analysis ＂linking with fun , correct choice wealth and stimulation.

关 键 词：方法目的链 竞猜型体育彩票 软式阶梯法 层级价值图 彩票营销 体育产业 

分 类 号：G80-052[文化科学—运动人体科学]